We found that most farmers in the area were not interested in planting the crop – even if it meant increasing their profit margins. One third told us they couldn’t imagine anything that would persuade them to grow it. The farmers saw themselves primarily as food producers and saw energy crops as an alien practice. They were strongly and even passionately attached to their way of life.
Fascinating study that shows why policy and indeed change management must go beyond naive assumptions of ‘rational economic man’. As one farmer said:
No amount of money would ever encourage me to grow willow because I am a farmer. I can’t think of anything more unattractive.
Time to get out Shifting Normal or the ISM tool!