Reshaping consumer awareness and behaviours through regenerative architecture to facilitate pro-environmental behaviours, using cues and nudges to subconsciously alter human perception. Bridging the interdisciplinary paradigms of architecture, behaviour, social and cognitive psychology.

Abstract

This paper aims to encourage a shift toward regenerative building techniques by establishing their potential to improve the wellbeing of society and the ecology of planet Earth. This paper will also address the physical and emotional impacts of regenerative architecture on the human mind and resulting behavioural patterns. It aims to explore the potential of this multi-disciplinary holistic approach to offer major socio-cultural and environmental benefit and to contribute raising awareness of environmental issues. It examines research into the ability of ‘visual cues’ of regenerative design, to influence the occupant’s behaviour and attitude toward environmental concerns.

Such ‘visual cues’ are present in the Bertschi School Living Science Wing, as apart of the the Living Building Challenge1 framework. These cues may be projected through locally sourced and recycled materials, visible solar energy harness, food cultivation, connection to natural surroundings or biophilic design initiatives. The Living Building Challenge will provide a basis of case studies for this paper and will be referenced as the method of investigation.

This paper will seek to examine whether a correlation exists between environmentally-conscious behaviours and the presence of ‘visual cues’ or regenerative design features in immediate built environments. The existence of this correlation will be investigated through consumption and usage patterns. Psychological theories and studies such as Nudge theory will also be referenced, to provide a theory for the ability of subliminal or physical ‘cues’ to subconsciously induce or alter behaviours. The place of physical elements in architecture and design will be discussed in relation to their ability to influence pro-environmental behaviours.

This research aims to delve into the potential of architecture as a means to re-shape societal approaches to environmental concerns. In doing so, it may present the reader with a new perspective on the effect of the environment on the human subconscious or conscious mind and architecture’s ability to promote certain behaviours, as well as re-thinking pre-existing negative environmental behavioural patterns, as potential outcomes of physical environments.

Research Paper Introduction

This paper addresses the physical and emotional impacts of regenerative architecture on the human mind and resulting behavioural patterns. It explores the potential of a multi-disciplinary holistic approach to offer major socio-cultural and environmental benefits. It aims to raise awareness of current environmental issues. ‘Visual cues’ in regenerative design are assessed, as well as their ability to induce environmentally-conscious behaviours and attitudes of occupants. The psychological concept ‘Nudge Theory’ is used to provide a scientific basis supporting the influence of subliminal and physical ‘cues’ in altering behaviours. The Bertschi School Living Science Wing is an example of regenerative architecture which displays visual ‘cues’ and ‘nudges’. It uses locally sourced and recycled materials, harnessing solar energy, cultivation of food and biophilic design initiatives such as connection to natural surrounding. This research aims to open new doors of interdisciplinary possibilities in architecture and psychology to provide a possible solution to the environmental crisis of climate change and global warming. The Living Building Challenge Framework will be utilised, as it encapsulates these very concerns. This paper attempts to offer a solution to avoid environmental disaster, to shift human consciousness to co-existence with the earth and to live harmoniously and regeneratively. This is achieved by exploring the boundaries of the physical and the psyche and their interconnectedness, through communicating the significance of external stimuli and how they should be utilised in architecture.

Research

Nudge Theory

Professor Richard Thaler from the University of Chicago, is a principal developer of Nudge Theory, specialising in economic behaviour. The concept has been studied by science and proven to influence behaviour through subliminal means2. This subconscious means of communication influences humanity on a daily basis and can be applied in architecture and urban planning. It is most importantly is employed as an advertising technique due to its subtle but effective results with consumers. Prof. Richard Thaler believes in the power of ‘nudges’ and argues that laws should nudge consumers toward better decisions. Richard Thaler and Cass Sunstein explain a nudge as an aspect which is intended to predictably alter peoples behaviour, not to forbid any options, or through altering economic incentives. “Nudges are not mandates”.3 For example, fruit placed at eye level is a nudge toward healthier food choices, not simply banning junk food.

Nudges architecture equally powerful in architecture, but have not yet been acknowledged for their significance. This results in buildings of which the subconscious implications on the occupants have not been well considered. The potential ability to influence human behaviour though architecture and urban design, toward a better future and healthier planet is astounding, but lacks interdisciplinary research. Richard Thaler and Cass Sunstein discuss the success of this technique being due to the freedom given to consumers to initiate their own outcomes when faced with subtle nudges and well aligned incentives. 
 

