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Without good communication, you can't create support for something new. Especially when it comes to a big change that so many people, businesses, governments ... want to get moving. That's why we are fully focused on the power of communication as a lever to give the circular economy wind in its sails.
Sometimes a picture says more than a thousand words.
Systems thinking and behavioural change
In June 2024, an inspiring Wavemaker session was held on sustainable behavioural change in the context of the circular economy. The following were the main eye openers:
Systems Thinking
We think of ourselves as rational individuals while we make almost all our decisions intuitively. Do you want your message to hit home? Then you have to understand that our brain works through two systems:
Behavioural change
Increase the impact of your communication campaigns with these core principles of behavioural change:
- Ingroup/outgroup - Make your target audience feel part of your 'team' by emphasising shared values and goals in your communications. That way, people are more connected to your mission and will more readily accept your message.
- Framing - With positive framing, you make a story more appealing and persuasive. Emphasize what people have to gain rather than what they have to give up. Choose your words carefully and consider which are best to address people.
- Loss aversion - The fear of losing something is often more at the forefront. In your communication, emphasise the positive outcomes of sustainable behaviour rather than the sacrifices.
- Social Proof - We tend to imitate others. Show as many examples of the 'right' behaviour as possible. Others will naturally follow it when they see that it is normal or desirable within their social group.
- Paradox of choice - People want choice, but then again, they don't want too much. That creates choice stress. Limit the number of choices and make the first step toward change as easy as possible. Give feedback and celebrate small successes to keep people motivated.
Interested to learn more?
Communication Flanders Circulair
Communication kit
Through communication as a lever, we aim to promote new behavior and a new culture by inspiring, sharing best practices, showcasing Flanders as a frontrunner, and reporting to the government.
Online communities
Construction
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Procurement
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Ecodesign
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Local governance
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Food chain
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Bio-economy
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Circular Flanders
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Join us!
We still have a long way to go. Will you join us? You’re welcome if you want to help communicate about the circular economy—or if you’d like to join forces to spread the circular message as widely as possible.