1st Irish Task 24 Behaviour Changer Workshop

First Irish Task 24 Behaviour Changer Workshop

Phase 2: Behaviour Change in DSM – Helping the Behaviour Changers

Dr Sea Rotmann, Operating Agent Dublin, April 8, 2016

For more information, visit www.ieadsm.org

Why are you here?


Who is Dr Sea?


Why am I here?


Why am I here?

What is Task 24?


Why am I here?

What is Task 24?• Reputable: International Energy Agency


Why am I here?

What is Task 24?• Reputable: International Energy Agency• Global: 1st global research task on behaviour


Why am I here?

What is Task 24?• Reputable: International Energy Agency• Global: 1st global research task on behaviour• Holistic: all fuels, sectors and domains


Why am I here?

What is Task 24?• Reputable: International Energy Agency• Global: 1st global research task on behaviour• Holistic: all fuels, sectors and domains• All-encompassing: Truly inter- and multi-disciplinary


Why am I here?

What is Task 24?• Reputable: International Energy Agency• Global: 1st global research task on behaviour• Holistic: all fuels, sectors and domains• All-encompassing: Truly inter- and multi-disciplinary• Collaborative: marrying top-down with bottom-up


Why am I here?

What is Task 24?• Reputable: International Energy Agency• Global: 1st global research task on behaviour• Holistic: all fuels, sectors and domains• All-encompassing: Truly inter- and multi-disciplinary• Collaborative: marrying top-down with bottom-up• Practical: Bringing theory into real-life interventions


Why am I here?

What is Task 24?• Reputable: International Energy Agency• Global: 1st global research task on behaviour• Holistic: all fuels, sectors and domains• All-encompassing: Truly inter- and multi-disciplinary• Collaborative: marrying top-down with bottom-up• Practical: Bringing theory into real-life interventions• Creative and fun: uses storytelling, social media,

cartoons, films etc


Our audience: Behaviour Changers



Government



Government

Industry



Government

Industry

Researchers



Government

Industry

Researchers

The Third Sector



Government

Industry

Researchers

The Third Sector

Intermediaries


Agenda

• Introduction of Task 24 and ‘Behaviour Change 101’ •SEAI on background of residential EE initiatives in Ireland •UK Experts’ insights on residential split incentive issues • Issues definition and top issue – including multiple benefits for all BCs •Do the Behaviour Changer Framework, starting with the end user •Storytelling spine – write and tell your story of what this will look like •Overarching story, common goal? •Collect feedback, evaluation forms

IEA DSM Task 24Phase I

Closing the Loop – Behaviour Change in DSM: From Theory to Practice


What is an IEA Implementing Agreement and a Task?


What is an IEA Implementing Agreement and a Task?

17 countries/sponsors

26 Research Tasks

5 current Tasks


Some numbers of Task 24 – Phase I

• July 2012 – April 2015 • 8 participating countries • 9 in-kind countries • >235 behaviour change and DSM experts from 21

countries • 20 successful expert workshops • >145 videos and presentations • Over 45 publications – reports, papers, articles… • Almost 60 case studies from 16 countries in a Wiki • www.ieadsm.org/task/task-24-phase-1/

http://www.ieadsm.org/task/task-24-phase-1/


Subtasks of Task 24

5 – Social network and expert platform

1 – Helicopter

view of models,

frameworks, contexts and evaluation

metrics

2 – In-depth

case study analysis

3 –Evaluation

Tool for different

stakeholders

4 – Country-specific

to do’s and not to do’s, guidelines

and recommenda

tions


The Story of Task 24

http://vimeo.com/54915316

http://vimeo.com/54915316


What is behaviour (in Task 24)?

Energy behaviour refers to all human actions that affect the way that fuels (electricity, gas, petroleum, coal, etc) are used to achieve desired services, including the acquisition or disposal of energy-related technologies and materials, the ways in which these are used, and the mental processes that relate to these actions.

Behaviour Change in the context of this Task thus refers to any changes in said human actions which were directly or indirectly influenced by a variety of interventions (e.g. legislation, regulation, incentives, subsidies, information campaigns, peer pressure etc.) aimed at fulfilling specific behaviour change outcomes. These outcomes can include any changes in energy efficiency, total energy consumption, energy technology uptake or demand management but should be identified and specified by the Behaviour Changer designing the intervention for the purpose of outcome evaluation.


