Plastic-free campaigns don’t have to shock or shame. Shoppers are already on board
As the pressure to eliminate plastic packaging from Australia’s supermarkets mounts, brands should remember positive encouragement will create more change than shame or shock tactics, argues Louise Moana Kolff in this cross-posting from The Conversation.
With Coles and Woolworths supermarkets phasing out single-use plastic bags at their checkout counters, and Queensland and Western Australia bringing in bans on single-use plastic bags for all retailers from July 1, a long overdue step is being taken towards reducing Australia’s plastic waste.
However, it is only a small step, and much still needs to be done to tackle the problem.
It is therefore useful to explore what strategies might be effective in informing the public about the issue, and in changing people’s consumption and littering behaviour.
Research shows that fear or shock tactics, or strategies based on shame and guilt, are generally not effective, and can even be counterproductive. High-threat fear appeals can be effective provided that the target audience is already taking positive steps toward the desired behaviour change, or feel that they can easily do so. Crucially, this means that campaigns not only need to tell people about an issue, but also provide straightforward advice on what do to about it.
Louise, This is a sound article for stopping the use of plastic bags, but the reaction at the supermarket counter is anything but making “people feel that they are part of an inclusive movement that is supported by the community and relevant to their own lives.” The issue has been ‘forced on’ customers who find it inconvenient, forced to buy other forms of bags and through an ill-logical environmental policy. If the policy is environmentally focused why do they continue to sell plastic bags within the stores? They can’t have it both ways in an environmental movement. It is hypocritical and shallow!
Absolutely no evidence to support anything in this piece. The subsequent news reporting mass rejection at checkouts and Coles and Wollies having to supply free reusable bags disproves this point.
Embarrassing for the writer…
Every single point could be applied to males in business. Totally deluded if she thinks men sail into the best briefs. They don’t get left out of meetings. Despair of even getting a brief? Totally incorrect about nearly everything being only female suffered.
So I’m a minority! Great career even tho I’m a woman!
How did that happen? And still not writing female-lens anger articles. Hate beer.