Persuasive communication...
Not what you say but how you say it...
We all have seen the messages in hotels about re-using the towels, but what you don't realise is the thinking behind that messaging. We are motivated to help the environment but we are also motivated by social norms more, so if we know other guests do the same we will get on board.
A study was done in 2008 by behavioural scientists Noah Goldstein, Robert Cialdini, and Vladas Griskevicius. They created two messages:-
“HELP SAVE THE ENVIRONMENT. You can show your respect for nature and help save the environment by reusing your towels during your stay.”
The other focused on social norms:
“JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT. Almost 75% of guests who are asked to participate in our new resource savings program do help by using their towels more than once. You can join your fellow guests in this program to help save the environment by reusing your towels during your stay.”
They found that guests with the social norm sign reused their towels at a significantly higher rate than those with the standard sign.
You will see in some hotels that they will go even further and say that the money saved will go to a charity or an environmental cause or initiative. There is no data on this study but again, the feeling of being part of something will put that social pressure on individuals to conform.
Hotels also at the beginning got the tone very wrong by telling rather than asking which actually had the reverse effect of more towels being used. The need to invite and help people understand they are part of something much bigger than them.
As Coaches it is all about asking the right questions at the right time and for Clients to identify their own behaviour and possibly reference subconsciously social norms. As Leaders you will want your team to collaborate and work together, so think about your wording of emails, are you inviting them to be a part of something?
Please do get in touch for a workshop on communication or a one to one coaching session bev@nuggetsofleanring.co.uk
