Hi all, An interesting example of social diffusion in action is the Redwood River Clean Water Project in Minnesota. It began as a response to poor water quality conditions in the watershed. Bacteria, sedimentation, phosphorus pollution, nitrogen pollution, and annual flooding were all problems in the area. A few of the project goals were to reduce sediment and nutrient loadings, expand game fish habitat and increase fishing opportunities, improve water flow stability, and increase awareness of water quality issues within the watershed. Critically, the project also focused on encouraging farmers to engage in best management practices (BMPs) on their agricultural land, such as grassed waterways, sediment control basins, waste management plans, multi-purpose dams, riparian buffer strips, wetland restoration, and conservation tillage practices. The farmers who volunteered to participate in the project benefited from face-to-face visits from professionals as well as extensive training and education on BMPs. They also received financial incentives. One of the most innovative approaches of the project that likely had a substantial impact in terms of diffusing BMPs through the farming community was the introduction of a handbook that was distributed to local farmers. The handbook, entitled “Restoring the Redwood River: Examples of Involvement by Local Citizens”, included a map of sub-watersheds within the larger one, so the farmers could see which sub-watershed they belonged to and could have an impact on. It also included information on BMPs and the actions that other farmers (i.e., their peers) had taken to protect the watershed. A photo of each farmer was included with the information, along with a description of their actions and the results. Also included was a map with driving instructions to that farmer’s farm! This meant that farmers who were curious about how one of their peers was implementing a BMP could drive out to go and see it first-hand. The handbook was distributed among farmers in the area, even if they were not participating in the project. This normalized the use of BMPs and encouraged conversations among farmers regarding these practices. Results? During the first five years of the project, 159 participants were enlisted, and they engaged in 350 BMPs. By its fifth year, farmers in the Redwood River corridor averaged soil and phosphorus reductions of over 158 tons. Note that while this project’s goal was to protect a watershed, the social diffusion aspects could be applied to other sustainable behaviors (e.g., encouraging organics diversion practices in an office building). Research suggests that the likelihood of a new sustainable behavior or innovation being adopted depends on the following factors: Relative advantage: Is the new behavior perceived to be superior to the behavior it replaces?Perceived risks: Will adopting the behavior increase the probability of financial loss or social disapproval?Complexity: Is the new behavior challenging?Compatibility: Is the behavior compatible with the values of the target audience?Trialability: Can the behavior be trialed before making a long-term commitment?Observability: Is the behavior visible to others? To read more about the Redwood River Clean Water Project, click here. To learn more about social diffusion, consider purchasing the fourth edition of Dr. Doug McKenzie-Mohr’s community-based social marketing book here.
