BEHAVIORAL CHALLENGE: Get beachgoers to pick up their rubbish
Vätterstranden is a well-visited area in Jönköping. Visitors come here to socialize, swim and have coffee. But unfortunately, the municipality had major problems with visitors often leaving their rubbish on the ground. They, therefore, wanted to test whether nudging could get more people to bring the rubbish to the nearest rubbish bin. Jönköping municipality took help from Nudgd to measure the effect of nudging.
SMART NUDGE: Garbage collection stations with target group-adapted nudges
The garbage collection stations, which were developed in cooperation with TiksPac, consisted partly of target group-adapted messages and partly of garbage bags to really facilitate the collection of one's own or others' rubbish.
The stations served as a reminder to clean up and made it easy to do the right thing by providing the beachgoer with bags to collect the rubbish. The stations also showed that it is expected (so-called social norms) of everyone to clean up after themselves.
RESULTS: Reduced litter by 63%
The results showed that litter decreased by an average of about 63% during the period when the garbage collection stations were up!
Maybe localized nudges are part of the solution to keep our beaches clean and reduce the amount of plastic that reaches our lakes and seas?
“Jag är väldigt glad att resultatet blev så positivt. Det visar att insatsen hade effekt och att detta kan vara något att satsa mer på i Jönköping framöver.”
- Ulrika Franke, Miljösamordnare på Jönköpings kommun
Garbage collection stations with target group-adapted nudges reduced litter by about 63 percent
WOULD YOU LIKE TO KNOW MORE?
Read the full report from the project.
Do you have questions about the project, or do you want to find out how your organization can do something similar?
Contact Katharina Paoli Brunat, CEO at Nudgd.
We would like to thank the municipality of Jönköping for your willingness to test nudging as a method and for choosing to invest in a measurement of behavioral effort. Many thanks to the measurement staff and the committed project group who made the measurement possible. Finally, thanks to TiksPac for collaborating to produce garbage collection stations with target group-adapted nudges.