What is behaviour (in Task 24)?

Energy behaviour refers to all human actions that affect the way that fuels (electricity, gas, petroleum, coal, etc) are used to achieve desired services, including the acquisition or disposal of energy-related technologies and materials, the ways in which these are used, and the mental processes that relate to these actions.

Behaviour Change in the context of this Task thus refers to any changes in said human actions which were directly or indirectly influenced by a variety of interventions (e.g. legislation, regulation, incentives, subsidies, information campaigns, peer pressure etc.) aimed at fulfilling specific behaviour change outcomes. These outcomes can include any changes in energy efficiency, total energy consumption, energy technology uptake or demand management but should be identified and specified by the Behaviour Changer designing the intervention for the purpose of outcome evaluation.

BEHAVIOUR IS EVERYTHING!


Subtask 1 – What is behaviour?

persistence“unfrozen”

half-yearlyyearly

Conscious, or well-considered action

Once in a lifetime

Active information-seeking

monthlyrarely

Little information-seeking

Hardly thinking – taking action

Habitualised routinesOnce-off

“frozen”

consciousness

frequencyweekly daily

cookinggroceriesholidayingChoosing energy supplier

Buying a carBuying a house


Subtask 1 – The ‘Monster’ and its Wiki


Subtask 1 – More definitions

Models of behaviour help us to understand specific behaviours, by identifying the underlying factors which influence them. There are individualistic models and social models.

By contrast, theories of change show how behaviours change over time, and how they can be changed.

Behavioural theory is diagnostic, and change theory is more pragmatic.

Both are important to understand when designing interventions!


Subtask 1 – Models of Understanding Behaviour – some caution

✓ Models are concepts, not representations of behaviour

✓ Behaviour is complex, models are deliberately simple

✓ There is a limit to how far models will stretch ✓ Models don’t tend to differentiate between people ✓ Attitudes/awareness don’t always precede

behaviour ✓ Factors are not barriers


Subtask 1 – Looking at different models of understanding behaviour


Subtask 1 – Main models of understanding behaviour

INDIVIDUALISTIC (A-B-C Models)


Subtask 1 – Main models of understanding behaviour

SOCIALLY-ORIENTED MODELS Theories of Consumption as Social Practices (Practice Theory)


Subtask 1 – Theories of Change

✓ Central to many concepts of change is the merging of theory and practice

✓ Applied approaches: Social Marketing, Intervention Mapping, Defra’s 4E Model…


Subtask 1 – Theories of Change – Changing habits

✓ Unfreezing/Refreezing✓ Vigilant Monitoring✓ Implementation Intentions




➔But: Individuals only, they need to be pre-motivated, it needs to be done quickly and intensely and they may not be easily scalable




➔But: Individuals only, they need to be pre-motivated, it needs to be done quickly and intensely and they may not be easily scalable

✓MOMENTS OF CHANGE!


Subtask 1 – Comparison between individual and social approaches

Darnton, A, Verplanken, B, White, P and Whitmarsh, L (2011). Habits, Routines and Sustainable Lifestyles: A summary report to the Department for Environment, Food and Rural Affairs. AD Research & Analysis for Defra, London.


Subtask 1 – Comparison between individual and social approaches – Pros and Cons of each

Individual Models Social ModelsPros Cons Pros ConsSome have understanding of dual process of cognition

Easy to follow A+B+C= behaviour change

Can look at various (mostly influencing) contexts affecting individuals

Known and tested

Very powerful with segmentation and bottom-up tailoring

Scale-ability

Inclusivity

Breadth of Scope

Causal relationship hard to determine

Not shown to be that effective, especially if based on intentions

More complex models hard to use

Takes systemic approach thus easily scaled up

If you change a practice, it can be a global change

Looped, re-enforcing

Influencing and contextual factors

Fosters collaboration among all sectors

More realistic?

Too complex to understand

Dependent on many elements to work together

Frustrating if right collaboration can’t be fostered

Hard to put into practice

May only speed up change


The Story of Task 24


Language can be a problem!


