:
Communication
Why Is Communication Important
Why Is Communication Important
What We Did
Best Practices From Across India
What We Learnt
Why Is Communication Important?
Waste infrastructure serves as the hardware and communication is the software that drives human behavior.
Waste infrastructure and segregation behavior are interconnected components of an effective waste management initiative. Infrastructure serves as the hardware, comprising physical structures and systems for waste collection, transportation, and processing. However, its success hinges on behavior change communication, the software that drives human behavior.
At Unilever, we've repeatedly discovered that changing behaviors is notoriously hard.
This perspective is shared among stakeholders across the waste ecosystem, who universally acknowledge that segregation behaviors are their most significant hurdle in the waste value chain.
Many successful initiatives in India, such as the Indore and Goa models, reflect a common feature of proper waste segregation at source.
Waste segregation is the first domino in the waste management chain, influencing the entire system's efficiency and environmental impact. And yet, our research unveils a striking paradox: nearly 80% of individuals recognize the importance of waste segregation, but less than 10% actually practice it consistently. This disparity highlights the knowledge-action gap.
Despite the urgency of the issue, why are people not segregating waste? We conducted a study across India's top metros and spoke with thousands of citizens to understand their segregation behaviors. The study revealed some key barriers.
What We Did – Start A Little Good Behavior Change Campaign
Successful change comes from a real understanding of people, their habits and their motivations.
We tested various frameworks, drew on skills from inside and outside Unilever – Ogilvy's behavioral science experts and academics from leading universities to uncover key insights into the barriers hindering segregation. One of these insights was ‘social mirroring’, which means that the behavior of those around us significantly affects our behavior.For an example, if you are in a network of eco-conscious people, you are three times more likely to be eco-conscious yourself.
Conversely, if you are in a network of non-eco-conscious people, you are three times more likely to not be eco-conscious. The findings further revealed implicit biases and cultural contexts that hindered action.
More importantly, our study revealed that positive messaging, which inspires people to take action and join the mission towards environmental sustainability, resonates most with urban citizens. By emphasizing examples of collective participation – like “thousands of people are already doing it, you can help too” – individuals feel motivated to associate themselves with a larger cause. This appeal to intrinsic values makes people want to contribute and feel good about being responsible citizens, as they connect their personal actions to a meaningful and positive movement.
citizens in Mumbai and Chhatrapati Sambhajinagar were engaged in a focused door-to-door behavior change campaign.
2.5x
higher segregation rates recorded among households that participated in the campaign compared to those who did not.
We took these insights and applied them to Unilever's proven ‘Five Levers for Change’ – a set of principles that, when integrated into behavior change initiatives, significantly enhances the likelihood of achieving lasting impact.
Based on our local context and target audience, we tested this communication through door-to-door interactions with over 2,00,000 citizens across Mumbai and Chhatrapati Sambhajinagar. We knew that if context is important to communication, delivery and execution was what would make or break it. We ensured the key messages were communicated effectively and in the right tone by providing rigorous training to our on-ground teams and conducting workshops that prepared them for meaningful, impactful engagement with citizens.
In an impact assessment conducted by Sattva, the team observed waste disposal and collection at housing societies. They recorded that on an average, segregation rates amongst households that participated in the campaign were almost 2.5 times higher compared to those who did not. The study found that households who participated in the campaign segregated waste in correct categories and kept two dustbins outside their houses for collection.
How To Apply The ‘Five Levers For Change’ Framework
These Levers don't have to follow one after the other. But what we've learnt is that the most effective campaigns apply all the Levers in some way.
BARRIERS
What are the things that stop people from adopting a new behavior?
What it might sound like:
I find it confusing to know which items go in which bin. It feels like a guessing game every time I go to throw something away.- It seems like so much of a task to learn about all of this.
- Even if I segregate waste, my neighbors don't. I, alone, cannot make an impact.
- I wish I understood the recycling process better. It's hard to make eco-friendly choices when I'm not sure what happens to my waste.
TRIGGERS
How could we get people to start a new behavior?
What it might sound like:
- Thousands of people are segregating their waste. Are you?
- Remember, if it's mixed, it can't be fixed.
MOTIVATORS
What are the ways to help them stick with the new behavior?
What it might sound like:
- Your municipality is on your side – your segregated waste will find its right home.
- Your city needs you to build small habits that can have a big impact.
Applying the framework to create tangible outcomes:
Make it Desirable
Will doing this new behavior fit with their actual or aspirational self-image? Does it fit with how they relate to others or want to?
