Local Government has more opportunity than most to influence residents to adopt sustainable habits. Unless residents have removed their letterboxes, turned off their televisions, and stopped listening to radio, they will have had exposure to messages about ‘greening’ their lifestyle. Many heed the message, but most are sceptical and not inclined to change habits unless it involves significant – and immediately recognisable – dollar savings.
Council may be ‘committed to reducing its environmental footprint’, but with a community so overwhelmed by green messaging clutter this message means little.
Bronwyn Sutton of communications agency Kenmore-DMP says that leading by example is commendable, but councils should not expect that residents will simply follow their lead.
By taking a ‘resident centric’ approach to service design, and investing in marketing communications, it is possible to influence behaviour. Bronwyn calls it social change marketing and sees it as a great opportunity for Local Government to connect with their residents in a whole new way.
“Residents need to know how to use their services effectively to minimise impact on the planet,” she said. “And they need to know that it is possible, does make a difference and, perhaps most importantly, is easy.”
Printing the next annual report on 100 per cent recycled, Australian made paper using vegetable based inks is important, but consider the myriad of opportunities to inspire residents and encourage them to commit to change.
Kenmore-DMP will host two workshops with international community based social marketing expert Dr Doug Mackenzie-Mohr in February 2010.
For more details or to register visit www.kenmore-dmp.com/cbsmworkshop
*Copy supplied by Kenmore-DMP
