iea dsm task 24 behave presentation 2014

Subtasks of Task XXIVsocial media and

Task XXIV

Dr Sea Rotmann Operating Agent

BEHAVE Conference, Sept 3-4, 2014

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

IEA DSM TASK 24

2

Some special features of Task XXIV

Text

Premise for Task XXIVWhat’s special about

Task 24?

Participating countries


16 countries25 Tasks


16 countries25 Tasks

Task 24

4

Target Audience of Task XXIV

Pics via: theinnovativeeducator.blogspot.com, dreamstime.com, agu.org, lifesupplemented.org, rassutassu.com, change.comminit.com

1Intermediaries

Policymakers Researchers

Industry

The Third Sector

Our Audience

4

Target Audience of Task XXIV

Pics via: theinnovativeeducator.blogspot.com, dreamstime.com, agu.org, lifesupplemented.org, rassutassu.com, change.comminit.com

1Intermediaries

Policymakers Researchers

Industry

The Third Sector

Our Audience

understandingTHE BEHAVIOUR

OF THE BEHAVIOUR CHANGERS

Subtasks of Task XXIVSubtasks

5- Social media expert platform

1- Helicopter view of models,

frameworks, contexts, case

studies and evaluation

metrics

2- In depth

analysis in areas of

greatest need

3- Evaluation tool

for stakeholders

4- Country-

specific project ideas, action

plans and pilot projects

Subtasks of Task XXIVSubtask V - expert

platform

-125 videos & presentations-75 photos-6 blogs-18 events-21 discussion fora-3 member groups

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Text

Premise for Task XXIVSubtask 5 - Expert Platform

>

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Premise for Task XXIVSubtask 5 - Main lessons

A social media platform is/not:

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A good place to ‘collect’ experts and info

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Text



A good place to ‘collect’ experts and info A good broadcasting tool

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A good place to ‘collect’ experts and info A good broadcasting tool A good way of measuring Task impact (GA)

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A good place to ‘collect’ experts and info A good broadcasting tool A good way of measuring Task impact (GA) A silver bullet for making people talk

8


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A good place to ‘collect’ experts and info A good broadcasting tool A good way of measuring Task impact (GA) A silver bullet for making people talk A way of making busy experts use social media

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Text



A good place to ‘collect’ experts and info A good broadcasting tool A good way of measuring Task impact (GA) A silver bullet for making people talk A way of making busy experts use social media A way of easily managing files

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Text



A good place to ‘collect’ experts and info A good broadcasting tool A good way of measuring Task impact (GA) A silver bullet for making people talk A way of making busy experts use social media A way of easily managing files

==> also created a Wiki to make case studies more easily accessible (www.ieadsmtask24wiki.info)

http://www.ieadsmtask24wiki.info

http://www.ieadsmtask24wiki.info

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Text

Premise for Task XXIVThe story of Task 24

Subtasks of Task XXIVMany hurdles to overcome

wrong, but some of

George E.P. Box (1979)

Towards a multiple models approach

Subtasks of Task XXIVInterdisciplinary silos

Subtasks of Task XXIVEureka!

Subtasks of Task XXIVenergy stories: personal

Subtasks of Task XXIVenergy stories: personal

YOUTUBE: https://www.youtube.com/watch?

v=wbe83S8FfO0&list=UU_p3PlWDpLyDBh8TwUBmVHQ

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








Subtasks of Task XXIVCountry storiesIEA DSM – Task XXIV

Belgian Story

Brussels, September 7, 2012

Swiss Energy Strategy and research projects

concerning behavior change

Dr. Aurelio Fetz, Market Regulation, Swiss Federal Office of Energy

Workshop IEA DSM Task 24, 15.10.2013

The New Zealand energy story

Sea Rotmann and Janet Stephenson

demand-side^

Norwegian Energy Story

Subtasks of Task XXIVCountry storiesIEA DSM – Task XXIV

Belgian Story

Brussels, September 7, 2012

Swiss Energy Strategy and research projects

concerning behavior change

Dr. Aurelio Fetz, Market Regulation, Swiss Federal Office of Energy

Workshop IEA DSM Task 24, 15.10.2013

The New Zealand energy story

Sea Rotmann and Janet Stephenson

demand-side^

Norwegian Energy Story- a true frontier story of DSM roll-out in South Africa !

