De nationella målen för svensk trafikplanering är tydliga: ingen ska dödas eller skadas allvarligt i trafiken och det hållbara resandet ska öka. Etappmålen till 2030 kräver fortsatt fokus, särskilt på sårbara trafikanter och en utveckling av gaturummet som stärker hållbart resande. Det är ute i kommunerna som dessa mål ska bli till verklighet. Här görs avvägningar, prioriteringar och anpassningar.\nMånga av de mest komplexa trafikfrågorna handlar i grunden om mänskligt beteende. Infrastruktur, regler och riktlinjer skapar förutsättningar men effekten uppstår först när människor agerar i linje med det planerade.
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En aktiv skolresa förbättrar barns hälsa, självständighet och koncentration men många skolvägar brister i trygghet och trafiksäkerhet. I samarbete med Luleå Tekniska universitet, Luleå kommun och elever på Hertsöskolan undersökte vi hur framtidens hållbara skolvägar kan komma att se ut.
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\nPå uppdrag av Fryshuset och med finansiering av BRÅ genomförde Beteendelabbet en kartläggning som identifierade hinder för individer som vill lämna organiserad brottslighet. Kartläggningens grundar sig på individens upplevelse och perspektiv av dagens stöd- och skyddsinsatser, med målet att identifiera områden där beteendedesign skulle kunna hjälpa fler att ta stöd och lämna organiserad brottslighet.
Hur kommer en vanlig skolmåltid att se ut år 2060 om vi lyckas hålla den globala uppvärmningen vid 1,5 grader? Och vad händer om vi misslyckas och världen når 3 graders uppvärmning?
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Ett viktigt steg i detta är att genomföra ett proteinskifte. Det innebär att vi minskar konsumtionen av kött och andra animaliska produkter. I stället bör vi äta mer hållbara proteiner, exempelvis baljväxter, fullkornsprodukter, nötter, frön och andra växtbaserade alternativ.
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Men endast 25% av Sveriges befolkning kan tänka sig att konsumera mindre animaliskt och mer vegetariskt, där smak är en av de vanligaste barriärerna till att skifta till växtbaserade proteiner.
\nVi ville genom ett smakexperiment väcka reflektion kring våra matvanor och utmana de fördomar vi ofta har om vegetarisk mat. Under tre dagar deltog över 200 festivalbesökare i experimentet, där deltagarna fick smaka på två identiska tacos och sedan svara på frågor i ett formulär efteråt. Uppgiften var enkel: Vilken trodde de var kött respektive vegetarisk?
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beteendeförändring kan minska biltrafiken. I samarbete med Uppsala kommun, STUNS och Björklinge centrum ville Beteendelabbet testa om erbjudandet av fler lokala möjligheter till distansarbete kan påverka antalet bilresor och samtidigt främja näringslivet på landsbygderna.
\nGenom omvärdsanalys av liknande initiativ och affärsmodeller, platsbesök, enkäter och intervjuer kartlade Beteendelabbet upplevelser, beteenden och behov kring arbetspendling, distansarbete och livspusslet. I kartläggningen upptäcktes ett stort intresse för en lokal arbetshubb i orten Björklinge, 2,5 mil från Uppsala. Här var det många som uttryckte en önskan om att variera var de arbetar och flera angav social gemenskap som en anledning för dem att använda lokalen. En enkät specifikt för Björklinge gav ytterligare insikter som också togs vidare genom intervjuer. Bland annat upptäcktes att:
\n88 av 100 respondenter önskade arbeta närmare sitt hem
\n90 av 100 kan tänka sig att prova på att jobba från en lokal arbetshubb
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Ett av ICAs långsiktiga mål är att hjälpa sina kunder gå från vilja till handling med att uppnå Livsmedelsverkets rekommendation kring 500 gram frukt och grönt per person och dag. Som en del av detta arbete ville man undersöka hur man kan jobba med nudging - för att göra det lätt att välja rätt - i butiken utan att använda pekpinnar eller ekonomiska drivkrafter.
\nI en butiksmiljö överöses vi av intryck och för att spara energi går vår hjärna in i autopilots-läge. Vi fattar snabba, ogenomtänkta beslut som inte alltid är i linje med våra långsiktiga ambitioner. Vi är ofta stressade, trötta och hungriga när vi handlar vilket gör att vi gärna går i redan upptrampade spår och tenderar att handla samma produkter som vi “brukar”. I den här miljön är vi också känsliga för sådant som pockar på vår uppmärksamhet såsom extrapriser och produktplacering.
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A survey carried out by UNDP in 2017 shows that 45% of the households are heated with firewood, 31 with electricity and only 21 % are connected to and use the central heating system. This project seeks to test how behavioral science could be implemented to tackle air pollution in the city of Skopje and lead towards improvement of the air quality and the overall quality of life.
