Seminar 5 as it happened

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11:29:08	Not long now until #ESRC5! We're en route to @royalsociety and will be live tweeting the event from 1.30pm
11:30:34	You can also follow the live blog here: https://t.co/3GMO5sxraC
13:34:33	We're off everyone! Dr Spotswood introducing proceedings. #ESRC5
13:36:12	Victoria Hurth is starting us off with a talk on changing company behaviour through a framework for evolved marketing #ESRC5
13:36:51	Business models define how an organisation behaves #ESRC5
13:37:52	What is value? asks Victoria. This is the sticking point. Ultimately value should lead to wellbeing #ESRC5
13:39:21	Ways of meeting needs are not set in stone. We can increase our wellbeing by consuming in different ways #ESRC5
13:40:51	Short term gains subtly erode our self esteem  #ESRC5
13:41:25	Need to work with stakeholders to innovate for solutions #ESRC5
13:42:50	Sales is a very important aspect, but marketing is the engine room for companies. It must be driving force of the business model #ESRC5
13:43:23	What is sustainable marketing then? How can we define and operationalise it? #ESRC5
13:44:27	Developed a framework of evolved marketing with colleagues and Friends of the Earth #ESRC5
13:45:24	About tackling the route barriers to sustainable marketing #ESRC5
13:46:38	Framework involves 1) putting real needs of customers first. #ESRC5
13:47:19	2) relate and co-create. Relationships are at the heart of sustainable marketing #ESRC5
13:48:15	3) leadership. Marketing leads and must be used as force for good #ESRC5
13:48:45	4) long term thinking. Need to embed long termism #ESRC5
13:49:15	5) metrics. Integrated reporting. Marketing is central to that #ESRC5
13:49:34	6) Marketing as strategy #ESRC5
13:50:32	Wow, Victoria gave us an impressive whistle-stop tour! Thanks Victoria. Isabelle Smzigin is next to talk #ESRC5
13:51:24	Isabelle discussing who needs to change behaviour and how do we make them do it? #ESRC5
13:51:38	Isabelle is for business #ESRC5
13:52:11	Discussing the responsibility deal. 'Enabling our customers to eat and drink fewer calories' #ESRC5
13:52:36	So difficult for it to be our responsibility alone #ESRC5
13:53:17	Food can be as addictive as drugs; fats activate the brain; we have a natural preference for sweet tastes #ESRC5
13:53:47	Cognitively we have a number of human biases. These have a real effect on the kind of choices we can make #ESRC5
13:55:15	A lot of misunderstanding around food. We use heuristics to categorise foods as good or bad based on assumptions #ESRC5
13:55:51	Consumers suffer from self control issues. We can't think long term #ESRC5
13:57:07	Obesogenic environment. There's a lot of calories out there! Various cues and norms lead to passive overeating #ESRC5
13:57:48	Food is relatively cheaper. 'Commercial success but marketing failure' #ESRC5
13:58:26	Responsibility deal is voluntary. Also incremental - different types of Coke just means more shelf space #ESRC5
13:59:24	Businesses need to decrease portion sizes #ESRC5
14:00:02	Businesses need to respond to this in the right way rather than looking for loopholes #ESRC5
14:00:37	Bigger chocolate bar sizes 'for sharing'! No one shares... #ESRC5
14:01:16	Stop them from sharing by regulating the portion size #ESRC5
14:01:45	Also about offers in shops: BOGOF, 3 for 2 etc #ESRC5
14:02:00	RT @PatElf_Ldn: Today at #ESRC5 to find out more about #behaviourchange - Agenda looks highly promising and the start was already excellent!
14:02:46	Taxing. Not always the solution. Can be unintended consequences #ESRC5
14:03:38	What could be done? Businesses should reduce choice; give incentives to produce food with lower calories; smaller portions #ESRC5
14:05:07	Tax could work in the sense of what it might do to the companies in terms of the produce they produce #ESRC5
14:05:20	Thank you to Isabelle, great talk. #ESRC5
14:05:42	Richard from Unilever is next up talking about market based behaviour change #ESRC5
14:06:45	Government toilet building programmes in places such as India. Things that people need aren't necessarily what they want #ESRC5
14:07:33	People are given toilets but don't use them  because it is not what they are used to. Businesses need to look at needs versus wants #ESRC5
14:07:58	Need to create models and theories that apply to business #ESRC5
14:08:41	Unilever is a huge, global company. Potentially a very powerful business for creating change #ESRC5
14:09:54	Unilever approach sustainability and behaviour change through innovation and advertising #ESRC5
14:10:41	The important thing is that we can sustain this effort. About doing well by doing good. Create positive value in the world #ESRC5
14:11:02	And returning that value to the share holders #ESRC5
14:11:52	Define the behaviour; understand the consumer; create ideas; implement #ESRC5
14:12:32	Not perfect. A good solution. can be criticised, but actually does its job #ESRC5
14:12:56	Push or pull? We push interventions to people in behaviour change #ESRC5
14:14:18	Pull - another option. Businesses, societies and club change behaviour as part of how they operate. Not their sole purpose #ESRC5
14:17:06	There are 2 things businesses need to do 1) communicate and make things usable 2) create science for 'pull' interventions #ESRC5
14:17:28	Get rid of RCTs because they don't work for what we're talking about here #ESRC5
14:18:06	Thanks to Richard. Now for q and a #ESRC5
14:18:41	Q: training lay practitioners in behaviour change - how do we do it? #ESRC5
14:19:20	Richard: 5 levers. A facilitated approach. Focus on behaviour to change not the outcome. Understand the target consumer  #ESRC5
14:20:58	Q: Isabelle - what about parental responsibility and education in schools? #ESRC5
14:21:29	Isabelle: we've got to look at every angle. Education is a difficult thing though, got to make it work. #ESRC5
14:22:02	Isabelle: a lot of parents don't recognise that their children are obese #ESRC5
14:23:37	Fiona: we need systems approaches. There is no silver bullet. Can't rely on upstream approaches #ESRC5
14:26:34	Marketing creates knowledge that isn't necessarily correct #ESRC5
14:27:26	Q: Richard. In 10 years time how will the bottom line be affected by your goals?
