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Cahoo - A sustainable Action Model

For me, my community and my planet

MA 2020/2022
Keywords
Sustainability, Financial Data, Consumption, Community
Overview

Consumer behaviour is driving sustainability, and customers are intentionally choosing to relate to brands that share their values, and they expect businesses to assist them in adapting. Cahoo is a social learning and action model that combines behaviour science concepts, the SBI Feedback Model (Situation, Behaviour, Impact), and the circle of engagement paradigm to create a new model that fosters social learning and activity. To build a circular loop, it stimulates interaction, pushes consumers to take action, and provides feedback on the consequence. It allows users to create a community-led marketplace of sustainable actions and businesses to learn and grow as a collective. Cahoo also uses gamification elements to engage its users, such as challenges, badges, and rewards.

Collaboration
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Background:

Sustainability is no longer a strange concept. However, the process required for achieving it can be confusing and strenuous. As environmental challenges become more urgent with each passing day, working our sustainable decision-making ‘muscles’ became part of everybody’s responsibility. Our preliminary research led us to the behavioural science theory of the intention action gap, which has been supported by studies from IBM and Visa. The intention-action gap refers to the difference between intended and actual behaviour. In this circumstance, even the finest intentions to live a "greener," more sustainable lifestyle are ineffective. A quantitative study discovered that a gap exists for one out of every three people in the United Kingdom.


The average footprint in the UK-based adult is roughly 12.7 tonnes of CO2 per year. And when we split those down into activities, we find that 57% are related to our everyday purchasing decisions! Food, our home, and travel, we emit around 7.2 tonnes of CO2 per person each year. We know that one individual cannot eliminate most of it, but if everyone does their part, we may be able to make a difference toward our goal of lowering world temperatures.

Research and Insights:

Over the course of three days, we interviewed 16 people from varied backgrounds to learn about their perspectives on sustainability. We affinity mapped all responses to understand users' needs, goals, and motivations as well as their barriers to making a sustainable decision. 


Motivations to take action:

Consumers who actively participated in sustainable efforts expressed concern about climate change, which prompted them to take action. After learning about it online or through a friend or family member, they took action. The emotional payoff of doing the activity was claimed to be emotional.


Barriers to taking action:

Consumers' mindsets on not engaging were impacted by their belief that sustainability is difficult and unconnected to everyday life, as their top focus in life was to fulfil their current goals, needs, and desires. Consumers' desire to embed sustainable actions within their daily lives was frequently curtailed by comfort, convenience, and accessibility. They were also anxious about whether their efforts were having any impact.

Problem Statement

How might we, empower consumers to learn, act and share about reducing impact with their community so as to develop better consumption habits?

Develop:


Building the sustainability Action Model:

Cahoo is a sustainable action model that combines the concepts of behaviour science, the SBI Feedback Model (Situation, Behaviour, Impact), and the circle of engagement model to create a new model that fosters social learning and impact. Building a circular loop, stimulates interaction, pushes consumers to take action, and provides feedback on the consequence. It allows users to create a community-led marketplace of sustainable actions and businesses to learn and grow as a collective.


Design principles:


  • We aim to foster experience sharing and utilize community belonging to take more actions from and for the community.
  • Personalization was critical because if sustainability is to become a part of our lives, it must be blended with our present ways of life.
  • There is no such thing as a good or bad action; everything that helps you lessen your influence on the environment is essential. 
  • Make the experience enjoyable and joyous; people are already concerned about climate change; we want to give them hope and encourage them to enjoy the path of decreasing their effect.

Step 1 - Insights and goal setting

The app integrates open banking technologies to produce tailored insights for consumers, allowing them to place themselves on a scale in comparison to others in their local community. It also assists users in developing goals that serve as a steppingstone for integrating into a sustainable lifestyle.


Step 2 - Challenges

Participating in community challenges motivates users and can push others to perform more activities. We think that by working together, we can effect change and create a better world. We can monitor and track progress together by scaling and grouping individual micro-actions.


Step 3 - Nearby Actions

Users may identify activities near them depending on their location by inputting their wants and preferences based on comfort, convenience, and accessibility to find actions and brands that aid in the sustainable decision-making process.


Step 4 - Feedback and report

We want Cahoo to be simple and enjoyable! Completing activities will allow you to advance through challenges, and completing challenges will help you achieve your goals. It generates reports for users on a regular basis, allowing them to measure their progress and making it more and more feasible and challenging at each step.

SPECIAL
THANKS

Tabitha Cooper, Founder & CEO of Singing Sphere & Business

Colin Weir, Moroku CEO

Dharmesh Mistry, AskHomey CEO

Kam Chana, Head of The Financial Services Challenge Lab RCA and Tutor

Team
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