Understanding motivations to shift towards one earth living
OneEarth Living is a think-and-do tank that innovates and amplifies solutions for sustainable ways of living. In collaboration with the Share Reuse Repair Initiative, our client created the 7 Motivation Profiles for Lighter Living Action in BC as a means to better understand people in BC and their choices (sustainable or not).
Communication Design Challenge
OneEarth Living worked in collaboration with the Share Reuse Repair Initiative to create the 7 Motivation Profiles for Lighter Living Action in BC. They conducted 20 in-depth qualitative interviews and a quantitative study of 1,500 British Columbia residents between July and November 2020. The seven “motivations” reflect shared attitudes — they’re not “groups of people”. People are motivated differently depending on the situations they’re in and the actions they’re taking. If we’re able to understand each other better, we can encourage more sustainable choices amongst people with diverse motivations. They came to us with a document concept and a tight timeline.
Outcomes
This was a full-on collaborative effort, with many stakeholders involved in creating the content and finalizing the details. We designed profile icons and laid out this extensive (and interesting!) document series. Profile one-pagers, social media graphics and other elements were created after the document was finalized, to support marketing activities. We always love hearing what OneEarth is working on as they inspire a vision of a better future.
Learn more about OneEarth Living and the 7 Motivation Profiles for Lighter Living Action in BC