\nThe idea was to support local organizations in Skopje to conduct behavioral change activities that will downscale the effects of air pollution through conducting nudge(s). Through an open call, four local projects were selected to address air pollution in different ways. To strengthen all four teams’ capacity to implement a behavioral science approach, the UNDP brought in a behavioral change consultant (Ida Lemoine from Beteendelabbet).
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Rent","introduction":{"childMarkdownRemark":{"html":"Varje år slängs fimpar motsvarande ca 108 ton plast utomhus i Sverige. Detta skapar inte bara en otrevlig offentlig miljö utan utgör också en stor miljöfara. Cigaretter innehåller ämnen som är mycket skadliga för djur och miljö och som inte kan brytas ner av naturen. När fimpar hamnar i dagvattenbrunnar och slutligen i vattendrag får detta förödande konsekvenser för våra sjöar och hav.
\nGenom ett fältbesök undersöktes beteendmönster kring var folk röker och slänger fimpar. Tre insikter blev extra tydliga:
\nÅr 2025 vill Liseberg vara världsledande inom hållbar parkverksamhet. Ett steg på vägen mot målet är att minska klimatpåverkan från försäljning av mat och dryck. Beteendelabbet fick därför i uppdrag att med nudging som metod öka försäljningen av vegetariskt mat på Lisebergs restaurant “Café Taube”.
\nBeteendelabbet undersökte beslutsmiljön på Lisebergs restuarang och passade även på att intervjua några av gästerna. Tre insikter blev tydliga:
\nMånga gånger är våra beteenden ganska omedvetna, känslostyrda eller sker på vana och rutin. Detta är inte alltid till vår fördel i tider när vi behöver förändra våra beteenden enligt myndigheternas riktlinjer till följd av covid-19. Det kan vara svårt att skapa nya beteenden i redan invanda mönster. Därför kan vi behöva nudges som hjälper oss till att förändra vårt automatiska vardagsbeteende. Vi har tagit fram nudgematerial (bland annat stickers och golvdekaler ) som du enkelt kan skicka till tryck och sätta upp i offentlig miljö.
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Målet med samarbetet med Stockholm stads äldreomsorg var att ta fram enkla, skalbara beteendelösningar som ska hjälpa personal att upprätthålla smittsäkra rutiner och beteenden.
\nBeteendeforskning visar att det ibland krävs mer än information och utbildningar för att hjälpa människor att klara av ett beteende som ska genomföras kontinuerligt över lång tid och upprepade gånger varje dag. För att få en bild av hygienbeteenden idag så samarbetade vi med ett äldreboende i Stockholm, vi observerade miljön och beteenden under olika arbetspass och gjorde intervjuer med personalen för att få deras upplevelse av att göra hygienrutiner i olika beslutsmiljöer under en arbetsdag.
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Läget aktualiserade också en diskussion kring hur sociala kontakter, även med personer vi inte känner påverkar vår upplevelse av lycka. Vårt projekt som är ett samarbete med AJ Landskap och konstnären Gunilla Bandolin utforskar hur ett offentligt rum i staden kan främja social interaktion och med särskilt fokus på beteendet att säga; hej! Platsen för vårt experiment var Riksdalertorget i Hägersten, Stockholm.
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En god tillbudsrapportering, det vill säga rapporter om skador eller eventuella risker är en viktig faktor för ett fungerande, proaktivt säkerhetsarbete. Wästbygg ville med hjälp av nudging öka sin tillbudsrapporting och därmed skapa en säkrare arbetsmiljö.
\nI intervjuer med anställda och genom kartläggning av beteenden på byggarbetsplatsen upptäcktes bland annat att själva ordet “tillbud” upplevdes komplext och förknippades med allvarlig skada eller död. Därmed uteblev rapporter där “ingen kom till skada” eller där det bara fanns risk för skada. Oklara rutiner och en tidskrävande process bidrog till utebliven rapportering.
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För att lyckas behöver kommunen hållbara och långsiktiga verktyg som ökar det kollektiva resande.\nVi fick i uppdrag att ta fram kommunikation med fokus på beteendeförändring för att hjälpa Linköping att nå sitt koldioxidneutrala mål och samtidigt undersöka vilken effekt olika inramning av information i kommunikationsutskick hade på resandet.
\nMånga människor säger sig värna om miljön och uttrycker en vilja att öka sitt kollektiva resande. Ändå är det många som i en verklig valsituation istället väljer att åka bil. Det är skillnad på vad människor säger att de gör och vad de faktiskt gör. Hur kan vi få de personer som kan och vill välja kollektivt resande att faktiskt göra det?
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Våra levnadsvanor idag är varken hållbara för oss själva eller vår planet. Under en konferens med 900 besökare utförde vi ett gerillaexperiment för att undersöka om en mindre portionsstorlek kan fungera som en nudge mot ett mer hälsosamt beteende.