BarryBredenkamp , ( SANEDI) and Dr Mathilda du Preez, (University of Pretoria)

The Good, the Bad and the Ugly

17 March 2014

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The Monster

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Subtask I - Helicopter OverviewPremise for Task XXIVworked examples in Task 24

Domain/CountryCases and used theories/models

Netherlands New Zealand Switzerland Italy Austria Norway Sweden Belgium UK Other countries

Smart Metering/Feedback

Jouw Energie Moment

Theories/Models used:Expectancy Value TheoryDesign with IntentInterpretation for sustainable behaviour

Responses to Time Varying Prices for Electricity (Otago Uni)

Theories/Model used: Classical Economics and marketing

Smart Metering Zurich Pilot EWZ and EKZ

Theories/Model used: behavioural economics and social norms/comparisons

Time of Use Tariff

Theories/Models:Classical Economics

Die Energiejagd

Theories/Models:Shared learning,Social Norming,freezing/unfreezing

Demosteinkjer

Theories/Models:Theory of Planned Behaviour

Clockwise

Theories/Models:Constructivist Learning TheoryShared learning

Rettie, Ruth CHARM

Theories/Models used:social norms approachpractice theory

Spain (Juan Pablo Garçia): VERDIEM



Smart Metering EKT Dietikon

Theories/Model used: behavioural model of residential energy use by Raaij & Verhallenbehavioural economics and social norms/comparisons

!CO2 Management


Portugal (Joane Abreu): Smart meter feedback in North

Theories: Nudge, classical economics, moments of change


Munx Repower website

Theories/Model used: behavioural economics, social norming

US (Michela Beltracchi):Opower feedback programme

Models: Cialdini’s Social Norming

Retrofitting Blok voor Blok aanpak, retrofitting programme

Theories/models used:Behavioural economics

Warm Up New Zealand: Heat Smart

Theories/Models used: social marketing; social norms; classical economic; TPB

Swiss Building Retrofit Program

Models: Classical Economics

Retrofitting of Myhrenenga Housing

Theories: TPB

Building retrofits

Theories: Shared Learning

Retrofitting

2000 Watts Society (housing)

Models: Ethics, long-term visioning

SMEs De Groene Daad

Theory/model used: Nudge

EECA SME Crown Loans Scheme

Theory/model used: originally based on TPB; changed to social learning and social norm theories

Energy-Model and SME-Model from (EnAW)

Theories/Models used:Classical EconomicsSocial norm

Finnfjord

Theories: Leadership

Build4Change

Model: Nudge

Energy Cultures SMEs pilot

Model used: Energy CulturesMobility Het Nieuwe Rijden (the

New Driving)

Theories and models used: Psychology: Henry A Murray (1938) and the acceptability/availability model of behaviour by Rose (1990).

Active a2b

Theory/models used: Norm Activation TheoryElaboration Likelihood ModelStern’s Principles for InterveningTriandis TIBLewin’s Unfreezing/RefreezingMcKenzie-Mohr

2000 Watt on mobility

Models: Ethics, long-term visioning

Electric vehicles Nobil

Theories/Models used: TPB

Stockholm congestion tax

Models: activity based models

Chatterton & Wilson Framework

Combining individualistic (eg Triandis) and societal (Practice theory) approaches to help UK policymakers

Kevin Luten UrbanTrans (Australia)

Transport behaviour change based on BJ Fogg

Mobility

NZ Post Transport Driver behaviour training

Theory/models used: Value Action Gap Theory

Fuel consumption of newly purchased cars

Theory of Planned Behaviour (TPB) and Norm-Activation Model (NAM)

Case studies collected for IEA DSM Task 24 in transport, building retrofits, SMEs and smart metering Note: Blue boxes denote government-led policies and programmes, green boxes denote business, research or community-led programmes and pilots

17

Subtask I - Helicopter OverviewPremise for Task XXIVStorytelling

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

17



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

17




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

17




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

Is there less bias when telling facts in a narrative format rather than in ‘hard’ figures, facts and stats?

