Let’s explore few ways in which one could reduce littering:
1. You could fine people for littering.
2. You could place CCTVs in the area.
3. You could incentivize people for using garbage bins.
4. You could create a social stigma for people who litter.
5. You could make throwing stuff in bins fun.
6. You could use social proof to indicate that a high percentage of people use the bin.
But behavioural scientists did something better in the 2011 Copenhagen study that reduced littering by 46%.
They placed green footprints on the ground, pointing the way to the nearest garbage bin. Simple, low cost, effective Behavioural Design.
India, though is a different story. Usually there are no trash bins in public places, because the trash bins get stolen by people who sell it to make some money, even though they are fixed to the ground with screws. Everything in India has re-sale value.
So Briefcase has created a Behavioural Design solution in the form of non-stealable, waste-segregated, long-lasting, low cost, low maintenance, all weather, endorsable trash bins. But unfortunately, the local government authorities here in Mumbai – the officers from BMC, aren’t interested because of apathy. How can we change their behaviour? Can you help us?