This Lever is about ‘self and society’.
How To Apply This:
Leverage social proof as it is a powerful motivator, particularly when individuals see that others in their community are also participating to segregate their waste. Especially, the lifestyles and habits of people we respect—like our parents or a celebrity. Highlight testimonials of local heroes or groups whom your audience relates to. This not only provides a relatable example of positive action but also triggers a FOMO (fear of missing out) effect, compelling action.
Make it Rewarding
Do people know when they're doing the behavior ‘right’? Do they get some sort of reward for doing it?
This Lever demonstrates the proof and payoff.
How To Apply This:
Make your key messaging tangible to show the benefit of their action. Use examples and statistics. For instance, illustrating how one family living in a metropolitan area can divert as much as 600 kg of waste per year from landfills—equivalent to the weight of an elephant—simply by segregating waste makes the action more tangible. Similarly, sharing how recycled plastic bottles can be transformed into t-shirts makes the concept of recycling easy to understand.
Make it Understood
Do people know about the behavior? Do they believe it's relevant to them?
This Lever raises awareness and encourages acceptance.
How To Apply This:
Use simple language, without jargon and complex technical terms. The goal is to make the information easy to understand for everyone, regardless of their prior knowledge or familiarity with waste management.
Make it Easy
Do people know what to do and feel confident doing it? Can they see it fitting into their lives?
This Lever establishes convenience and confidence.
How To Apply This:
Break down the act into small, doable actions. This helps ensure that the audience feels confident to apply the process without confusion. Simplification aids in reducing the perceived effort with waste segregation, encouraging people to fit it into their daily lives.
Make it a Habit
Once people have made a change, what can we do to help them keep doing it?
This Lever is about reinforcing and reminding.
How To Apply This:
Consistent reiteration of the core messages in the immediate and surrounding environment of the audience can serve as nudges to continue action. WhatsApp and social media (SM) are excellent reminder mediums.
Designing communication is just one part of inspiring behavior change. A successful campaign requires strategic planning, engagement, and consistent action.
Steps To Deploy An Effective Behavior Change Campaign To Inspire Waste Segregation
Best Practices From The Ecosystem
Case Study
Goa
Context
Goa, with its booming tourism industry, which attracts millions of visitors annually, faces a constant challenge to manage waste effectively. This influx exacerbates issues such as inadequate waste segregation, insufficient infrastructure, and environmental pollution, particularly in coastal and tourist-heavy areas.
Innovation
While most cities in India are implementing a 2-way (Wet and Dry) waste segregation system, Panjim, the capital of Goa tried to do something unique. Under the HDFC-United Nations Development Program Dry Waste Management project, it has implemented an innovative model for 16-way segregation at source. The implementation team, Feedback Foundation, adopted a holistic behavior change model that aimed to evoke a positive change in the public mindset, inform people about best practices, and ensure the safety of those working with waste.
Under the initiative, they conducted several training and awareness drives, including segregation workshops for citizens and training sessions for Safai Mitras. Multiple meetings were held with BWG stakeholders, informing them of the benefits of the system and its key features. The model was first demonstrated at Revival 2020—a two-day sustainability-themed event in the city. Citizens were encouraged to bring in their dry waste and segregate the waste themselves.
Once segregated, the waste goes through different streams of recycling and resource recovery, eliminating the need to send any to a landfill. The 16-way segregation model is cheaper, requires minimal manual or mechanical sorting, and reduces the burden on the environment.
More importantly, this innovative system reduces the occupational health risks for Safai Mitras, who work on segregating the waste at Swachtha Kendras (material recovery facilities).
Key Takeaways
Citizen action is the first and most crucial factor for an effective waste management system.
Smart planning, citizen cooperation, and the support of local municipalities make the circular economy not a cumbersome concept but a self-sustaining and rewarding solution.
More categories of segregation enable better resource recovery, thereby promoting the principles of Circular Economy.
Citizen action is the first and most crucial factor for an effective waste management system.
Smart planning, citizen cooperation, and the support of local municipalities make the circular economy not a cumbersome concept but a self-sustaining and rewarding solution.
More categories of segregation enable better resource recovery, thereby promoting the principles of Circular Economy.
1 of 2
Lessons Learnt
Social norms shape habits.
One of the strongest influences on behavior is social norms. People tend to follow what others around them are doing. When communities see their peers actively segregating waste, they are more likely to adopt the habit themselves.
1 of 4
Previous Chapter
Next Chapter