Target Audience of Task XXIVA shared language for collaboration?

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

19

Different stories

20

Several of our Retrofitting cases informed by neoclassical economics: money and information

http://www.contemporaryartdaily.com/wp-content/uploads/2012/02/2.jpghttp://pinterest.com/kyrpersa/homo-economicus/

Neoclassical economics retrofitting

21

The story of neoclassical economics and retrofitting

Money makes the world go round

You need to change your home’s energy use and we will help you by paying (part of) its retrofitting

By the way, you need to pay up first and it might take a while before we pay you back

The info we need from you will teach you all you need to know.

You only need to make a one-off decision to invest

We have the technology you need, contractors or installers (you will need to find/choose) will put it in and that’s it!

If you do not understand the technology, just don’t touch the buttons…

You will save money for a nice weekend to the Bahamas

You only need to give us a bill from your installer, we probably won’t check how much energy you actually saved

What counts for us is how many m2 are insulated, how many homes are retrofitted or how much money is spent. Oh yes, and how many kWh are saved of course!

We will do the number crunching, don't worry, we do not need to know what you actually saved, we will use models to calculate all energy savings

But if you want to know how much energy you saved, buy a metering device.

22

Behavioural economics retrofitting

enayetkabir.blogspot.comgreenbookblog.com

Several of our Retrofitting cases informed by behavioural economics

23

The story of behavioural economics & retrofitting

Money still makes the world go round

By the way, you still need to pay up first and it might take a while before we pay you back

The info we need from you will teach you all you need to know

You have many choices but we will design choice architecture to ensure you make the right one to retrofit your home

You only need, not only for yourself but for the sake of all, to make a one-off decision to invest

And to do so, we have the money, technology you need and we will design rules, regulations, institutions, or infrastructure that will nudge you in the right direction

You will save money, or the environment or whatever matters to you

You only need to give us a bill from your installer, we won’t check how much actual energy was saved

What counts for us is how many m2 are insulated, how many homes are retrofitted or how much money is spent. Oh yes, and how many kWh are saved of course!

We will do the number crunching, don't worry, we do not need to know what you actually saved, we will use models to calculate all energy savings

But if you want to know how much energy, CO2, trees or polar bears you saved, buy a metering device

24blogs.scientificamerican.com

Systemic approaches and retrofitting

http://blogs.scientificamerican.com/plugged-in/2011/10/04/green-building-retrofits-decreasing-the-demand-from-hvac-systems/

http://blogs.scientificamerican.com/plugged-in/2011/10/04/green-building-retrofits-decreasing-the-demand-from-hvac-systems/

25

Systemic approaches and retrofitting

Together we will make the world go round

You embody what we need to know and change: do, feel, learn

We will help you understand and use the technology, and train those that install and sell it to you

We will create a supportive material, institutional and social environment

Your needs are important so we need to do this together, as if this were your kitchen or bathroom!

Your life will change

It's all about us now, and our grandchildren

Quality matters and we will keep learning and sharing

If we need to be flexible we will

This is only the start of a long way and your home is the first step

We will monitor, calculate and report on energy, money, health, welfare, comfort, wellbeing

And 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 collectively want to!

26

Subtask I - Helicopter OverviewPremise for Task XXIVTypes of stories: retrofitting

Once 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 of the programme 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.

27

Subtask I - Helicopter OverviewPremise for Task XXIVthe short stories: retrofitting

example: insulation subsidies

But over the ditch, it got more serious...

