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First Irish Task 24 

Behaviour Changer Workshop
Phase 2: Behaviour Change in DSM – Helping the Behaviour Changers
Dr Sea ...
For more information, visit www.ieadsm.org
Why are you here?
For more information, visit www.ieadsm.org
Why are you here?
For more information, visit www.ieadsm.org
Why are you here?
For more information, visit www.ieadsm.org
Why are you here?
For more information, visit www.ieadsm.org
Why are you here?
For more information, visit www.ieadsm.org
Why are you here?
For more information, visit www.ieadsm.org
Why are you here?
For more information, visit www.ieadsm.org
Who is Dr Sea?
For more information, visit www.ieadsm.org
Who is Dr Sea?
For more information, visit www.ieadsm.org
Who is Dr Sea?
For more information, visit www.ieadsm.org
Who is Dr Sea?
For more information, visit www.ieadsm.org
Why am I here?
For more information, visit www.ieadsm.org
Why am I here?
What is Task 24?
For more information, visit www.ieadsm.org
Why am I here?
What is Task 24?
• Reputable: International Energy Agency
For more information, visit www.ieadsm.org
Why am I here?
What is Task 24?
• Reputable: International Energy Agency
• Glob...
For more information, visit www.ieadsm.org
Why am I here?
What is Task 24?
• Reputable: International Energy Agency
• Glob...
For more information, visit www.ieadsm.org
Why am I here?
What is Task 24?
• Reputable: International Energy Agency
• Glob...
For more information, visit www.ieadsm.org
Why am I here?
What is Task 24?
• Reputable: International Energy Agency
• Glob...
For more information, visit www.ieadsm.org
Why am I here?
What is Task 24?
• Reputable: International Energy Agency
• Glob...
For more information, visit www.ieadsm.org
Why am I here?
What is Task 24?
• Reputable: International Energy Agency
• Glob...
For more information, visit www.ieadsm.org
Our audience: Behaviour Changers
For more information, visit www.ieadsm.org
Our audience: Behaviour Changers
Government
For more information, visit www.ieadsm.org
Our audience: Behaviour Changers
Government
Industry
For more information, visit www.ieadsm.org
Our audience: Behaviour Changers
Government
Industry
Researchers
For more information, visit www.ieadsm.org
Our audience: Behaviour Changers
Government
Industry
Researchers
The Third Sect...
For more information, visit www.ieadsm.org
Our audience: Behaviour Changers
Government
Industry
Researchers
The Third Sect...
For more information, visit www.ieadsm.org
Agenda
• Introduction of Task 24 and ‘Behaviour Change 101’
• SEAI on backgroun...
IEA DSM Task 24

Phase I
Closing the Loop – Behaviour Change in DSM: From Theory to
Practice
For more information, visit www.ieadsm.org
What is an IEA Implementing Agreement and a Task?
For more information, visit www.ieadsm.org
What is an IEA Implementing Agreement and a Task?
For more information, visit www.ieadsm.org
What is an IEA Implementing Agreement and a Task?
For more information, visit www.ieadsm.org
What is an IEA Implementing Agreement and a Task?
For more information, visit www.ieadsm.org
What is an IEA Implementing Agreement and a Task?
17 countries/
sponsors
26 Res...
For more information, visit www.ieadsm.org
What is an IEA Implementing Agreement and a Task?
17 countries/
sponsors
26 Res...
For more information, visit www.ieadsm.org
Some numbers of Task 24 – Phase I
• July 2012 – April 2015
• 8 participating co...
For more information, visit www.ieadsm.org
Subtasks of Task 24
5 – Social network and expert platform
1 –
Helicopter
view ...
For more information, visit www.ieadsm.org
The Story of Task 24
http://vimeo.com/54915316
For more information, visit www.ieadsm.org
The Story of Task 24
http://vimeo.com/54915316
For more information, visit www.ieadsm.org
The Story of Task 24
http://vimeo.com/54915316
For more information, visit www.ieadsm.org
What is behaviour (in Task 24)?
Energy behaviour refers to all human actions th...
For more information, visit www.ieadsm.org
What is behaviour (in Task 24)?
Energy behaviour refers to all human actions th...
For more information, visit www.ieadsm.org
Subtask 1 – What is behaviour?
persistence
“unfrozen”
half-yearlyyearly
Conscio...
For more information, visit www.ieadsm.org
Subtask 1 – The ‘Monster’ and its Wiki
For more information, visit www.ieadsm.org
Subtask 1 – More definitions
Models of behaviour help us to understand specific...
For more information, visit www.ieadsm.org
Subtask 1 –

Models of Understanding Behaviour – some caution
✓ Models are conc...
For more information, visit www.ieadsm.org
Subtask 1 –

