Table 3. Towards sustainability... | Emerald Publishing

Table 3.

Towards sustainability practices – practical guide for promotion programmes

	Key focus and	Enablers		Enforcers (affirming strategies)		Example of sustainable
Typology	objective	Teleoaffectivity	Ontological security	Rewards	Risks	practices
Constrained Embodiment	Retention of sustainable practices through reinforcement	Deepening moral emotions	Preserving ontological security	Affirming through rewards	Affirming through risks perception
		Campaign idea: (Pathos) “steward what you have inherited from the past generations for your future generations”	Campaign idea: (Ethos, with experts /celebrities) “way to go! just how we have always done it”. (Pathos) “I care thus I do/am” (sense of civic duty)	Campaign idea: Community programmes awarding community sustainability champions. Recycle and earn: Getting rebate for recycling plastic bottles	Campaign idea: (Logos) publications of scientific data and facts e.g. on households’ carbon footprints and ways to reduce the footprint. Scientific data and facts surrounding how sustainable practices are better for health outcomes	Examples: Community herb/vegetable gardens Recycling Food waste Food shopping behaviours Shared household practices
Pro-Transition	Habituation of in-transition sustainable practices	Reconnecting with nostalgic emotions	Enhancing sense of self to stabilise practices	Affirming through rewards	Affirming through risks perception
		Campaign idea: (Pathos/emotional resonance) “while I was a little kid, my (grand)parents used to…”	Campaign idea: (Logos) “the good disruptions; My new normal” (Ethos, user as hero) “the challenge is real, but I am sticking with it, are you?”	Campaign idea: Discounted coffee when you bring your own reusable mugs. (Avoiding punishment) waste or leftover fees at buffet	Campaign idea: (Logos) publications of scientific data and facts e.g. on households’ carbon footprints and ways to reduce the footprint	Examples: Bring reusable bags to grocery shopping. Food waste Everyday household tasks
Negotiated continuity	Encouraging change and supporting gradual adoption of new sustainable practices	Leveraging on emotive triggers	Establishing new sense of self within new practices	Affirming through rewards	Affirming through risks perception
		Campaign idea: (Pathos): providing emotive reasons for change; internal and external triggers. e.g. school programmes to encourage change within the household/parents through children. “Mum & Dad, please do it for me”	Campaign idea: (Logos): providing cognitive reasons for change. Provide reminders e.g. stickers on light switches “switching off the lights while not in-use would save you $XX”. School programmes to build habits of sustainable practices from young age	Campaign idea: (Logos) “make change easy”. Practical guides for small and easy changes. Turning big goals into baby steps. Reserved car Spaces at workplaces with carpool permit	Campaign idea: (Logos) facts and data on the true cost of convenience. Paired comparisons, e.g. driving vs public transport; disposable utensils for children’s birthday party vs reusables	Examples: Avoid single use utensils Carpool, take public transportation, walk or ride a bike
In-Reversal	Managing deterrents and preventing reversal within the intention and behaviour gap	Reconciliating conflicting emotions	Reassuring sense of self within new practices	Affirming through rewards	Affirming through risks perception
		Campaign idea: (Pathos): acknowledging the conflict; normalising the struggle. Encouraging persistence. (how we learn to walk or ride a bike as a child: fall, get up and try again)	Campaign idea: School programmes to build habits of sustainable practices from young age	Campaign idea: (Logos) acknowledging that success is not a straight-line. Something is better than nothing	Campaign idea: (Logos) facts and data on the true cost of convenience. Facts and data on why change is hard but necessary for sustainability	Examples: Buy in bulk and refillable containers. Buy only when needed (not wanted)

	Key focus and	Enablers		Enforcers (affirming strategies)		Example of sustainable
Typology	objective	Teleoaffectivity	Ontological security	Rewards	Risks	practices
Constrained Embodiment	Retention of sustainable practices through reinforcement	Deepening moral emotions	Preserving ontological security	Affirming through rewards	Affirming through risks perception
		Campaign idea: (Pathos) “steward what you have inherited from the past generations for your future generations”	Campaign idea: (Ethos, with experts /celebrities) “way to go! just how we have always done it”. (Pathos) “I care thus I do/am” (sense of civic duty)	Campaign idea: Community programmes awarding community sustainability champions. Recycle and earn: Getting rebate for recycling plastic bottles	Campaign idea: (Logos) publications of scientific data and facts e.g. on households’ carbon footprints and ways to reduce the footprint. Scientific data and facts surrounding how sustainable practices are better for health outcomes	Examples: Community herb/vegetable gardens Recycling Food waste Food shopping behaviours Shared household practices
Pro-Transition	Habituation of in-transition sustainable practices	Reconnecting with nostalgic emotions	Enhancing sense of self to stabilise practices	Affirming through rewards	Affirming through risks perception
		Campaign idea: (Pathos/emotional resonance) “while I was a little kid, my (grand)parents used to…”	Campaign idea: (Logos) “the good disruptions; My new normal” (Ethos, user as hero) “the challenge is real, but I am sticking with it, are you?”	Campaign idea: Discounted coffee when you bring your own reusable mugs. (Avoiding punishment) waste or leftover fees at buffet	Campaign idea: (Logos) publications of scientific data and facts e.g. on households’ carbon footprints and ways to reduce the footprint	Examples: Bring reusable bags to grocery shopping. Food waste Everyday household tasks
Negotiated continuity	Encouraging change and supporting gradual adoption of new sustainable practices	Leveraging on emotive triggers	Establishing new sense of self within new practices	Affirming through rewards	Affirming through risks perception
		Campaign idea: (Pathos): providing emotive reasons for change; internal and external triggers. e.g. school programmes to encourage change within the household/parents through children. “Mum & Dad, please do it for me”	Campaign idea: (Logos): providing cognitive reasons for change. Provide reminders e.g. stickers on light switches “switching off the lights while not in-use would save you $XX”. School programmes to build habits of sustainable practices from young age	Campaign idea: (Logos) “make change easy”. Practical guides for small and easy changes. Turning big goals into baby steps. Reserved car Spaces at workplaces with carpool permit	Campaign idea: (Logos) facts and data on the true cost of convenience. Paired comparisons, e.g. driving vs public transport; disposable utensils for children’s birthday party vs reusables	Examples: Avoid single use utensils Carpool, take public transportation, walk or ride a bike
In-Reversal	Managing deterrents and preventing reversal within the intention and behaviour gap	Reconciliating conflicting emotions	Reassuring sense of self within new practices	Affirming through rewards	Affirming through risks perception
		Campaign idea: (Pathos): acknowledging the conflict; normalising the struggle. Encouraging persistence. (how we learn to walk or ride a bike as a child: fall, get up and try again)	Campaign idea: School programmes to build habits of sustainable practices from young age	Campaign idea: (Logos) acknowledging that success is not a straight-line. Something is better than nothing	Campaign idea: (Logos) facts and data on the true cost of convenience. Facts and data on why change is hard but necessary for sustainability	Examples: Buy in bulk and refillable containers. Buy only when needed (not wanted)