29

Subtask I - Helicopter OverviewPremise for Task XXIVStorytellingSuccesses

Number 8 Wire

a classic tale of grid challenges and opportunities

29


Number 8 Wire


IEA Demand Side Management Programme

Once upon a time

1

29


Number 8 Wire



Once upon a time

1

A love story about warm, dry homesWarm Up New Zealand: Heat Smart

17 March 2014 | Jenny Lackey, Project Manager, Energy Efficiency and Conservation Authority

29


Number 8 Wire



Once upon a time

1



Love conquers all

29


Number 8 Wire



Once upon a time

1



Love conquers all

Subtasks of Task XXIVTHE HITCHHIKER’S GUIDE to DSM

Rule #1

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Number 8 Wire



Once upon a time

1



Love conquers all

Subtasks of Task XXIVTHE HITCHHIKER’S GUIDE to DSM

Rule #1A 3-part story of daring research collaborations on energy

behaviour and demand response

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So...what’s the story?


- There is no silver bullet anywhere


- There is no silver bullet anywhere- Homo economicus doesn’t exist in energy


- There is no silver bullet anywhere- Homo economicus doesn’t exist in energy- Habits are the most difficult thing to break


- There is no silver bullet anywhere- Homo economicus doesn’t exist in energy- Habits are the most difficult thing to break- We need to look a whole-system, societal change


- There is no silver bullet anywhere- Homo economicus doesn’t exist in energy- Habits are the most difficult thing to break- We need to look a whole-system, societal change- This can’t be done in isolation by one sector - collaboration is key


- There is no silver bullet anywhere- Homo economicus doesn’t exist in energy- Habits are the most difficult thing to break- We need to look a whole-system, societal change- This can’t be done in isolation by one sector - collaboration is key- Social media and networks are really good (theoretically) for it


- There is no silver bullet anywhere- Homo economicus doesn’t exist in energy- Habits are the most difficult thing to break- We need to look a whole-system, societal change- This can’t be done in isolation by one sector - collaboration is key- Social media and networks are really good (theoretically) for it- But: professionals are very weary to use it


- There is no silver bullet anywhere- Homo economicus doesn’t exist in energy- Habits are the most difficult thing to break- We need to look a whole-system, societal change- This can’t be done in isolation by one sector - collaboration is key- Social media and networks are really good (theoretically) for it- But: professionals are very weary to use it- It’s also hard to find the right people and break down silos


- There is no silver bullet anywhere- Homo economicus doesn’t exist in energy- Habits are the most difficult thing to break- We need to look a whole-system, societal change- This can’t be done in isolation by one sector - collaboration is key- Social media and networks are really good (theoretically) for it- But: professionals are very weary to use it- It’s also hard to find the right people and break down silos- Everyone has a piece of the puzzle but we haven’t fit it together


- There is no silver bullet anywhere- Homo economicus doesn’t exist in energy- Habits are the most difficult thing to break- We need to look a whole-system, societal change- This can’t be done in isolation by one sector - collaboration is key- Social media and networks are really good (theoretically) for it- But: professionals are very weary to use it- It’s also hard to find the right people and break down silos- Everyone has a piece of the puzzle but we haven’t fit it together- We need a shared learning and collaboration platform that works


- There is no silver bullet anywhere- Homo economicus doesn’t exist in energy- Habits are the most difficult thing to break- We need to look a whole-system, societal change- This can’t be done in isolation by one sector - collaboration is key- Social media and networks are really good (theoretically) for it- But: professionals are very weary to use it- It’s also hard to find the right people and break down silos- Everyone has a piece of the puzzle but we haven’t fit it together- We need a shared learning and collaboration platform that works- We also need a shared language based on narratives


- There is no silver bullet anywhere- Homo economicus doesn’t exist in energy- Habits are the most difficult thing to break- We need to look a whole-system, societal change- This can’t be done in isolation by one sector - collaboration is key- Social media and networks are really good (theoretically) for it- But: professionals are very weary to use it- It’s also hard to find the right people and break down silos- Everyone has a piece of the puzzle but we haven’t fit it together- 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!

The way we look at the Energy System

eetd.lbl.gov

http://eetd.lbl.gov/newsletter/nl41/eetd-nl41-3-openadr.html



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33

Target Audience of Task XXIVAnother way we could look at the Energy System

Subtasks of Task XXIVwant to hear more of

our story?

to join the expert platform: [email protected]

mailto:[email protected]

mailto:[email protected]

iea dsm task 24 behave presentation 2014

Technology