iCARB Community Groups Workshop <ul><li>data * feedback * measuring/reporting </li></ul><ul><li>charting progress * social...
Carbon @ Community Level <ul><li>Measuring Absolute, Incremental or both ? </li></ul><ul><li>Systemic Behaviour Change and...
Linlithgow Gas and Electric DECC data <ul><li>What we have: </li></ul><ul><ul><li>Good baseline indicator </li></ul></ul><...
Linlithgow Gas and Electricity Consumption  what it looks like
What’s Missing  for community action <ul><li>Data age -  2009 latest </li></ul><ul><li>Feedback loop efficiency </li></ul>...
The language of Climate Action in communities.
Up is Good - Zero is Freezing <ul><li>Conditioned with words and charts where FASTER/UPWARDS/MORE are viewed positive, suc...
<ul><li>top down messages... do these motivate us ? </li></ul>
Changing Norms <ul><li>Purchasing Information Labels </li></ul><ul><li>Comet Website </li></ul><ul><ul><li>Rated on a Scal...
And what are we saying today ? <ul><li>Climate  Change </li></ul><ul><li>Peak  Oil </li></ul><ul><li>Zero   Waste  Scotlan...
<ul><li>Sell the Sizzle - NOT the Sausage </li></ul>
Transition -  Think Differently
“ Mind your  Carbon  Language” <ul><li>The Importance of Story Telling </li></ul><ul><li>Measuring growth of new good thin...
If we are going to sell a carbon message. keep it simple, use colour carefully, trend upwards for progress, watch your wor...
Thank-you <ul><li>We need to focus on what’s worth measuring and do it really well </li></ul><ul><li>We need to learn how ...
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Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown

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Data, feedback, measuring/reporting, charting progress, social norms, selling the journey | Alan Brown

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