The application of sustainable behaviour change strategies in three built environment companies

Purpose – The purpose of this paper is to describe the effect of methods derived from the study ofsocial psychology to motive better sustainable behaviour in the workforces of built environmentcompanies.Design/methodology/approach – The paper outlines the multi-methodological approach used toobtain the conclusions about the use of social psychological techniques. It also describes why casestudies were the most appropriate framework for the study, based on the complex nature of both thecompanies that participated in the research, and the complex nature of sustainable development.Findings – The study shows that the application of motivational methods based on socialpsychology are effective in raising awareness of sustainability issues and, in one case, had a markedeffect on the future path of the company. Leaders of built environment companies that are interested inimproving sustainable performance should study these techniques and, in particular, consider theirleadership style and method of message transmission. The juxtaposition of hard evidence about theeffects the company is having on the environment and on society, combined with the use of theatre androle play to make this serious message palatable and even enjoyable has a significant effect on the waythe messages are received, and the ability to receive positive support from the workforce in the future.Originality/value – The techniques used in the study are based on an understanding that fact-basedmotivation alone is insufficient to create lasting sustainable change. The use of techniques that involvemore intuitive or emotional methods is unusual in a predominantly conservative sector, and theapplication of certain theatre-based techniques, and Forum Theatre in particular is an originalapproach. The value of showing the efficacy of these techniques may be to accelerate the adaptation ofthose built environment organisations that have been slowed to adopt a whole company approach(including employee engagement) to sustainable performance