That was our Eureka! moment


What is storytelling?

‘Storytelling’ is the construction of a desirable future based on a narrative of past events, with a plot that expresses

some causal relationship To read more: Rotmann et al (2015). Once Upon a Time… How to tell an energy efficiency story that ‘sticks’. ECEEE

Summer study proceedings

http://www.ieadsm.org/wp/files/eceee-Rotmann-1-181-151.pdf

http://www.ieadsm.org/wp/files/eceee-Rotmann-1-181-151.pdf


Stories are:

• Universal• Help us process information• Providing multiple perspectives• Subjective, not one truth• Aid recall• Shape identity• Make connections


The art and scientific methodology of storytelling

Narratives = social science tool aimed at providing way to explore how big events (policies) impact on small scale (individuals)

Allow for quick, practical and useful understanding of complexity of interconnected factors in behaviour research

We all turn everything into a narrative in order to remember it

Stories are powerful because they transport us into other people’s worlds but, in doing that, they change the way our brains work and potentially change our brain chemistry — and that’s what it means to be a social creature. Paul Zak, Neuroeconomist

“

“

"The Interpreter" - is a left hemisphere function that organises our memories into plausible stories. Michael Gazzaniga, Cognitive Neuroscientist

Evolution has wired our brains for storytelling. A story, if broken down into the simplest form is a connection of cause and effect. We make up (short) stories in our heads for every action and conversation. Whenever we hear a story, we want to relate it to one of our existing experiences. Uri Hasson, psychologist

The ‘narrative turn’: Storytelling sociology views lived experience as constructed, at least in part, by the stories people tell about it. Berger & Quinney, sociologists

YOUTUBE: https://www.youtube.com/watch?v=wbe83S8FfO0&list=UU_p3PlWDpLyDBh8TwUBmVHQ

We’re all expert story tellers

https://www.youtube.com/watch?v=wbe83S8FfO0&list=UU_p3PlWDpLyDBh8TwUBmVHQ

https://www.youtube.com/watch?v=wbe83S8FfO0&list=UU_p3PlWDpLyDBh8TwUBmVHQ


Understanding country contexts in form of stories


Subtask 1 – Some ‘Monster’ findings

Each of the domains of Task 24 also had some unique story lines, eg:

▪ Transport: driving is a very routine behaviour, with built-in capacity for adaptation/adoption to new cars/routes/traffic;

▪ Buildings: retrofitting-related behaviour deals with investment decisions at the planning stage where unappealing new behaviours can be quickly rejected or even result in cancelling a planned action.

▪ Smart metering: many cases demonstrate that this domain deals with an entirely new behaviour, presenting opportunities for impact through training and feedback but also almost no existing behavioural context to use as a starting point.

▪ SMEs: many of the behaviours that need to change require a lot of risk taking and senior leadership, with potentially big impacts on staff and productivity.


Subtask 1 – Some ‘Monster’ findings

Each of the domains also had some highlights, eg: ▪ Buildings: Warm Up NZ programme for its use of intermediaries and

strong stakeholder engagement, as well as evaluation focus on health improvements as main metric and Swedish Sustainable Järva Project

▪ Transport: NZ Post’s Driver Behaviour Training for its use of trusted trainers and the Dutch Spitsmijden congestion avoidance pilot

▪ Smart metering: NOT working were time of use tariffs (NZ and Italy) and solely economic incentives (though NLs Jouw Energie Moment had a more systemic approach); the Swedish Energy AWARE Clock was a great example of using smart design in providing better feedback

▪ SMEs: EECA’s Crown Loan Subsidy was thought to be great once it learnt to use trusted intermediaries and shared learning. A good example of nudging was shown in the Belgian Build4Change case.


