BLOOBOX: HOW CAN BRANDS INFLUENCE

POSITIVE BEHAVIOURAL CHANGE?

Image Credits: ChannelNewsAsia

The Bloobox, a free household recycling box, was distributed across Singapore until 30th April 2023, as part of National Environment Agency (NEA)’s recycling initiative announced in November 2022. Almost 93% (530,000) Blooboxes were distributed, with the remaining boxes used to support the Recycle Right campaign.

To effectively promote sustainable habits and encourage behavioural change, it is crucial to go beyond mere communications efforts and provide an extra nudge for consumers to take action.

There are several key factors brands should take into consideration to influence behavioural change:

1) Make it desirable: It is essential to align the desired behavioural change with consumers’ self-image and how they wish to be perceived by others. By associating sustainable habits with positive attributes, individuals are more likely to embrace them.

2) Make it easy: While most consumers already have the intentions of adopting such behaviors, what they need is an extra nudge to take the first step. The Bloobox is an example of providing a physical solution instead of an idea or suggestion, making it easier for them to adopt the change.

3) Make it a habit: While taking the initial step is commendable, the goal is to transform it into a consistent habit. This requires reinforcing and reminding individuals, creating a system that encourages repetition, and ultimately making the behaviour unconscious and automatic.