Behavior Based Energy Efficiency: From Theory to Action, by Alexis Troschinetz
Behavior-BasedEnergy Efficiency:From Theory into ActionAlexis TroschinetzBehavior Change & Metrics CoordinatorClean Energy Resource TeamsJune 12, 2013Class 5 Peer Exchange
Presentation Outline• What is CERTs?• Behavior Change Science• CERTified Campaigns• Campaign Development• Engaging on Sustainabilitywww.CleanEnergyResourceTeams.org
CERTs MissionConnecting you and yourcommunity to the resourcesyou need to identify andimplement community-basedclean energy projectswww.CleanEnergyResourceTeams.org
What Does CERTs Do?• Host meetings, workshops,tours, networking sessions• Share case studies andproject planning guides• Connect people to technicalresources and assistance• Provide seed grant funding& connections to fundingopportunitieswww.CleanEnergyResourceTeams.org
Major Accomplishments• Helped Minnesotans save annually over93 billion BTUs of energy and avoid $1.6million in energy costs since 2010• Awarded over $790,000 in seed grants tomore than 189 energy projects since 2006• Impacted 87,700 people through grants,events, and programs since 2009www.CleanEnergyResourceTeams.org
Engagement across MNStaff: RegionalCoordinators andstatewide supportSteering Committees:Volunteer governing bodyfor each regionRegional Involvement:Anyone can join, anytime,our efforts to build MNclean energy future.www.CleanEnergyResourceTeams.org
Behavior Change Science• Applying concepts from social science and psychologyfields to understand why we do (or don’t) take action• Identifying what…– motivates us – stands in the waywww.CleanEnergyResourceTeams.org
• Pre-Rinse Spray Valves– Manually removes foodbefore dishwashing– 1.28 GPM vs. 3-5 GPM– Reduce water & energy 60%– Save $410/yr per upgrade– $28 each $68 retailwww.CleanEnergyResourceTeams.org• Faucet Aerators– Restricts flow at handwashingsinks– 0.5 & 1.0 GPM vs. 2.2 GPM +– Reduce water & energy up to 75%– Save $100/yr per upgrade– $0.50 each $2.00 retailCampaigns
Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4PilotCampaign5BroadlyImplement& EvaluateCampaignBased on Community-Based Social Marketing
Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4PilotCampaign5BroadlyImplement& EvaluateCampaignIf a reasonable strategy cannot becreated for a given behavior, thena new behavior shouldbe considered.
Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4PilotCampaign5BroadlyImplement& EvaluateCampaignIf pilot campaign fails, then itwill not be successfulat a wide-scale.
Evaluate Several Behaviorswww.CleanEnergyResourceTeams.orgBehaviors forResidentialHouseholdsPenetration(0-100%)100 MinusPenetrationImpact(kg perhouseholdper year)Probability(0-4)RelativeScore orWeightRankPurchase greenpower3% → 97 X 8700 X 2.15 = 1,814,385 1Cold water wash 38% → 62 X 450 X 3.09 = 86,211 3Increase use ofclothes line8% → 92 X 200 X 3.07 = 56,488 3Install 10 CFLs 23% → 7 X 700 X 3.03 = 163,317 2Install low-flowshowerhead61% → 39 X 215 X 2.5 = 20,963 3
Identify Barriers/Benefits• Research• Observation• Focus Groups• Surveys– Intercept Surveyswww.CleanEnergyResourceTeams.orgSpecificBehaviorBarriers BenefitsEncourage Discourage What prevents your target audience from engaging inthis behavior? What do they find challenging about it?What does your target audience perceive as the benefitof engaging in this behavior? What do they like about it?
Pilot Campaign• Test campaign on a portion of anticipated full audience– Evaluate against a control group• Do not proceed to fullcampaign if pilotproject failed• Repeat pilot project ifsignificant changes aremade to behavior,audience or toolswww.CleanEnergyResourceTeams.orgMake A Splash Lake Street Pilot with Jill Curran, Energy Smart
Campaign Implementation• Do not stray from successful pilot• Evaluate with metrics:– behavior change → participants, actions, devices– resource use → energy savings (BTUs, kWh, therms)– resource quality → renewable energy, energy shifting• Reflect on lessons learned,successes throughoutwww.CleanEnergyResourceTeams.org
Campaign Development… a process within a process …www.CleanEnergyResourceTeams.orgStaff Skill Set& InterestsTechnicalEffectivenessImpactProbabilityPenetrationCERTsMission / StrategyAlignmentTechnicalEffectiveness
Engaging on Sustainability• Encourage engagement from various levels:– Keep people informed of top-down decisions– Receive, respond and incorporate feedback from all peoplewww.CleanEnergyResourceTeams.org Grass RootsAction ManagementCommitment
Engaging on Sustainability• Welcome engagement at various level and throughvarious approaches– Action-oriented – waste audit, bulb removal– Survey– Committee– Feedback / Idea submittal form• Keep it local & relevant– Champions / Metrics Leaderswww.CleanEnergyResourceTeams.org
For More Informationwww.CleanEnergyResourceTeams.orgAlexis TroschinetzBehavior Change &Metrics Coordinatoratroschi@umn.edu612-626-0455
Office Energy Savings“Engineered”• Lighting Inventory• Switched coffee andwater service• 7-day timers on selectequipment /appliances• Eliminate individualheaters & adjustedHVAC0500010000150002000025000300003500040000Baseline After SustainabilityInitiativesImplementedAnnualElectricityUse(kWh)Office Equipment Lighting
Office Energy SavingsTurtle Tank• 660 W bulb 24/7• 20% of all lightingenergy use• Switched to a 16 Wwarming pad• Reduced use of 660 W• Reduced entire officeenergy use by 9%
Office Energy SavingsBehavior• Unplug/turn off equipment between uses:– Large infrequently used printer– Shredder– Binder– Stapler– Samples Refrigerator• Relocate power strips on top of desk with allcomputer appurtenances plugged into it• Run dishwasher M, W, F or only when full & air-dry