Subtask 1 – Sustainable Järva (Building Retrofits)


Subtask 1 – Sustainable Järva (Building Retrofits)Once upon a time… there were 6 neighbourhoods around the field of Järva that were in urgent need of improvement. They were constructed in the 60s as part of the 1million Home programme to tackle a growing housing deficit in urban areas in Sweden. They contained housing units for more than 60000 people, but times had changed a lot since then… Every day… People in the area were experiencing economic and social challenges. Many of the foreign residents were unemployed and struggling with the Swedish language, and youth was lacking good opportunities for education. The houses were terribly inefficient and the area in general did not work for the needs of its residents. Several investments had been undertaken but nothing worked and people felt no one was listening to them. But, one day… the City of Stockholm decided to improve the living conditions once and for all. But this time would be different, this time they realised that circumstances were radically different to the 60s and that, in order for upgrading the area successfully, they needed to involve the residents. From the beginning. Because of that… the Järva dialogue was initiated during the Fall 2009 and for one week 10000 residents left over 30000 opinions and suggestions how the area should be developed and improved. Based on their contribution a vision was formulated and measures were planned in 4 areas: 1) improved housing and urban environment, 2) everyday security, 3) better education and language teaching, 4) more jobs and entrepreneurship. But then… it was also realised that the area and the buildings had been constructed before the energy crisis without considering the environment, and thus the project Sustainable Järva was born to include an energy, environment and climate-focus to the vision. Until, finally… the dialogue with the residents continued and together with all stakeholders many great measures were planned to promote sustainable lifestyles, satisfaction and well-being. The ultimate goal with the project was to serve as a model for sustainable development. And, ever since then… the neighbourhoods around the field of Järva have become a place where people want to live, work and play. The end.


Subtask 1 – Main differences between disciplines

The programmes based (explicitly and implicitly) on economic theories usually translate into approaches that: - focus mainly or even solely on individuals - are mostly technocratic thus seem to be generating biggest benefits for the supply side, not the end user - regard individuals as instrumentally/economically rational creatures (‘Homo

economicus’) - regard information deficits as an important cause of ‘non-rational’ behaviours - focus often on short and one-off financial incentives - focus on extrinsic motivations mainly (ie are dependent on the response they evoke

from others) - do not normally tailor their approach to the individual characteristics - lack flexibility and room for engagement, co-creation and participation - monitor mainly quantitative aspects and work with calculated or modeled savings

Behavioural economics-based approaches also include insights from social psychology, and for instance focus on the power of nudging people into different behaviours through their infrastructural, institutional or design environment.


Subtask 1 – Main differences between disciplines

Social marketing, or insights from psychology, sociology and collaborative learning and practice theory approaches are increasingly being used.

These programmes are often cross-sectoral and use elements of theories and models in an eclectic manner. Very often, user engagement is central to the design. They do take account of the impact of the wider context and environment and social norms and are thus clearly based on a more systemic perspective/theory or model. They:

- focus on collaboration and institutional capacity building - focus on building trust in market parties and information sources - target end user needs and multiple benefits - use multiple definitions of success - perform pre-scoping - allow for engagement and participation - allow for flexibility and iteration of programmes - focus on institutional change - focus on lifestyles - use the power of social norms

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The story of neoclassical economics in building retrofits

http://www.ieadsm.org

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Money makes the world go round!


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Money makes the world go round!You need to change your home’s energy use and we will help you pay (part of) its retrofitting


www.ieadsm.org


Money makes the world go round!You need to change your home’s energy use and we will help you pay (part of) its retrofittingBy the way, you need to pay up first and it might take a while before we pay you back, if ever


www.ieadsm.org


Money makes the world go round!You need to change your home’s energy use and we will help you pay (part of) its retrofittingBy the way, you need to pay up first and it might take a while before we pay you back, if everThe info we need from you will teach you all you need to know


www.ieadsm.org


Money makes the world go round!You need to change your home’s energy use and we will help you pay (part of) its retrofittingBy the way, you need to pay up first and it might take a while before we pay you back, if everThe info we need from you will teach you all you need to knowYou only need to make a one-off decision to invest


www.ieadsm.org


Money makes the world go round!You need to change your home’s energy use and we will help you pay (part of) its retrofittingBy the way, you need to pay up first and it might take a while before we pay you back, if everThe info we need from you will teach you all you need to knowYou only need to make a one-off decision to investWe have the technology you need, contractors or installers (you will need to find/choose) will put it in


www.ieadsm.org


Money makes the world go round!You need to change your home’s energy use and we will help you pay (part of) its retrofittingBy the way, you need to pay up first and it might take a while before we pay you back, if everThe info we need from you will teach you all you need to knowYou only need to make a one-off decision to investWe have the technology you need, contractors or installers (you will need to find/choose) will put it inIf you don’t understand the technology just don’t touch the buttons!


