20 million customers

The Problem

What does the fox say?

What does the fox say?

= 22.3 hours/month

= 16,000 minutes/year

Miley Cyrus, The Situation, Cat Videos

Energy Usage, Saving the Planet

= 7 minutes/year

= more than you spend eating ALL YEAR

U.S. Energy Productivity

U.S. Energy Waste

We are reptiles.

Lawyers

Day Care

Comparison

Peak Energy Reports

Get people to use less energy on peak days, or the hottest days of the summer. And we pay them for each kWh they save.

Standard Marketing

National Grid and Opower

Affect

National Grid and Opower

Exclusivity

National Grid and Opower

Loss Language

National Grid and Opower

Triggers

Loss Aversion

Norms

Rewards

Autonomy

Behavioral Science

Definition: An extensive trove of knowledge about how people really behave and why they behave the way they do.

Opower is running the largest behavioral science experiment in the world

Increased customer trust

76% 68%

48%

68%

55%

38%

0%

25%

50%

75%

100%

Trustworthy sourceof information

Wants to help mereduce my energy

use

Wants to help mesave money

Treatment Control

Impact 49% of JD Power score Consistent impact across 30K interviews at 24 utilities

Average Steady State Savings = 1.5 – 3.5%

Months since program start

Predictable energy savings

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

4.5%

5.0%

6 12 18 24 30 36 42

Results measured and verified by independent third parties

“This is a message from BGE. During the

Wednesday, July 10th Savings Day, you earned $2.75 for reducing your

energy use. The average-saving home earned $3.75

more than you.”

You know you’ve made it when you’re on

Opower and BGE: Behavioral Demand Response

Las Vegas off the grid