14:27:56	Richard: aim to double the size of the business but keep the environmental footprint the same #ESRC5
14:28:30	Richard: people are starting to invest in companies around sustainability #ESRC5
14:29:09	Richard: it's tough. They are not simple goals. #ESRC5
14:31:05	Q: what prompted unilever's 3 targets? What impact on business supply change? #ESRC5
14:32:15	Richard: our supply chain - we are only responsible for 5% of our carbon footprint in our factories etc. #ESRC5
14:33:51	Q: Victoria. Re: your framework. How do you take your framework and make it work in practice? #ESRC5
14:34:40	Need culture change in organisations. Need to be able to hold companies to account #ESRC5
14:35:49	Not an easy or short term thing, but we need to have a conversation in a common language #ESRC5
14:40:21	Isabelle: business has to do what's best for people. Technological advances make us eat more of the wrong stuff #ESRC5
14:41:09	Govt wants to decrease obesity and it's not working at the moment. Not going to happen through individual behaviour change #ESRC5
14:41:34	Let's try taxes, let's see if it works. Worked with plastic bags and smoking #ESRC5
14:42:25	Q & a over - Henry Ashworth from Portman Group is next up #ESRC5
14:42:52	Talking about Behaviour change and alcohol responsibility #ESRC5
14:43:05	Looking at collective corporate action #ESRC5
14:43:24	Consumer, corporate and public health objectives all need to align #ESRC5
14:44:04	Last decade we have seen some positive trends #ESRC5
14:44:43	PHE longer lives map. Stark discrepancies in different areas of the U.K. Need to target communities that need most support #ESRC5
14:44:56	Need collective corporate action #ESRC5
14:45:40	Making a public commitment and aligning the business model to that makes a big difference #ESRC5
14:46:14	Could make even bigger public commitments. There are some good commitments in the responsibility deal, but some don't work #ESRC5
14:46:41	Competitive advantage is a difficulty. Challenge from govt and response from industry make it work #ESRC5
14:47:51	Alcohol labelling. Responsibility deal changed the whole dynamic of this. A collective pledge made by 86 companies #ESRC5
14:48:48	Between pledge and delivery 2 years later the Portman group did an audit of the market. Delivered to companies to show progress #ESRC5
14:49:21	Companies knew they would be held publicly accountable for not achieving the targets #ESRC5
14:49:41	Pulled their fingers out to hit the targets of the responsibility deal #ESRC5
14:50:37	2008 17% of products had drinking in pregnancy warning label. Now 96% #ESRC5
14:50:50	RT @childnet: Great discussions on behaviour change at the #ESRC5 seminar at the Royal Society
14:52:04	Key pledge was can packaging. White Lightning was removed from the market. Individual action helped corporate reputation #ESRC5
14:52:18	But did not reduce misuse of white ciders #ESRC5
14:53:24	Maintenance of a level playing field. If one corporation takes action how do they know others will follow suit? #ESRC5
14:54:50	Pledges. E.g. No can selling more than 4% alcohol. 5 big supermarkets signed up, reduced alcohol content in super strength beers etc #ESRC5
14:55:24	No good in saying 'your win is my loss'. Doesn't work in the long term. #ESRC5
14:56:06	Govt halved beer duty for beers less than 2.8%, doubled it for higher percentages. Saw lots of innovation as a result #ESRC5
14:58:01	Switching house wines to a lower percentage, reducing glass sizes in restaurants. Need these collective actions #ESRC5
14:58:54	It is totally possible to align incentives within the market place #ESRC5
15:00:11	Thanks Henry, very interesting talk #ESRC5
15:00:28	Marisa de Andrade is next up #ESRC5
15:00:58	Flip side of the debate now! Intended to consider the hidden truths #ESRC5
15:01:24	Corporate social responsibility is not designed to be charitable #ESRC5
15:01:44	Always going to be the case because of how businesses are set up #ESRC5
15:02:18	Apparent generosity is targeted at consumers, but also at stakeholders #ESRC5
15:03:07	Need to think about the bigger picture. Reduces accountability, enhances business performance #ESRC5
15:04:23	Alcohol consumption decreasing hasn't translated to the real world in reduction in harms #ESRC5
15:04:40	People don't tend to be honest about alcohol consumption #ESRC5
15:05:18	1 in 2 smokers a year die from smoking. Driven by corporate marketing. This marketing has a massive effect #ESRC5
15:05:57	Also about stakeholder marketing. Targets those in power who need to stay in power for political gain #ESRC5
15:07:55	Eg Philip Morris spend - $2m on sponsoring domestic violence shelters in the US. Spent $108m advertising to tell us about it #ESRC5
