Foot-In-The-Door (FITD)
Introduction and Purpose
The Foot-In-The-Door (FITD) technique is a behavioural change method that begins with a small, easily achievable request to which people are likely to agree. Once initial compliance is secured, individuals are gradually presented with larger requests that require more time, effort, or commitment (DeLeon & Fuqua, 1995). People seek to maintain consistency between their attitudes and actions, thus making them more likely to agree to subsequent requests that align with their previous behaviour. Public compliance with the first request can strengthen this effect by reinforcing a positive self-image of being cooperative and environmentally responsible.
FITD strategy can be used to build sustained engagement with biodiversity by encouraging small, achievable actions that lead to greater commitment over time. Starting with simple requests, such as signing a biodiversity pledge or taking part in a short awareness activity, helps establish positive habits and a sense of responsibility. As participation grows, employees become more willing to engage in larger initiatives, such as volunteering, habitat creation, or biodiversity monitoring. This gradual approach strengthens organisational culture around environmental stewardship and supports lasting behavioural change that benefits biodiversity.
Key Features
Timeframe:
- Implementing FITD can take from 1 week – 6 months, depending on the organisation’s size, the number of employees involved and the scope of biodiversity actions.
- Once the sequence of requests has been planned and communication materials prepared, the first stage can be launched within a week, with subsequent requests introduced at regular intervals to build momentum and sustain engagement.
Materials Required:
- Resources and materials to design, communicate and carry out each biodiversity-related request.
- Internal communication channels, such as email, newsletters, or intranet, to share and promote actions.
- Tools or spreadsheets to monitor participation rates and track compliance over time
- Platforms or communication channels to gather staff feedback and reflections
- Equipment or software to measure progress towards the organisation’s biodiversity goals.
- Recognition and reward systems to celebrate engagement and sustain motivation
- A dedicated budget to support implementation, communication, and evaluation of the approach.
Skills Required:
- Communication skills to engage employees, encourage participation and clearly convey biodiversity-related requests, while maintaining collaboration with internal and external partners.
- Creative problem-solving to design progressive requests that meaningfully contribute to biodiversity objectives.
- Analytical skills to collect, interpret, and report participation data and feedback trends.
- Training and facilitation to lead biodiversity-related workshops or events and support staff learning and reflection.
Potential Impact:
- Increased awareness among employees of biodiversity challenges and opportunities for action.
- Positive transformation in workplace behaviours and attitudes towards biodiversity
- Improved morale and wellbeing as employees experience a sense of purpose and contribution to environmental goals.
- Development of new skills and knowledge through participation in biodiversity initiatives.
- Integration of biodiversity-friendly workplace practices, such as reduced energy use, improved recycling, and creation of green or wildlife-friendly spaces.
Instructions
To implement within FITD organisation, use the following steps as a guide:
- Small Request: Begin by identifying clear biodiversity goals and introducing a simple, low-effort action that aligns with them. For example, invite employees to sign a campaign pledge to protect a local wildlife site or commit to an easy biodiversity-friendly behaviour, such as using reusable items at work. Provide clear communication about the purpose of this first step, explain how it supports the organisation’s biodiversity objectives, and ensure any necessary resources or guidance are available to facilitate participation.
- Increase Engagement: Once initial commitment is secured, introduce a slightly larger request that deepens understanding and participation. For instance, ask employees to attend a short talk or workshop on biodiversity and the role that businesses can play in its protection and restoration. Monitor engagement, gather feedback to assess impact, and celebrate early participation to build motivation and visibility.
- Increase Request Size: After building interest and trust, introduce a more substantial request that encourages active involvement. This could include joining or creating a ‘green group’ within the organisation or participating in a wildlife monitoring or habitat restoration activity on company grounds. Provide support through communication, training, or access to necessary materials, and emphasise the positive impacts of these actions on biodiversity and employee wellbeing.
- Obtain Ongoing Commitment: Encourage employees to embed biodiversity-conscious habits into daily workplace routines. Examples include reducing energy use, improving recycling, supporting nature-based initiatives, and maintaining biodiversity-friendly spaces. Continue tracking engagement and feedback, celebrate progress, and adapt future actions or requests based on participation trends and organisational biodiversity goals.
Rationale
The FITD technique is based on the principle that agreeing to a small, simple request increases the likelihood of compliance with larger, subsequent requests. By beginning with manageable biodiversity-related actions, employees build confidence and familiarity, reducing resistance to further engagement. As participation grows, these small commitments lay the foundation for more sustained behavioural change and deeper ecological responsibility within the organisation.
Benefits
- Encourages high participation through small, easy initial actions with minimal resistance
- Promotes positive peer influence, as observing colleagues take part can establish shared social norms around biodiversity engagement
- Enables small actions, such as attending a biodiversity talk or planting pollinator-friendly flowers, to grow into more substantial commitments like joining a sustainability group or leading a conservation activity
- Fosters a culture of collective responsibility, embedding biodiversity protection in everyday organisational practice
- Reinforces engagement through recognition and celebration of contributions, linking participation to positive achievement
- Adaptable for organisations of all sizes, allowing implementation across varied workplace contexts and levels of employee capacity
Links to Resources
Psychologist World outline FITD technique.
Very Well Mind outline FITD of the technique, including examples of applications.