www.ieadsm.org


Money makes the world go round!You need to change your home’s energy use and we will help you pay (part of) its retrofittingBy the way, you need to pay up first and it might take a while before we pay you back, if everThe info we need from you will teach you all you need to knowYou only need to make a one-off decision to investWe have the technology you need, contractors or installers (you will need to find/choose) will put it inIf you don’t understand the technology just don’t touch the buttons!You will save money for a nice weekend in Marbella


www.ieadsm.org


Money makes the world go round!You need to change your home’s energy use and we will help you pay (part of) its retrofittingBy the way, you need to pay up first and it might take a while before we pay you back, if everThe info we need from you will teach you all you need to knowYou only need to make a one-off decision to investWe have the technology you need, contractors or installers (you will need to find/choose) will put it inIf you don’t understand the technology just don’t touch the buttons!You will save money for a nice weekend in MarbellaYou only need to give us a bill from your installer, we probably won’t check how much energy you saved


www.ieadsm.org


Money makes the world go round!You need to change your home’s energy use and we will help you pay (part of) its retrofittingBy the way, you need to pay up first and it might take a while before we pay you back, if everThe info we need from you will teach you all you need to knowYou only need to make a one-off decision to investWe have the technology you need, contractors or installers (you will need to find/choose) will put it inIf you don’t understand the technology just don’t touch the buttons!You will save money for a nice weekend in MarbellaYou only need to give us a bill from your installer, we probably won’t check how much energy you savedNeither will we tell you, you need to figure that out yourself


www.ieadsm.org


Money makes the world go round!You need to change your home’s energy use and we will help you pay (part of) its retrofittingBy the way, you need to pay up first and it might take a while before we pay you back, if everThe info we need from you will teach you all you need to knowYou only need to make a one-off decision to investWe have the technology you need, contractors or installers (you will need to find/choose) will put it inIf you don’t understand the technology just don’t touch the buttons!You will save money for a nice weekend in MarbellaYou only need to give us a bill from your installer, we probably won’t check how much energy you savedNeither will we tell you, you need to figure that out yourselfWhat counts for us is how many m2 we get insulated, how many homes we retrofitted or how much money has been spent against the budget.


www.ieadsm.org


Money makes the world go round!You need to change your home’s energy use and we will help you pay (part of) its retrofittingBy the way, you need to pay up first and it might take a while before we pay you back, if everThe info we need from you will teach you all you need to knowYou only need to make a one-off decision to investWe have the technology you need, contractors or installers (you will need to find/choose) will put it inIf you don’t understand the technology just don’t touch the buttons!You will save money for a nice weekend in MarbellaYou only need to give us a bill from your installer, we probably won’t check how much energy you savedNeither will we tell you, you need to figure that out yourselfWhat counts for us is how many m2 we get insulated, how many homes we retrofitted or how much money has been spent against the budget.We will do the number crunching, don’t worry, we don’t need to know what you actually saved, that’s what national models are for


www.ieadsm.org


Money makes the world go round!You need to change your home’s energy use and we will help you pay (part of) its retrofittingBy the way, you need to pay up first and it might take a while before we pay you back, if everThe info we need from you will teach you all you need to knowYou only need to make a one-off decision to investWe have the technology you need, contractors or installers (you will need to find/choose) will put it inIf you don’t understand the technology just don’t touch the buttons!You will save money for a nice weekend in MarbellaYou only need to give us a bill from your installer, we probably won’t check how much energy you savedNeither will we tell you, you need to figure that out yourselfWhat counts for us is how many m2 we get insulated, how many homes we retrofitted or how much money has been spent against the budget.We will do the number crunching, don’t worry, we don’t need to know what you actually saved, that’s what national models are forBut if you do want to know how much energy you saved, buy a metering device!


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The story of systemic approaches in building retrofits


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Together we’ll make the world go round!