15:08:40	Language important: togetherness, collaboration. Governance without government #ESRC5
15:09:07	Form of corporate regulation integrated into business model #ESRC5
15:12:16	Lack of questioning in the public domain about where our information comes from #ESRC5
15:13:40	Tax breaks on low alcohol products appear to be win-win. Unintended consequences for this. New products can be marketed at kids #ESRC5
15:14:03	Or at people who didn't drink in the first place- creating problems, not solving them #ESRC5
15:14:58	Companies should behave to high ethical standards, but there are severe limitations. Should not replace regulation #ESRC5
15:17:23	Thanks to Marisa for a great talk #ESRC5
15:17:33	Q and A now. #ESRC5
15:25:43	Isabelle Szmigin challenging some of the quotes in Marisa's talk. Should all businesses not be involved at all then? #ESRC5
15:26:07	Marisa: no, it has its place but profitability comes first #ESRC5
15:26:36	Minimum unit pricing is effective but we have lobbying against it #ESRC5
15:27:56	Marisa: wanted to raise some of the complexities. Ultimately want more consumers to consume. Need to look at bigger picture #ESRC5
15:29:03	Henry: self regulation done well is better than statutory regulation. More buy-in #ESRC5
15:30:25	Business should sign up to the spirit of the rules. You can impose strict commercial sanctions #ESRC5
15:55:19	Will Gardner from Childnet is now talking after a short break #ESRC5
15:57:27	Young people using 6 apps a week. Children and young people want to interact with the technology around them #ESRC5
15:57:53	Internet safety. A shared responsibility: schools, parents, governments all play a role #ESRC5
15:59:03	Childnet need to maintain independence, can't talk for the companies we work with #ESRC5
15:59:41	Need to be able to respond and work quickly and effectively with service providers #ESRC5
16:00:03	Need to have the correct settings to use services like Twitter etc effectively #ESRC5
16:00:34	Have to make sure funding we get is from a mixed source otherwise would compromise our independence #ESRC5
16:01:55	These service providers have a wide reach. If providers could support our campaigns it would be massively helpful #ESRC5
16:02:56	Need to repetitively raise awareness and we encourage people to stop and think. Need to develop a conversation #ESRC5
16:05:19	Have a role in influencing the industry too. Able to take the experience of young people directly to the corporate provider #ESRC5
16:07:03	Sustainable funding is important for a small charitable organisation. But should the govt pay? Google? #ESRC5
16:08:07	Thanks to Will Gardner. Bernard Burnes is next up #ESRC5
16:08:29	How can organisations manage change more effectively? #ESRC5
16:08:53	70% of efforts fail. Organisations try to do too much change #ESRC5
16:10:13	Always worth bearing in mind change always involves some level of behaviour change #ESRC5
16:11:38	Corporate behaviour change is never static #ESRC5
16:13:25	If we want sustainability, we need to ask: What behaviours do you want to change? What does success look like? #ESRC5
16:14:15	Also, what behaviours do we want to keep? Need to know what it is we want to do. Behaviour change starts at the top #ESRC5
16:15:16	50-75% of senior managers are ineffective in their job #ESRC5
16:16:11	Need to lead by example from the top. By changing CEO you can affect change #ESRC5
16:18:45	Creating choice makes things more likely to work #ESRC5
16:20:53	Failure is not compulsory - we can achieve success in changing behaviour in organisations #ESRC5
16:21:27	Need to be clear what or names our. Also need good consistent leadership in the long term #ESRC5
16:22:16	Got to have tenacity and push our way through the obstacles #ESRC5
16:23:46	Many thanks to Bernard. Fiona summing up now, then a Q and A session from the floor #ESRC5
16:24:39	How much individual behaviour change fails? #ESRC5
16:25:04	Bernard: dieting as an example - almost always fails! #ESRC5
16:25:44	Isabelle: got to be careful at placing responsibility on individuals #ESRC5
16:27:15	Bernard: it's about choice and collective action, information and reinforcing mechanisms #ESRC5
16:27:43	Need to put a package of things together, individual behaviour change is not enough #ESRC5
16:29:34	Bernard: optimistic that it can happen. Not rocket science, just need a critical mass and to convince people that it's worth doing #ESRC5
16:33:37	You can either fail quickly or succeed slowly! #ESRC5
16:37:05	Henry: the responsibility deal has got companies thinking in a way they haven't been thinking before #ESRC5
16:55:09	Many thanks to all of our speakers today, it's been very interesting. Safe journeys home #ESRC5