Method
Estimated reading time 3 min

Understand the context: Behaviour SHIFT model

The SHIFT report and the accompanying workbook provide the right tools for marketing sustainable solutions to a wider audience. The report presents an extensive summary of the analyses on sustainable consumption and behaviour change theories.

Writer

Sari Laine

Leading Specialist, Biodiversity and Everyday Life, Sitra

Published

What should I say to someone to convince them to install solar panels in their home? How can I persuade someone to consider vegetarian food? Innovative solutions require appropriate ways of marketing them to consumers. It is imperative to find the right arguments, those that will resonate with the consumer and address concerns they may have. In this report and accompanying workbook, the SHIFT framework is outlined, which is drawn from a systematic review of the academic literature on encouraging ecologically sustainable consumer behaviours.

This study reveals a set of factors that reliably predict sustainable consumer behaviour. These key factors have been organised to form the acronym SHIFT. People are more likely to change negative (and maintain positive) sustainable consumer behaviours when these factors are effectively considered and leveraged: social influence, habit formation, the individual self, feelings and cognition, and tangibility.

This unique report combines over 400 behavioural science and marketing publications. It is a great tool for private-sector practitioners to find the right motives for sustainable solutions.

The SHIFT report and the accompanying workbook provide the right tools for marketing sustainable solutions to a wider audience.

Payoffs

  1. A comprehensive analysis of behavioural studies that, accompanied by the workbook, helps to put knowledge into action.
  2. Applicable to many situations and for many products and services.
  3. The framework inspires people to think outside the box as it widens the thinking of sustainable marketing and behaviour change.

Results

  • Dozens of companies and non-profit organisations have used the SHIFT model findings in their insight and strategy work.
  • The SHIFT study has been used as a study material for part of the entrance examination to a university of applied sciences.
  • The framework has already been used by Finnish and Canadian companies.

 

Download the method as a pdf version: Understand the context: Behaviour SHIFT model (pdf)

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