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Together we’ll make the world go round!We will co-create and co-design our interventions with you


www.ieadsm.org


Together we’ll make the world go round!We will co-create and co-design our interventions with youYou embody what we need to know and change: what you do, feel, learn…


www.ieadsm.org


Together we’ll make the world go round!We will co-create and co-design our interventions with youYou embody what we need to know and change: what you do, feel, learn…We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needs


www.ieadsm.org


Together we’ll make the world go round!We will co-create and co-design our interventions with youYou embody what we need to know and change: what you do, feel, learn…We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needsWe will create a supportive material, institutional and social environment


www.ieadsm.org


Together we’ll make the world go round!We will co-create and co-design our interventions with youYou embody what we need to know and change: what you do, feel, learn…We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needsWe will create a supportive material, institutional and social environmentYour needs are important so we need to do this together, as if this were your kitchen


www.ieadsm.org


Together we’ll make the world go round!We will co-create and co-design our interventions with youYou embody what we need to know and change: what you do, feel, learn…We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needsWe will create a supportive material, institutional and social environmentYour needs are important so we need to do this together, as if this were your kitchen Your life will change


www.ieadsm.org


Together we’ll make the world go round!We will co-create and co-design our interventions with youYou embody what we need to know and change: what you do, feel, learn…We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needsWe will create a supportive material, institutional and social environmentYour needs are important so we need to do this together, as if this were your kitchen Your life will changeIt’s all about us now, our grandchildren and their future we have in our hands


www.ieadsm.org


Together we’ll make the world go round!We will co-create and co-design our interventions with youYou embody what we need to know and change: what you do, feel, learn…We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needsWe will create a supportive material, institutional and social environmentYour needs are important so we need to do this together, as if this were your kitchen Your life will changeIt’s all about us now, our grandchildren and their future we have in our handsQuality matters, and we will keep learning and sharing those learnings with you


www.ieadsm.org


Together we’ll make the world go round!We will co-create and co-design our interventions with youYou embody what we need to know and change: what you do, feel, learn…We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needsWe will create a supportive material, institutional and social environmentYour needs are important so we need to do this together, as if this were your kitchen Your life will changeIt’s all about us now, our grandchildren and their future we have in our handsQuality matters, and we will keep learning and sharing those learnings with youIf we need to be flexible, we will


www.ieadsm.org


Together we’ll make the world go round!We will co-create and co-design our interventions with youYou embody what we need to know and change: what you do, feel, learn…We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needsWe will create a supportive material, institutional and social environmentYour needs are important so we need to do this together, as if this were your kitchen Your life will changeIt’s all about us now, our grandchildren and their future we have in our handsQuality matters, and we will keep learning and sharing those learnings with youIf we need to be flexible, we willThis is only the start and your home is only the first step


www.ieadsm.org


Together we’ll make the world go round!We will co-create and co-design our interventions with youYou embody what we need to know and change: what you do, feel, learn…We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needsWe will create a supportive material, institutional and social environmentYour needs are important so we need to do this together, as if this were your kitchen Your life will changeIt’s all about us now, our grandchildren and their future we have in our handsQuality matters, and we will keep learning and sharing those learnings with youIf we need to be flexible, we willThis is only the start and your home is only the first stepWe will monitor, calculate and report on energy, money, health, welfare, comfort, wellbeing


www.ieadsm.org


Together we’ll make the world go round!We will co-create and co-design our interventions with youYou embody what we need to know and change: what you do, feel, learn…We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needsWe will create a supportive material, institutional and social environmentYour needs are important so we need to do this together, as if this were your kitchen Your life will changeIt’s all about us now, our grandchildren and their future we have in our handsQuality matters, and we will keep learning and sharing those learnings with youIf we need to be flexible, we willThis is only the start and your home is only the first stepWe will monitor, calculate and report on energy, money, health, welfare, comfort, wellbeingAnd learnings based on qualitative and quantitative inputs will be shared (with you)


www.ieadsm.org


Together we’ll make the world go round!We will co-create and co-design our interventions with youYou embody what we need to know and change: what you do, feel, learn…We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needsWe will create a supportive material, institutional and social environmentYour needs are important so we need to do this together, as if this were your kitchen Your life will changeIt’s all about us now, our grandchildren and their future we have in our handsQuality matters, and we will keep learning and sharing those learnings with youIf we need to be flexible, we willThis is only the start and your home is only the first stepWe will monitor, calculate and report on energy, money, health, welfare, comfort, wellbeingAnd learnings based on qualitative and quantitative inputs will be shared (with you)We will help you figure out what your impact is to be able to make sure you get where we all collectively want to!