Architecture and the Environment

Steven Whitaker, a student of psychology, has researched the ability of cues in architecture to shape human behaviour. His work supports the potential architectural application in lending pro environmental behaviour in humans. He states,

“The environment shapes behaviour of humans by way of environmental cues... “Cues are elements in the environment that convey important information or trigger an affective reaction” (Steg 2013, pp 120). Environmental cues inform individuals as to what is occurring in the environment... they also inform individuals, that is, in how to behave in response to what occurs in environments. Environmental cues are not only means of influencing and shaping behaviour but are also means of solving particular behaviour problems.”5

According to Esteky Sina (in the field of the impact of built environments on behaviour) the continual exposure to architectural features in our environment is constantly shaping and impacting thoughts and behaviours. His work refers to studies which prove the environment’s subtle, but deep influences. 6

Environmental cues

With this in mind cues could be used to reduce negative environmental impacts through regenerative design cues which prompt users to make connection between their actions and the environmental repercussions. Linda Steg has studied the power of environmental cues and human behaviour based on social norms. She states that cues are important in conveying information which trigger affective reactions. “Environments are never neutral” (pp 126), they send cues which influence goals and behaviours. Linda argues that environmental cues have such an important impact on normative behaviour, they also predict social behaviours.7 This concept is supported by James Clear, author of Atomic Habits, as he discusses links between buildings and brains. His work states that research has discovered many ways buildings drive behaviours and actions and environments often determine the way humans react or respond to situations. For example, schools with ample natural light offer better

learning environments, resulting in higher test scores, this is due to natural lighting and air flow stimulating productivity. 8 So if human behaviour is a response to surrounding environmental cues, what if these cues were seeded to achieve pre-determined outcomes, creating greater environmental awareness.


Application

Architects should strive for buildings which give back to society and the environment. It is not only the direct benefit of regenerative design which improves environmental wellbeing; the subliminal effect on inhabitants should not be overlooked. Architecture should honour its ability in shaping the minds of society. It’s ability to communicate awareness of environmental impacts should be acknowledged and harnessed to initiate sustainable and regenerative practices in society.


The Living Building Challenge provides a framework which encapsulates these very concepts, and has collaboratively produced buildings which achieve this sociological outcome. A living building means it must adhere to many building and design factors, such as net positive energy and water production.

Discussion

Jeffrey L Davis, on the topic of net positive building, discusses how occupants become a vital part of the ecosystem of the building when net positive initiatives are sought after.9 Through regenerative design, visual cues of the mechanics and functions of a building becomes evident. The immersive experience of understanding the natural cycles of eco-systems create visual connections and interlace daily processes or habits with preceding environment repercussions. These close loop systems teach occupants through firsthand experience and visual cues of the origin and lifecycle of resources such as water and energy. As a society so disconnected from the natural environment, it becomes too easy to disassociate the resources as they are readily available in our buildings, from their true source or origin. These precious resources and materials are not of infinite supply, despite the way most humans behave. While it is certainly convenient to access to these resources which are constantly readily available, it in turn suppresses the subliminal thoughts about where these resources come from or where they end up. ‘Out of mind out of sight’. Regenerative design and use of visual cues in architecture proudly reveals its closed loop system and influences inhabitants to adopting pro- environmental behaviours and attitudes through awareness and conscious consumption.

Earthship, Ironbank

Dr Martin Freeney’s Earthship, located in Ironbank, presents the discussed visual cues and subliminal messages through its regenerative passive design. It employs thermal/solar dynamics, renewable energy, an integrated water harvesting system, in-house sewerage treatment and food production [refer figures 1-3]. It is built with Earth-filled recycled car tyres, hempcrete, recycled bottles and earth. It’s features include PVC Tubing buried 1-2m underground which is used to cool the interior in summer and warm it in winter, high-level operable skylights to release hot air and a food production indoor garden with grey water from the bath, shower and washing machine. All of these regenerative design features display to their inhabitants of their impact on the environment.

Bertschi School Living Science Building

The Bertschi School Living Science Building was one of the first Living Building Challenge projects to pursue and achieve this criteria. Located in Seattle, it displays evident ‘cues’ in its design which inform and engage occupants in the functional and regenerative design aspects. The sustainable features are visible and interactive for occupants to learn about ecological impacts. It features a 20 kilowatt PV system which produces all the electricity needs, and engages students in real time monitoring of energy use and solar production. All the water used is collected from the roof area, treated on site and stored in cisterns. Grey water is collected from sinks into filtration units and pumped into the green wall to irrigate, reducing need for rainwater irrigation [refer figure 4]. A composting toilet collects and treats black water. Stormwater is managed and returned to the ecological flow after use, with use of pervious concrete which removes debris and pollutants from the water, before it infiltrates the soil. Excess water from the cisterns is fed into a rain garden. A recycling and compost program is provided which engages occupants to learn about global issues of waste. 10 The pebble-lined stream for example, displayed in figure 5, runs along the floor of the classroom and mimics the natural behaviour of water. It connects to the rainwater collection system and is mirrored by the wall of tropical plants which primarily treats grey water, but also purifies and increases air quality.

