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Queen Mary, University of London

 

Carbon Intelligence supported an exciting research project funded by Cancer Research UK and led by Professor Danae Manika, to assess whether promoting positive environmental behaviours amongst workplace employees could spill over into increased physical activity and reduce sedentary time (e.g. taking the stairs instead of the lift).

 

The Study

We all know that physical activity is good for us but this doesn’t always result in action. So what if more environmentally friendly behaviours could increase your physical activity? 1 in 4 adults aren’t physically active

Physical activity is proven to help prevent heart disease, diabetes, cancer and much more, but worldwide 1 in 4 adults do not meet the global recommendations for physical activity set by the World Health Organisation (WHO). Global progress to increase this has been slow, largely due to lack of awareness and investment.

Watch the full project video here.

 

Could going green mean being more active?

We’ve recently seen a huge spike in the level of awareness around environmental issues, and the commitments that both organisations and individuals are making. So could this level of ambition be translated into actions that not only benefit the environment but also health and well-being?

Could going green mean being more active?

We’ve recently seen a huge spike in the level of awareness around environmental issues, and the commitments that both organisations and individuals are making. So could this level of ambition be translated into actions that not only benefit the environment but also health and well-being?

The study set out two aims

  1. To examine the feasibility of using a bait-and-tease stealth marketing intervention to increase office-based employees’ physical activity
  2. To examine the feasibility of using a bait-and-tease stealth marketing intervention to increase office-based employees’ physical activity

Process

The project used a Bait and Tease marketing campaign. Positive environmental behaviours were promoted, but health and well-being were not referenced in communications. We see the connection between health, well-being and sustainability as an opportunity to inspire colleagues to take action to help the environment whilst creating a healthier, happier and more productive workforce.

2

Takeaways

The study concluded that the stealth marketing approach could be feasible for motivating workplace employees to engage in physical activities during working hours.

 

Specifically results show that there are indicators that the campaign could increase environmental behaviours in the workplace and this could spill over to physical activity as well as decrease sedentary time.

Found this interesting?

Download Employee Engagement: The Guide for Sustainability Professionals

This guide explains how to bring your colleagues on the sustainability journey with you. It provides tips to get staff and stakeholders fully engaged in your sustainability strategy, educating and motivating them to embrace green attitudes and behaviours.

Download here. 

Services used in this case study