The pros and cons of each approach

• They do well with what they intend to do and fit well within the current economic and political system and way of thinking

• The programmes are relatively easy to evaluate in quantitative terms and often show good results

• The (retrofitting) market can grow • Subsidies are often used up to the max • Many homes do get insulated • Behavioural economics does manage to

nudge a certain percentage • Free riders upgrade their plans and retrofit

more comprehensively • Sometimes even a new norm seems to be

emerging…

• These types of interventions are very complex with many partners who have different mandates, needs and restrictions

• They cannot be driven by policy alone, need all levels collaborating

• Not everyone wants to change everything or their lifestyle

• Not everyone wants to engage but it is important to ensure that the naysayers are not becoming the over-riding voice

• The flexibility of changing goals, aims and interrelatedness of issues etc makes it difficult to evaluate

➔ But people tend to like them much more!

Economic approaches Systemic approaches

*See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summer Study Proceedings.

Different energy efficiency stories

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Examples of a love and a horror story in Building Retrofits


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The New Zealand love story with insulationOnce upon a time... there was a beautiful country called New Zealand,which had very cold, damp houses.

Every day...Kiwis shivered and froze, but they just told each other to stop being a sissy and put on another jumper.

But, one day...the new right-wing Government decided it needed to show it wasn’t uncaring and evil and created a programme called Warm Up New Zealand. It was meant to insulate a quarter of the housing stock, create many jobs and a new market, and reduce energy use, energy bills and CO2.

Because of that...the Energy Efficiency and Conservation Authority set about tendering for the best contractors in the country to fulfil this lofty goal.

But then...they realised that people weren’t that interested in insulation, they rather spent their money on a new kitchen and kept putting on those jumpers!

Because of that... they concentrated on using Third Party Providers and other community groups to ensure that at least the most needy and vulnerable people got free insulation and clean heating installed.

So, finally... they did an evaluation and found that the real benefits - $5 for every $1 spent, lay in the health improvements, not a new market or energy savings or lower bills.

And, ever since then... The other Kiwis also slowly realised that being warm and cozy in your home was maybe just as important as having a new kitchen. The End.


www.ieadsm.org

The Great Australian horror story of insulation



So… what’s the moral of the story of Task 24?

• There is no silver bullet anywhere but the potential remains huge • Homo economicus doesn’t exist (in energy humans) • Habits are the most difficult thing to break, though it’s easiest

during moments of change • There is no such thing as individual energy use • We need to look at whole-system, societal change • This can’t be done in isolation by one sector - collaboration is key • Everyone has a piece of the puzzle but we can’t see the whole

picture yet • We need a shared learning and collaboration platform that works • We also need a shared language based on narratives

➔ It’s all about the people!

http://www.theguardian.com/commentisfree/2015/oct/14/selfish-proof-ego-humans-inherently-good

IEA DSM Task 24 Phase II

Helping the Behaviour Changers

Task 24 – Phase I and IIObjective in a tweet (or two)

The overarching impact of this Task is to provide a helicopter overview of best practice approaches to behaviour change interventions and practical, tailored guidelines and tools of how to best design, implement, evaluate and disseminate them in real life.

Task 24 – Phase IIHow it all fits together

What?Subtask 6

‘The Issues’

Who?Subtask 7

‘The People’

How?Subtask 8‘The Tools’

Why?Subtask 9

‘The Measure’

So what?Subtask 10‘The Story’

Subtask 1

Subtask 2

Subtask 4 Subtask 5

Subtask 1

Subtask 4 Subtask 3

www.ieadsm.org/task/task-24-phase-2/

http://www.ieadsm.org/task/task-24-phase-2/


Task 24 Phase IIThe Energy System

How does it look like now?


