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100 Ways in 100 Days™ now in beta – and free ‘Believability™ psychological report out today

We’re thrilled that 100 Ways in 100 Days™ is now in beta – and we’re ready to start partnering with selected organisations. 100 Ways in 100 Days helps employees learn how to live more sustainability at work, at home and at play.

Rather than being doomy or preachy (to which people don’t respond well), our vision for 100 Ways is to do the opposite. To bring colleagues together in the battle against climate change through positive and colourful social interactions. It’s one of the most effective techniques for changing habits.

To ensure the programme deploys the most believable and motivating planet-friendly messages we decided collaboration was the way forward.

Partnership with University of Surrey

We’d felt the world is entering a ‘new age of scepticism’, especially considering the Wild West of social media and fake news, so we called in expert help to get to the bottom of it. We’re extremely proud therefore, to publish a brand new academic study, The Psychological Underpinnings of Believability’. Commissioned specially by us, it informs all the ‘Ways’.

This fascinating and insightful report was written by Claire Gregory, psychology PhD researcher at the University of Surrey and Emeritus Professor Karen Pine. It sets a framework for great climate change communication and it’s available to download free here.

Claire explains: “The study examines how the human mind goes about finding information believable nowadays. In cognitive psychology for instance there are two routes to believability, with intuition and analytics both having a role, but effective persuasion involves a combination of both, so we looked at these and much, much more, including how we use ‘heuristics (mental shortcuts), the role of emotion and how to replace old beliefs with new ones.

“All findings have been harnessed to encourage incremental positive daily behaviour changes in individuals to help promote sustainability.”

The research advises that tactics such as using plain English, rather than jargon or long words, using case studies with real people rather than statistics, and affirming an individual’s self esteem can all positively impact on how messages are absorbed and acted upon.

All ‘Ways’ are checked against the 100 Ways 15 point ‘Believability Index’, an instrument for the measurement of believability in communications, devised by Pine and Gregory.

Overwhelming messages can lead to paralysis and demoralisation, so it’s vital that the 100 Ways messaging focuses on hope, empowerment – and personal responsibility.

At 100 Ways, we instinctively knew, but academics in the report confirmed that people tend to avoid information that makes them feel uncomfortable. Or where it’s complicated and they feel they have little control over it. The climate emergency falls into that category.  Overwhelming messages can lead to paralysis and demoralisation, so it’s vital that the 100 Ways messaging focuses on hope, empowerment – and personal responsibility.

The Believability report helps guide us along just the right lines. Thanks so much to Claire and to Karen for their amazingly intelligent yet practical work.

If that wasn’t enough, each ‘Way’ on the 100 Ways programme is also underpinned by evidence from highly credible, trusted and knowledgeable organisations, such as NGOs, academics, charities and other reputable sources. They’re all evidence checked by our wonderful Gilang Majid, also a PhD researcher at the University of Surrey.

And each helps towards the UN’s Sustainable Development Goals (the SDGs: its blueprint to achieve a better and more sustainable future for all).