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ICA ville få sina kunder att minska konsumtionen av kött till fördel av vegetariska alternativ.
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fastighetsägare känner igen. Det är en utmaning att få många personer med olika ambitionsnivåer och motiv att samarbeta kring ett gemensamt åtagande såsom återvinning. Situationer som denna, där individernas beteenden inte alltid tjänar det gemensamma målet kallas för “allmänningarnas tragedi”. Nobelpristagaren och nationalekonomen Ellinor Ostrom har ägnat sitt liv i att forska på just detta dilemma och har i sin forskning sammanställt åtta gemensamma designprinciper för lyckade samarbeten. Vi inspirerades av Ostroms principer om delaktighet och medbestämmande i utformandet av nudgeinsatser till Nordost.
\nUnder intervjuer och workshops med de boende fick vi veta att många upplevde återvinningsrummen som mörka, illaluktande och otrygga. Det fanns också en tydlig kunskapslucka hos många av de boende kring hur och varför man bör sortera sitt avfall och det saknades någon form av muntlig kommunikation/information. En återkommande tanke som delades av många boende var “ varför ska jag sortera rätt/ ändra mitt beteende, när ingen annan gör det?”
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Med Beteendelabbets hjälp ville Lifesum arbeta mer utifrån mänskliga beteenden i sin produktutveckling, samtidigt som de ville skapa affärsnytta.
\nCarpe diem! Det må vara ett klyschigt uttryck men det är en bra beskrivning för hur vi människor ofta agerar. Vi har svårt att tänka långsiktigt och vi älskar snabba belöningar. Utan ett konkret mål i sikte på tappar vi lätt fokus och agerar istället på ett sätt som bara gynnar oss i stunden. Lifesums olika program saknade tidsbestämda mål. De positiva konsekvenserna behövde flyttas närmare i tiden för att öka motivationen hos användarna.
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\nMaterialet har arbetats fram systematiskt genom enkäter, beteendeteori, experiment samt intervjuer med invånare i Linköpings kommun.
\nBeteendetyperna har kategoriserats utifrån hur ofta de utför beteendet “att resa kollektivt” vartefter deras förmåga, möjlighet och motivation (COM-B modellen) till att resa mer kollektivt har kartlagts. För vardera beteendetyp har ett övergripande behov identifierats. Utifrån behovet har ledande principer tagits fram för idéer om hur behoven kan mötas med mål om att designa träffsäkra beteendeinsatser.\nBaserat på denna kartläggning och kategorisering ges rekommendationer för olika beteendeförändrande insatser för respektive beteendetyp.
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Nudgeguiden baseras på Håll Sverige Rent- och Beteendelabbets praktiska erfarenhet och beteendevetenskapliga kompetens och är ett vägledande material med både inspiration och handfasta verktyg.
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allting är förberett för forskning och allting i bostadshusets mäts medan de boende i huset lever ett vanligt liv. Här genomförde Beteendelabbet ett innovationsprojekt för att utveckla lösningar för framtidens hållbara boende med fokus på matsvinn. Idag slänger genomsnittssvensken över 70 kg mat per år. Hur bör vi leva i framtiden för att skapa hållbara beteenden som minskar matsvinnet?
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Experimentet syftade till att undersöka hur en enkel nudge kan vara en hjälp på vägen till mer klimat- och hälsosamma vanor.
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Som ny användare av Deedster får man svara på frågor kring sina vanor och får sedan på ett enkelt och visuellt sätt se sitt klimatavtryck. Sedan påbörjar du som användare din klimatresa och rör dig framåt genom att utföra goda gärningar, med målet att leva mer klimatsmart. Tillsammans med Beteendelabbet ville Deedster uppmuntra till mer långvariga klimatvanor och inte bara engångsbeteenden. De viktigaste frågeställningarna inför projektet var: Hur kan vi fortsätta att motivera användaren genom hela resan mot ett mer klimatsmart liv och hur hjälper vi användaren att skapa goda, bestående vanor?
\nVi började med att identifiera appens viktigaste beteendet, det som Deedster främst vill att användaren ska göra. Deedster ville få sina användare att förändra sina vanor och utföra de goda gärningarna i verkligheten. Det viktigaste beteendet som appen uppmuntrar till är alltså ett långvarigt, klimatsmart agerande. Vi behövde ge gärningarna mer utrymme i appen och se till att användarna var motiverade att utföra dessa gärningar.
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För att nå FN:s hållbarhetsmål 2030 behöver byggbranschen öka sin återvinning av material snabbt och markant. Beteendelabbet genomförde en beteenderesa på bygg- och projektutvecklingsföretaget Wästbygg för att med nudging öka deras återvinning på en byggarbetsplats
\nDet saknades tydlig information och återkoppling kring återvinning. Avståndet mellan byggplatsen och avfallscontainrarna var långt vilket ledde till minskad motivation hos yrkesarbetarna.
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