The way we currently look at the Energy System


Another way we could look at the Energy System


The end user need for a service


The end user need for a service

Personal comfort


The end user’s behavioural response


The end user’s behavioural response

Technology


The end user’s wider context

54



54

Cultural norms



54

Cultural norms

Geography/Climate



54

Cultural norms

Geography/ClimateBuilding stock



54

Cultural norms

Infrastructure




54

Cultural norms

Infrastructure


Politics


The national context



Transmission & Distribution



Transmission & Distribution

Peak load issues


The national response


The national response

Energy supply


Why is this system view circular?


Why is this system view circular?

Feedback


Task 24 view of the Energy System

We pose that the Energy System begins and ends with the human need for the services derived from energy (warmth, comfort, entertainment, mobility, hygiene, safety etc) and that behavioural interventions using technology, market and business models and changes to supply and delivery of energy are the all-important means to that end.


Task 24 Phase IISubtask 6 – Understanding the Behaviour Changers’ Practices and Priorities “The Issues”

Deciding on the issues to focus on for each

country


What are the Top DSM Issues here?

Top DSM Issues: • Is there a national list of DSM issues? • What are the biggest behavioural potentials? • What DSM policies and programmes are already tackling these issues and how? • What are their approximate contribution to the country’s load management (economic, technical, political and societal potentials)? • What are the risks and multiple benefits of each?


What are your top energy efficiency/conservation Issues?

• Technology: Smart meters/feedback? Appliances? Heating? Transport? • Behaviour: Investment or habitual behaviour? Split incentives? • Combination: Maintenance? Purchases? Prosumers?

➔Choose one for our exercise

What are the potentials, risks and (multiple) benefits for the Top DSM Issues?

Technical potential

Economic Potential

Social Potential

Political (actual) potential


Technical potential

Economic Potential

Social Potential


RISKS?

RISKS?

RISKS?

RISKS?

Multiple Benefits?


Technical potential

Economic Potential

Social Potential


RISKS?

RISKS?

RISKS?

RISKS?

Multiple Benefits?

Multiple Benefits?


Who is the End User whose behaviour we are trying to change?


Who is the End User whose behaviour we are trying to change?

Tenants? In single homes or apartment buildings? Home owners? (single or apartment)? Office workers in a large commercial building? Retail workers in smaller retail buildings? Landlords? Private or large-scale? Social housing? Commercial? Building Management Operators? Office or eg hospitals? Smart meter/feedback/EE technology installers or developers? Drivers? Truck or private vehicle? Behaviour or Mode Switching? Freight companies? Behaviour or technology switching? SMEs? Which sector? CEOs or energy managers/CFOs? Who else could it be?


What behaviour are we actually trying to change?


What behaviour are we actually trying to change?

Home owners: Install PV, learn your home’s energy eco-system, share it with your neighbourhood’s energy eco-system (NZ) Commercial building tenants and landlords: co-develop green leases that work (SE) Restaurant owners/SMEs: close doors, turn off burners, lights etc (Fort Collins) Building Management Operators in Hospitals: Engage with energy managers and hospital users on energy savings (CA) Energy companies: Go all the way with energy efficiency regulations, not just the easy route (AT) ICT in Universities: What are the low-hanging fruit? How can we deliver big savings easily? (NL) Residential retrofits: Split incentive issues? (IE)


Task 24 Phase IISubtask 7 - The Behaviour Changer Framework “The People”

A new way of visualising the energy system


A model for collaboration

Collective impact = the commitment of a group of important actors from different sectors to a common agenda for solving a specific social problem.


Who are the RIGHT Behaviour Changers to collaborate on our issue/behaviour?

Government – which level, agency, person/s?

Industry – which sector, organisation, person/s?

Researchers – which discipline, University, person/s?

The Third Sector – which sector, association, person/s?

Intermediaries – which sector, company, person/s?


Storytelling spine

Tell your (organisation’s) story:

How will this intervention look like from your perspective?


Storytelling spine

What is our common goal/story?


Next steps: Intervention Design

What does the End User need to do/change? What are the main relationships we need to strengthen? Which conflicts (bombs) do we need to diffuse and how? Which tools are irrelevant, which other tools/Behaviour Changers may we need? What is the time frame? Who does what? How do we evaluate the multiple benefits? Who does what?


Feedback and Evaluation Forms

1st Irish Task 24 Behaviour Changer Workshop

Science

Transcript of 1st Irish Task 24 Behaviour Changer Workshop