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Behavior-BasedEnergy Efficiency:From Theory into ActionAlexis TroschinetzBehavior Change & Metrics CoordinatorClean Energy...
Presentation Outline• What is CERTs?• Behavior Change Science• CERTified Campaigns• Campaign Development• Engaging on Sust...
CERTs MissionConnecting you and yourcommunity to the resourcesyou need to identify andimplement community-basedclean energ...
What Does CERTs Do?• Host meetings, workshops,tours, networking sessions• Share case studies andproject planning guides• C...
Major Accomplishments• Helped Minnesotans save annually over93 billion BTUs of energy and avoid $1.6million in energy cost...
Engagement across MNStaff: RegionalCoordinators andstatewide supportSteering Committees:Volunteer governing bodyfor each r...
Behavior Change Science• Applying concepts from social science and psychologyfields to understand why we do (or don’t) tak...
Campaignswww.CleanEnergyResourceTeams.org
• Pre-Rinse Spray Valves– Manually removes foodbefore dishwashing– 1.28 GPM vs. 3-5 GPM– Reduce water & energy 60%– Save $...
Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4P...
Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4P...
Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4P...
Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4P...
Select Behavior & Audience• One-time v. repeat• End-state• Non-divisible• Identify target audience(s)www.CleanEnergyResour...
Evaluate Several Behaviorswww.CleanEnergyResourceTeams.orgBehaviors forResidentialHouseholdsPenetration(0-100%)100 MinusPe...
Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4P...
Identify Barriers/Benefits• Research• Observation• Focus Groups• Surveys– Intercept Surveyswww.CleanEnergyResourceTeams.or...
Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4P...
Develop Strategy• Behavior change toolsthat alter barriers &benefits:– Attitudes– Branding– Commitment– Communication– Con...
Family Energy Face-Offwww.CleanEnergyResourceTeams.org
Family Energy Face-Offwww.CleanEnergyResourceTeams.orgSocial Norming
Family Energy Face-Offwww.CleanEnergyResourceTeams.orgSocial NormingSocial Norming
Family Energy Face-Offwww.CleanEnergyResourceTeams.orgOther Action Lists for:– Cooling– Heating– Overall Home Energy Use– ...
Family Energy Face-Offwww.CleanEnergyResourceTeams.orgGoal Setting
Make A Splashwww.CleanEnergyResourceTeams.org
Make A Splashwww.CleanEnergyResourceTeams.orgIncentive
Make A Splashwww.CleanEnergyResourceTeams.orgIncentiveSocial Norming
Make A Splashwww.CleanEnergyResourceTeams.orgIncentiveEducationSocial Norming
Make A Splashwww.CleanEnergyResourceTeams.orgEducation Social Norming
Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4P...
Pilot Campaign• Test campaign on a portion of anticipated full audience– Evaluate against a control group• Do not proceed ...
Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4P...
Campaign Implementation• Do not stray from successful pilot• Evaluate with metrics:– behavior change → participants, actio...
Campaign Development… a process within a process …www.CleanEnergyResourceTeams.orgStaff Skill Set& InterestsTechnicalEffec...
Engaging on Sustainability• Encourage engagement from various levels:– Keep people informed of top-down decisions– Receive...
Engaging on Sustainability• Welcome engagement at various level and throughvarious approaches– Action-oriented – waste aud...
For More Informationwww.CleanEnergyResourceTeams.orgAlexis TroschinetzBehavior Change &Metrics Coordinatoratroschi@umn.edu...
Office Energy Savings“Engineered”• Lighting Inventory• Switched coffee andwater service• 7-day timers on selectequipment /...
Office Energy SavingsTurtle Tank• 660 W bulb 24/7• 20% of all lightingenergy use• Switched to a 16 Wwarming pad• Reduced u...
Office Energy SavingsBehavior• Unplug/turn off equipment between uses:– Large infrequently used printer– Shredder– Binder–...
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Behavior Based Energy Efficiency: From Theory to Action, by Alexis Troschinetz

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Behavior Based Energy Efficiency: From Theory to Action, by Alexis Troschinetz

