Monitoring Stewardship Norms (SPADES)

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Monitoring Stewardship Norms (SPADES)

The Social Practices and Diffusion of Environmental Stewardship (SPADES) project explores how social norms and communication strategies influence the adoption of sustainable practices in Great Barrier Reef catchments. By analysing agricultural communications, the project identifies how to better promote environmental stewardship within the farming community.

About this project

This project investigates the role of social norms—the unwritten rules of a community—in shaping agricultural practices. It specifically examines how environmental stewardship is communicated to farmers in Reef catchments and how these messages can be refined to encourage the broader diffusion of sustainable innovations. The research seeks to understand which types of communication most effectively lead to positive ecological and social outcomes.

Our approach

The research team utilised a multi-disciplinary approach, combining social practice theory with content analysis of agricultural media and extension materials. They engaged an Expert Advisory Group from organisations like CSIRO to ensure the findings were grounded in both science and industry reality. The study involved a detailed exploration of how “stewardship” is framed in different contexts and the impact of these frames on farmer motivation and community identity.

Goals/key achievements

Goals / Key Achievements

  • Communication Audit: Analysed how social norms are currently embedded in agricultural communications across Reef regions. 
  • Outcome Mapping: Categorised communications based on their intended impact, ranging from water quality (8%) and climate mitigation (4%) to broader social outcomes (19%).
  • Framework Development: Developed strategies for using social norms more effectively to “normalise” sustainable practices among sugarcane and grazing landholders.
  • Stakeholder Engagement: Facilitated a collaborative process involving the Office of the Great Barrier Reef to ensure research insights inform future policy and extension programs.

Status

Completed (2025)

The SPADES project was completed in September 2025. The final report has been delivered to the Queensland Government to support the ongoing delivery of the Queensland Reef Water Quality Program.

Project Partners

Understanding People and Nature

Research That Makes a Difference

We explore how people connect with the environment from urban green spaces to ocean reefs, and develop strategies to promote conservation stewardship and meaningful engagement with the natural world. Through citizen science, community partnerships, and innovative communication strategies, we’re working to strengthen the connections between people and nature for lasting conservation impact.