Social Modelling
Introduction and Purpose
Social Modelling is based on the principle that people learn new behaviours by observing and imitating others – in particular, in people they respect, trust or identify with. When employees see biodiversity-supportive behaviours modelled by peers, managers or leaders, they are more likely to adopt those behaviours themselves. This method draws on Social Learning Theory (Bandura, 1977), which emphasises that behaviour is influenced by observing others’ actions and the consequences of those actions. In workplace settings, Social Modelling can make biodiversity-supportive behaviours visible, credible, and desirable, helping to build new norms across the organisation.
Social Modelling can be applied to biodiversity engagement in several ways:
- The Wild Work Programme encourages managers to take part in biodiversity volunteering and visible environmental activities, with company leaders working alongside staff on local habitat restoration, pollinator planting and other practical conservation projects.
- The Green Impact programme, developed by the National Union of Students (UK) and now used across universities, councils and businesses, trains internal “sustainability champions” who model and share environmental practices within their teams.
- The Biophilic Office Project (BRE, UK) demonstrates how visible engagement with plants, natural design and shared biodiversity spaces can inspire participation and wellbeing across workplaces.
Key Features
Timescale:
- Social Modelling could be implemented in one to three months, depending on the organisation’s size, the number of employees to be engaged, and the competencies targeted.
Materials Required:
- Internal communication platforms such as intranet pages, newsletters, or noticeboards to share updates, celebrate achievements and keep biodiversity actions visible across the organisation.
- Visual materials including photographs, short videos and posters that highlight biodiversity champions and showcase practical examples of staff-led environmental initiatives.
- Recognition resources such as certificates, awards or digital badges, to acknowledge and reward employees who consistently demonstrate biodiversity-supportive behaviours.
- Guidance materials that outline how to act as a biodiversity role model, including tips for communication, leadership and everyday workplace actions.
- Opportunities for visible participation such as volunteering events, biodiversity planting days, or team-based restoration activities that encourage shared experience and collaboration.
Skills Required:
- Leadership and influence to inspire others through visible commitment and consistent action.
- Communication and storytelling to share biodiversity activities in engaging ways that motivate others and build collective enthusiasm.
- Facilitation to support biodiversity champions in developing and sharing their own examples and ideas.
- Observation and feedback to recognise, reinforce and celebrate emerging positive behaviours across the organisation.
- Cultural awareness to ensure that biodiversity role models reflect the diversity of the workforce and are relatable to all staff.
- Understanding of organisational biodiversity goals to align modelling activities with broader sustainability strategies and commitments.
Potential Impact
- Faster and wider adoption of biodiversity behaviours through observation, imitation and peer learning.
- Establishment of visible biodiversity norms that embed environmentally supportive actions into everyday workplace routines.
- Greater employee engagement and motivation through recognition, shared identity and a sense of belonging to a collective purpose.
- Enhanced leadership credibility and alignment between sustainability goals and organisational culture.
- Creation of a lasting pro-biodiversity culture that continues beyond specific initiatives or campaigns.
- Improved external reputation as visible, staff-led biodiversity actions demonstrate authentic organisational commitment to environmental responsibility.
Case Study
Instructions
To implement Social Modelling within an organisation, use the following steps as a guide:
- Identify respected, trusted, or enthusiastic individuals at different levels of the organisation who can act as visible biodiversity role models.
- Make modelled behaviours easy to observe and replicate, for example by displaying desk plants, taking part in biodiversity challenges, or initiating small group actions.
- Encourage leaders to share their own biodiversity experiences and commitments, demonstrating that environmental responsibility is valued at all levels.
- Use a variety of communication channels such as newsletters, team meetings, and intranet posts to highlight examples of biodiversity action and peer leadership.
- Reinforce the behaviour by publicly acknowledging and celebrating those who demonstrate commitment, for instance through features like a “Biodiversity Champion of the Month.”
- Integrate Social Modelling with other techniques such as Comparative Feedback, Storytelling, or Nudging to strengthen visibility and sustain long term behavioural change.
Rational
Social Modelling builds on the principle that people learn not only from information, but by observing and imitating others. In a workplace setting, it turns biodiversity actions into visible, shared practices that signal collective commitment. When employees see peers and leaders consistently engaging in pro-biodiversity behaviour, these actions become part of everyday norms, shaping what feels appropriate and valued within the organisation.
Benefits:
- Normalisation of behaviour as biodiversity-supportive actions become seen as a routine and expected part of workplace culture.
- Social proof as employees look to peers and leaders for cues about how to act, gaining confidence in adopting similar behaviours.
- Increased credibility since behaviour modelled by trusted or relatable individuals carries more influence than written policies or directives.
- Motivation through identity as employees are inspired by people they identify with, such as colleagues within their own teams or departments.
- Scalability because once a few visible individuals adopt biodiversity behaviours, they can spread organically through social networks, reinforcing long-term change.
Links to Resources
Together offers an outline of social learning theory, on which modelling is based, applied to a business context.