  1. 1. Behavior-BasedEnergy Efficiency:From Theory into ActionAlexis TroschinetzBehavior Change & Metrics CoordinatorClean Energy Resource TeamsJune 12, 2013Class 5 Peer Exchange
  2. 2. Presentation Outline• What is CERTs?• Behavior Change Science• CERTified Campaigns• Campaign Development• Engaging on Sustainabilitywww.CleanEnergyResourceTeams.org
  3. 3. CERTs MissionConnecting you and yourcommunity to the resourcesyou need to identify andimplement community-basedclean energy projectswww.CleanEnergyResourceTeams.org
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. Campaignswww.CleanEnergyResourceTeams.org
  9. 9. • 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
  10. 10. Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4PilotCampaign5BroadlyImplement& EvaluateCampaignBased on Community-Based Social Marketing
  11. 11. Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4PilotCampaign5BroadlyImplement& EvaluateCampaignIf a reasonable strategy cannot becreated for a given behavior, thena new behavior shouldbe considered.
  12. 12. Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4PilotCampaign5BroadlyImplement& EvaluateCampaignIf pilot campaign fails, then itwill not be successfulat a wide-scale.
  13. 13. Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4PilotCampaign5BroadlyImplement& EvaluateCampaign
  14. 14. Select Behavior & Audience• One-time v. repeat• End-state• Non-divisible• Identify target audience(s)www.CleanEnergyResourceTeams.orgTechnicalEffectivenessImpactProbabilityPenetration
  15. 15. 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
  16. 16. Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4PilotCampaign5BroadlyImplement& EvaluateCampaign
  17. 17. 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?
  18. 18. Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4PilotCampaign5BroadlyImplement& EvaluateCampaign
  19. 19. Develop Strategy• Behavior change toolsthat alter barriers &benefits:– Attitudes– Branding– Commitment– Communication– Convenience– Education– Feedback– Framing– Goal Setting– Incentives– Norms– Prompts– Social Diffusionwww.CleanEnergyResourceTeams.org
  20. 20. Family Energy Face-Offwww.CleanEnergyResourceTeams.org
  21. 21. Family Energy Face-Offwww.CleanEnergyResourceTeams.orgSocial Norming
  22. 22. Family Energy Face-Offwww.CleanEnergyResourceTeams.orgSocial NormingSocial Norming
  23. 23. Family Energy Face-Offwww.CleanEnergyResourceTeams.orgOther Action Lists for:– Cooling– Heating– Overall Home Energy Use– Transportation– Reducing Waste– Water ConservationEducation
  24. 24. Family Energy Face-Offwww.CleanEnergyResourceTeams.orgGoal Setting
  25. 25. Make A Splashwww.CleanEnergyResourceTeams.org
  26. 26. Make A Splashwww.CleanEnergyResourceTeams.orgIncentive
  27. 27. Make A Splashwww.CleanEnergyResourceTeams.orgIncentiveSocial Norming
  28. 28. Make A Splashwww.CleanEnergyResourceTeams.orgIncentiveEducationSocial Norming
  29. 29. Make A Splashwww.CleanEnergyResourceTeams.orgEducation Social Norming
  30. 30. Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4PilotCampaign5BroadlyImplement& EvaluateCampaign
  31. 31. 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
  32. 32. Campaign Developmentwww.CleanEnergyResourceTeams.org1SelectBehavior &Audience2IdentifyBarriers &Benefits3DevelopStrategy4PilotCampaign5BroadlyImplement& EvaluateCampaign
  33. 33. 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
  34. 34. Campaign Development… a process within a process …www.CleanEnergyResourceTeams.orgStaff Skill Set& InterestsTechnicalEffectivenessImpactProbabilityPenetrationCERTsMission / StrategyAlignmentTechnicalEffectiveness
  35. 35. 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 
  36. 36. 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
  37. 37. For More Informationwww.CleanEnergyResourceTeams.orgAlexis TroschinetzBehavior Change &Metrics Coordinatoratroschi@umn.edu612-626-0455
  38. 38. 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
  39. 39. 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%
  40. 40. 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

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