data, feedback, measuring/reporting, charting progress, social norms, selling the journey | alan...
TRANSCRIPT
![Page 1: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/1.jpg)
iCARBCommunity Groups Workshop
data * feedback * measuring/reporting
charting progress * social norms * selling the journey
Alan Brown
![Page 2: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/2.jpg)
Carbon @ Community Level
• Measuring Absolute, Incremental or both ?
• Systemic Behaviour Change and Rebound Effect
• Hidden & public change
• Theory vs. Actual
• Internal accounting vs. community reporting
• Mixed messages / complex language
• REAP-Petite vs. Act on CO2
• Greenwash - Tesco Solar PV ad.
• 4-Cornered Triangle - Government, Business, Community & Individual
• Relating Cause and Effect - Efficient Feedback loops are Critical
• Death by 1000 Surveys... Technology can help in data gathering
![Page 3: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/3.jpg)
LinlithgowGas and Electric DECC data
• What we have:• Good baseline indicator• Metered & Accurate• Annual Reports• Communities can relate
• IGZ data• S02001232 Linlithgow South• S02001234 Linlithgow North• S02001235 Linlithgow Bridge
• On-tap data• Crime Stats• Health, Births, Deaths• Employment, School Numbers• Population Stats• Cars Per Household etc..
![Page 4: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/4.jpg)
Linlithgow Gas and Electricity Consumption what it looks like
![Page 5: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/5.jpg)
What’s Missing for community action
• Data age - 2009 latest• Feedback loop efficiency
• Quarterly vs. annual data. Show seasonal variations / Granularity• Drill Down to Lower Data levels.• Merge key data sets. EST HEED / Energy Bills / National Stats
• Legal issues on DECC data access - Scotland - England divide• National Standards - Super Output Areas (England) vs. IGZ (Scotland)• Data Rights, Access & Format - Data processing? Triangle not working.
• Data improving for individual - not community (charts in energy Bills)
• What’s also missing• DVLA - Annual Car mileage records from New Reg. not Year 3 at MOT• Food stats from ALL retailers. Food source / stats per community.• Farm data.• Local Authority data• HEED access loss. Excessive data security.
![Page 6: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/6.jpg)
The language of Climate Action in communities.
![Page 7: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/7.jpg)
Up is Good - Zero is Freezing
• Conditioned with words and charts where FASTER/UPWARDS/MORE are viewed positive, success, rewarding and beneficial.
• FTSE Charts
• Sales Figures
• TV News Graphics
• Church Thermometers
• Fear of Negative GDP negative growth!
• Gov: Faster Sustainable Economic Growth
• PERSONAL IMPACT EXCEPTIONS: Rising Petrol Prices?
![Page 8: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/8.jpg)
top down messages... do these motivate us ?
![Page 9: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/9.jpg)
Changing Norms
• Purchasing Information Labels
• Comet Website• Rated on a Scale of A-G
• (A being the most energy efficient)• Hover Over Item - (A-C)• Top/Bottom
• 111 (A)• 131 (A+) (315)• 26 (A++) (260)• 2 (A+++) (160)
• A to G vs A+++ to G
• Green is Good/Go, Red is Bad/Stop
• Up is Heaven, Down is Hell !
![Page 10: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/10.jpg)
And what are we saying today ?
• Climate Change
• Peak Oil
• Zero Waste Scotland
• Low Carbon Society
• Refuse, Reduce, Reuse, Recycle
• Energy Saving Trust
• We really are Selling the Sausage!
![Page 11: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/11.jpg)
Sell the Sizzle - NOT the Sausage
![Page 12: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/12.jpg)
Transition - Think Differently
![Page 13: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/13.jpg)
“Mind your Carbon Language”
• The Importance of Story Telling
• Measuring growth of new good things not the decline of the present.
• Use the right colours
• Simple language (kg/£/numbers)
• Leveraging 50+ Years of marketing skills and using them for social change and not just consumerism. eg. Futerra.
• Selling the future - positive, rewarding.
• Consider Cultural Dynamics. What sectors of soc. are motivated by less? vs. New/Cheap/Modern/...
![Page 14: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/14.jpg)
If we are going to sell a carbon message.keep it simple, use colour carefully, trend upwards for progress, watch your words, scale appropriately, reward, normalise, avoid complex language.
ABCDEF
£’s not kgCO2-e
![Page 15: Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown](https://reader035.vdocuments.us/reader035/viewer/2022070323/559a8f4e1a28ab811d8b45f7/html5/thumbnails/15.jpg)
Thank-you
• We need to focus on what’s worth measuring and do it really well
• We need to learn how to market our progress
• We must avoid complex language and confusing/conflicting advice
• Don’t presume that your community understands the problem, the challenge or the opportunity.
• Any questions ?