The Share Reuse Repair Initiative primarily focuses on reducing the friction for people to participate in the inner loops of the circular economy: sharing, reuse, and repair. The current pervasive culture emphasizes hyperconsumerism and material items as a means of establishing identity. However, these material items do not guarantee happiness. While many people can recognize the importance of SRR goods and services or like the idea of using them, their actions do not always reflect these beliefs. Through different prototypes, the SRRI aims to shift cultural demand towards SRR goods and services and bring people's actions in line with their beliefs and values..
SHIFTing Consumer Behaviour Project
From January - June 2021, we piloted our SHIFTing Consumer Behaviour Project. The project took 7 businesses, one city, and one nonprofit through a step-by-step process to craft and test persuasive marketing messaging to encourage consumers and citizens to change their behaviour based on the SHIFT Framework. Watch the recap of the SHIFTing Consumer Behaviour Pilot webinar in the video above or at this link, including a review of each SHIFT factor and how it was applied by Ethical Chair, Fulfill Shoppe and the City of Portland.
Learn more by exploring our SHIFTing Consumer Behaviour program through the deck here or by watching our information session from December 17 at this link. You can also find out more about the program from Sitra's SHIFT Framework and SHIFT Workbook. Stay tuned for a new SHIFT Program Brief including a DIY section!
7 Motivations for Lighter Living in BC
Find out the WHYs behind buying second-hand, eating more plant-based, reducing our home energy use... and what this new research means for mainstreaming sustainable living. We'd love to hear how you apply the 7 Motivations:
Waste Not, Want Not (22%)
Shop, Style & Social (20%)
Eco-Trends (20%)
Healthy Life & Planet (14%)
Rugged Independence (10%
Practical Traditions (7%)
Work Hard, Live Large (7%)
This insights study by OneEarth and the Share Reuse Repair Initiative (SRRI) builds on an approach taken by Sitra, the Finnish Innovation Fund, which yielded 7 dominant motivations amongst the Finnish population which they called 'Smart Consumption Profiles’ (see their report here). In this guide, you'll find:
Summaries of all 7 Motivations for British Columbia
A Do-It-Yourself (DIY) toolkit to put the 7 Motivations to use for your organization or business, including action area briefs for the 7 BC Motivations on five topics - eating, stuff, moving around, home, and general lighter living (civic engagement, taking a break, money)
Background on Lighter Living, the project and its methodology: OneEarth conducted 20 in-depth qualitative interviews and a quantitative study of 1,500 British Columbia residents (Angus Reid Panel) to hone in on the 7 BC Motivations.
