How start-ups can change the behaviour of consumers

Four speakers presented answers to the question “how to trigger behavioural change for a sustainable future?” at an event which was inspired by Climate-KIC, organized by the social entrepreneurship foundation SEF and hosted by the HUB Zurich. The speakers were Majka Baur and Prisca Müller who lead the start-up weACT, Thorsten Staake, co-founder of BEN Energy, and Marilyn Mehlmann from Global Action Plan International.

The startup weACT brings together people to experiment with changing behaviours. weACT provides a framework that allows people to easily set goals, and at the same time providing a fun and enjoyable environment. People can take part in so called Challenges supported by an online platform which allow them to set their own goals and to experience what a sustainable behaviour feels like. – Since we all remain children deep inside the gaming aspect of weACT’s approach is particularly attractive, collecting points always seems to be a major incentive. Thus far, already 420 people at ETH Zurich (launching grounds) have taken the weACT challenge and increased their awareness that they can make a difference.

BEN Energy’s co-founder Thorsten Staake presented an animal: Oscar the bear. To trigger behavioural change BEN Energy created a bear for a Swiss electricity provider which successfully supports private households via an online platform to reduce their energy consumption. BEN Energy is a spin-off of the Bits to Energy Lab a joint effort by the University of St. Gallen (HSG) and ETH Zurich to investigate what kind of information in what form of presentation can trigger behavioural change.  – Apparently the call centres now get questions related to Oscar quizzes and how to get more points awarded but most importantly electricity consumption is decreasing. Another success story.

Marilyn Mehlmann from Global Action Plan International talked about the background of approaches like the ones of the two Swiss start-ups. The image Mehlmann brought up – which she borrowed from the book “Switch” by Chip and Dan Heath – was that of an elephant and its rider. The rider is the intellect, the elephant represents the rest of us (our emotions, fears, hopes…). The game changer will be the elephant, not the rider. Mehlmann deems the classic approach that information translates into knowledge which transforms values and beliefs to be wrong.  Instead, this chain should be turned round: start with the action!