Enthusiasm is not enough

The Hong Kong Government Environmental Protection Department had a large booth at the EcoAsia Expo dedicated to promoting its efforts. I spent extensive time there talking to the staff, exchanging ideas and learning about the latest initiatives implemented by the department. Among the initiatives are the Compliance Assistance Centre (CAC), EcoPark and the Municipal Solid Waste (MSW) Charging Scheme to which I will dedicate separate posts.

The first thing that struck me at the booth is the people. When I think government staff, it usually does not trigger very positive emotions (It is true that I mostly interact with immigration staff which is not the most pleasant of all experiences). But at the booth every single person I talked to was knowledgeable (in their particular area) and presented well. The most important was that they believed in what they were doing. They were eager to explain the newest initiatives happening, their impacts and exchange ideas about how things are done in other countries. Having enthusiastic employees is a first step in making a change.

It was clear as well that the department was spending endless efforts and money on trying to make their message stick and change people’s habits. The booth was full of reports, booklets, leaflets, freebies and other posters aimed at explaining how to be a more environment-friendly citizen. As a researcher, I am not convinced at all though that all these documents are “sticky”, to use Malcolm Gladwell terms.

I don’t think any study has been performed to assess how efficient all these promotions are, but there should be some. Mostly after people pick up leaflets, if they don’t throw them away, they will store them in a drawer not to look at them again. To really achieve its goal of changing people’s behavior, the government should look at more innovative ways and channels to research people and communicate its message. Being enthusiastic is good; being an expert about the environment is even better, but in the end how the message is communicated is most crucial in changing people’s habits. And there, the expertise necessary is marketing and psychology, on which I doubt that the government focuses enough.