Key Topics: Business Ethics, Corporate Social Responsibility, Organizational Culture

Students will research and propose an ethical framework for how Climate Steps can use marketing and behavior change science methods responsibly—both in 1) its own product/experience design (social marketing) and in 2) behavior change guidance provided to users (bc actions; e.g., helping people talk to family members, addressing denialism, causing neighborhood ripple effects). The project will balance effectiveness with ethical risks (manipulation, coercive design patterns, vulnerable audiences, trust erosion). 
 

A well-known example of behavior change design in the field of traditional marketing, not considered coercive but is technically a form of manipulation, is the choice of fast food restaurants and packaging companies to use red and orange colors inside their buildings, as red/orange are associated with causing hunger. (one review ref of the actual science: https://www.sciencedirect.com/science/article/abs/pii/S0950329318301678). This is considered ethical, since it is very transparent.

The opposite end of the spectrum is gambling, where slot machines have been criticized as to being so well designed that they are as addictive as drugs (https://pmc.ncbi.nlm.nih.gov/articles/PMC5797763/#B40), as has been gaming (https://www.gamedeveloper.com/design/ethical-design-are-most-social-games-just-virtual-slot-machines).  Then there is social media...(https://ihpi.umich.edu/news/social-media-copies-gambling-methods-create-psychological-cravings).

However, there is also the field of social marketing, which “seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good.” (https://aasm.org.au/what-is-social-mar)

Climate Steps already has been implementing and recommending to users social marketing/behavior change methods, while informing the users why. For instance, CSteps requires and mentors its posters (FB group members) to not focus on writing about horrible climate events without immediately providing a climate action for users to follow up with - this helps prevent the withdrawal of readers from an anxiety-inducing issue (https://www.ted.com/talks/renee_lertzman_how_to_turn_climate_anxiety_into_action) and can also lead directly to actions. CSteps bans users that do not follow the rule. This has been a very successful draw of users to CSteps' FB group who want a positive environment, and has created change in users' behaviors" towards constructive behavior.  It is transparent, often explained to the user, and has resulted in far more effective dialogues by users.  So this example is considered ethical by CSteps. 

Further, in use of the website and social media to motivate users to take action, CSteps provides clear communication, supportive text, and pre-filled planning modules, supporting personal, social/community, political, and industry-related actions. Note, CSteps has a policy of not supporting or promoting of civil disobedience, which would likely not stand up to First Amendment protection. They do so because not everyone can afford to go to jail, and thus they consider it unethical to recommend it as an action. However, many in the field of climate action argue differently - that the planet cannot wait for purely good actions, and leaders' influence on followers can be strong.

Overall, CSteps recommend many of the thousands of other actions, including making the most of neighbor "envy" (a strong force behind users behaviors) and they plan to use some online gaming tools and pre-developed action choices for users to help them find the best actions for their situations. Thus, CSteps is seeking a policy/ decision flowchart to help determine which actions are ethical/not ethical.

Critically, CSteps also recommends certain "bc actions" to its users to help them change others' behaviors (neighbors, family). Most are common-sense ways to communicate, but some could be considered ethical risks when dealing with family, friends, and colleagues. Entrapment of people into talking about subjects, eating vegetarian meals, or protests, for instance, could be considered unethical by some, necessary by others.  Some yard signs may even put houses in danger of vandalism.  A recommended line drawn as to types of actions and/or recommended language to go with certain actions would be appreciated. [Liability issues are being considered in a  separate project.]

Overall, the results of the research are needed for a grasp of behavior change science implementation by organizations, risk, etc., for Climate Steps and especially for vulnerable peoples,  and CSteps will benefit from recommendations for ethical implementation.

Finally, for CSteps, regarding how to provide transparency on their social marketing and how to write about "bc actions" recommended for users, students will determine/suggest what is the best language to describe behavior change science/behavior change actions without using negative wording (for example, the phrase "behavior contagion" is often used in science, as is "domino dynamics." They have different meanings, but also obviously different negative and positive connotations to the public.)

Organizational Level
1. Research into current behavioral change science and its controversial applications  by organizations (such as gambling, gaming).
2. Significant research into existing ethics/ethical recommendations of incorporating social marketing and behavior change science into websites and materials to influence user engagement and subsequent behavior. Gather appropriate examples of existing behavior change science recommendations for organizational implementation, if they exist.
3. Priority research (at a high level) how organizations can best motivate people to take action, especially climate action.  Consider this as creating change from a "resting state" to climate action. What examples are being utilized in the area of climate action by organizations?  How do issues of DEI, vulnerable peoples apply in this situation?
4. Providing written report(s) on the above, and whether there are studies, recommendations by experts as to where a line is drawn.
5. On the opposite side of creating change from resting state to climate action, consider also how organizations might fight user conformity to social norms (a force keeping people at resting state; https://www.sciencedirect.com/science/article/pii/S0195666321006267), and provide a separate written overview.
6. Outline how behavior change science can be framed in CSteps upcoming Behavior Science section and in their Principles.doc without using trigger words of behavior change + science? Or "behavior contagions?"

User Level
Research and provide guidance into the ethical risks of recommending how users can influence other users.  
Note, in providing users' suggestions on how to create change in others , there are:

In terms of ethics and user confidence/trust, what are some of the studies saying in terms of inappropriate marketing, mentoring to others, etc. lines crossed?  

 
If experts' discussions on red lines cannot be found, state your understanding of the literature as to where it should be and make recommendations.

 Deliverables will include:
1) a brief "bc methods" research report on the ethical use of behavior change design/methods implementation by organizations.
2) a brief "bc actions" research report on the ethical scope and red lines organizations have in asking users to change others' behaviors.
1) a set of ethical principles, 
2) a clean 1-page chart of “red lines” discovered. 
3) recommended best practices for CSteps, and 
4) an example code-of-conduct style policy that Climate Steps can use internally and externally when describing behavior change work.