Not only do these many design incentives directly benefit the environment, they also immerse occupants in the function and processes of the building, instilling healthy, pro-environmental attitudes. Attitudes which would be carried far beyond its four walls. The living processes of the building are celebrated, materials are left raw and exposed telling stories. The visual cues teach of environmental stewardship, they celebrate the natural systems of nature, and shift the purpose of architecture from simply design and shelter, to that which teaches and shapes the mind of inhabitants to care for the earth. The Bertschi Living Building is an evidential example, a prototype of the ability to harnessing the power in architecture to shift human consciousness.

As stated by Winston Churchill,

"We shape our buildings; thereafter they shape us."11

Conclusion

The following quote beautifully summarises the outcomes that can be achieved. 


“Students learn that plants are not only beautiful to look at, but that their beauty is also in their function. These natural features represented in their classroom show the interconnectedness of the natural world. Our choices of how we use water have consequences on nature and the students can reach out and touch these relationships... Just beyond the windows of the classroom the students are surrounded by an ethnobotanical garden. The changing patterns of nature are on full display here as the students grow a variety of vegetables, fruits and indigenous plants. They learn about Native peoples using these same plants for tools, connecting them with the spirit of our ancestral culture... From all five species of salmon cast into the floor along the runnel to the beetles mounted next to the green wall and even the garden sculptures, students are immersed in the beauty of art that pays tribute to nature. The most beautiful aspects of the building are the lessons and perspectives it instills in its students, quantified in the survey they were asked to complete. Their answers prove that the building itself is creating a new normal for the kids who have the opportunity to learn from it and in it...some students said so simply, “that all buildings should be living” and “we are living what we are learning.” Those thoughts are planted like seeds in their mind and inform the many beautiful sustainable ideas and solutions that develop as they become adults and choose their own paths into the future.” 12

To conclude, the use of visual cues in architectural design, exciting opportunities arise to tap into the conscious and subconscious mind, and improve behaviours and lives to achieve a healthier future for planet earth. It now becomes the responsibility of architects to harness these possibilities, bridge interdisciplinary gaps, and partake in sociological responsibilities, addressing the issues of climate change and global warming. While this research does support the possible ability to impact society through architecture, more research and studies are needed to fully understand the potential of architectural design to change peoples behaviours to improve the health of the planet.

References

Online

“The Bertschi School Science Wing.” International Living Future Institute. 2018. accessed August 21, 2018. https:// living-future.org/lbc/case-studies/bertschi-living-building-science-wing/ 


Whitaker, Steven. “Architecture and the Environment.” A Student of Psychology: A Walk Through the Human Mind (2014) http://astudentofpsychology.blogspot.com/2014/04/architecture-and-environment.html accessed August 20

Article

Clear, James. “How the World Around You Shapes Your Thoughts and Actions.” James Clear. https://jamesclear.com/ jonas-salk accessed August 20

Côté, Marcel. "Nudge theory”. CA Magazine: Toronto, Vol.143, issue no. 3 (2010): 56. accessed 20 August, 2018.

Davis, Jeffrey L. “Net Positive”. Library Journal: New York, Vol. 142, Issue no. 9 (2017): 18. accessed 20 August, 2018

Book

Steg, Linda. Environmental Psychology: An Introduction. Chapter 12, How cues in the environment affect normative behaviour, 120-128. Malden, MA: Wiley-Blackwell, 2012. PDF e-book.


Thaler, Richard H. Sunstein, Cass R. Nudge: Improving Decisions About Health, Wealth, and Happiness. Yale University Press, 2008. Kindle edition.

Thesis

Eskety, Sina. “Architecture of Choice: Exploring the Impact of Built Environments on Consumer Behavior.” Masters thesis, The University of Michigan, 2017.

Other sources

“Living Building Challenge.” International Living Future Institute. 2018. accessed August 21 2018. https://living- future.org/lbc/

“The Greenest Commercial build in the world,” The Bullit Centre, accessed August 21, 2018, http:// www.bullittcenter.org

“Living Building Science Wing.” Bertschi School. 2018. accessed August 17. 2018 https://www.bertschi.org/science- wing