The Government model is that for behavioural change to be achieved we need to
enable - provide information, remove barriers, provide capacity and facilities,
engage -
use networks, community groups and media campaigns,
exemplify - lead by
example and use examples of good practice, and
encourage - use incentives and give
recognition1.
This model provided by the Government is now widely accepted as key to catalysing
behavioural change.
Another key message from the Government is to target groups; community
involvement and action may be easier to achieve as individuals will know that they are
not acting alone. If communities are actively trying to behave more sustainably it will
be seen as the social norm for that community, this will encourage people to adopt
similar behaviour.
1 Securing the Future; The UK Government Sustainable Development Strategy, HM Government,
2005. http://www.sustainable- development.gov.uk/publications/uk-strategy/index.htm (sited 28/03/06)
2 I Will if You Will, Towards Sustainable Consumption, Sustainable Consumption Roundtable, May
Enable ExemplifyEngageEncourage