Looking at different models of understanding behaviour
For more information, visit www.ieadsm.org
Subtask 1 –

Looking at different models of understanding behaviour
For more information, visit www.ieadsm.org
Subtask 1 – Main models of understanding behaviour
INDIVIDUALISTIC (A-B-C Model...
For more information, visit www.ieadsm.org
Subtask 1 – Main models of understanding behaviour
SOCIALLY-ORIENTED MODELS
The...
For more information, visit www.ieadsm.org
Subtask 1 – Theories of Change
✓ Central to many concepts of change is the merg...
For more information, visit www.ieadsm.org
Subtask 1 – Theories of Change – Changing habits
✓ Unfreezing/Refreezing
✓ Vigi...
For more information, visit www.ieadsm.org
Subtask 1 – Theories of Change – Changing habits
✓ Unfreezing/Refreezing
✓ Vigi...
For more information, visit www.ieadsm.org
Subtask 1 – Theories of Change – Changing habits
✓ Unfreezing/Refreezing
✓ Vigi...
For more information, visit www.ieadsm.org
Subtask 1 – Theories of Change – Changing habits
✓ Unfreezing/Refreezing
✓ Vigi...
For more information, visit www.ieadsm.org
Subtask 1 – Comparison between individual and social
approaches
Darnton, A, Ver...
For more information, visit www.ieadsm.org
Subtask 1 – Comparison between individual and social
approaches – Pros and Cons...
For more information, visit www.ieadsm.org
The Story of Task 24
For more information, visit www.ieadsm.org
The Story of Task 24
For more information, visit www.ieadsm.org
Language can be a problem!
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Language can be a problem!
For more information, visit www.ieadsm.org
That was our Eureka! 

moment
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What is storytelling?
‘Storytelling’ is the construction of a
desirable future ...
For more information, visit www.ieadsm.org
Stories are:
• Universal
• Help us process information
• Providing multiple per...
For more information, visit www.ieadsm.org
The art and scientific methodology of storytelling
Narratives = social science ...
Stories are powerful because they transport us
into other people’s worlds but, in doing that, they
change the way our brai...
YOUTUBE: https://www.youtube.com/watch?
v=wbe83S8FfO0&list=UU_p3PlWDpLyDBh8TwUBmVHQ
We’re all expert story tellers
For more information, visit www.ieadsm.org
Understanding country contexts in form of stories
For more information, visit www.ieadsm.org
Subtask 1 – Some ‘Monster’ findings
Each of the domains of Task 24 also had som...
For more information, visit www.ieadsm.org
Subtask 1 – Some ‘Monster’ findings
Each of the domains also had some highlight...
For more information, visit www.ieadsm.org
Subtask 1 – Sustainable Järva (Building Retrofits)
For more information, visit www.ieadsm.org
Subtask 1 – Sustainable Järva (Building Retrofits)
Once upon a time… there were...
For more information, visit www.ieadsm.org
Subtask 1 – Main differences between disciplines
The programmes based (explicit...
For more information, visit www.ieadsm.org
Subtask 1 – Main differences between disciplines
Social marketing, or insights ...
www.ieadsm.org
The story of neoclassical economics in building retrofits
www.ieadsm.org
The story of neoclassical economics in building retrofits
Money makes the world go round!
www.ieadsm.org
The story of neoclassical economics in building retrofits
Money makes the world go round!
You need to chang...
www.ieadsm.org
The story of neoclassical economics in building retrofits
Money makes the world go round!
You need to chang...
www.ieadsm.org
The story of neoclassical economics in building retrofits
Money makes the world go round!
You need to chang...
www.ieadsm.org
The story of neoclassical economics in building retrofits
Money makes the world go round!
You need to chang...
www.ieadsm.org
The story of neoclassical economics in building retrofits
Money makes the world go round!
You need to chang...
www.ieadsm.org
The story of neoclassical economics in building retrofits
Money makes the world go round!
You need to chang...
www.ieadsm.org
The story of neoclassical economics in building retrofits
Money makes the world go round!
You need to chang...
www.ieadsm.org
The story of neoclassical economics in building retrofits
Money makes the world go round!
You need to chang...
www.ieadsm.org
The story of neoclassical economics in building retrofits
Money makes the world go round!
You need to chang...
www.ieadsm.org
The story of neoclassical economics in building retrofits
Money makes the world go round!
You need to chang...
www.ieadsm.org
The story of neoclassical economics in building retrofits
Money makes the world go round!
You need to chang...
www.ieadsm.org
The story of neoclassical economics in building retrofits
Money makes the world go round!
You need to chang...
www.ieadsm.org
The story of systemic approaches in building retrofits
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
We will co-c...
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
We will co-c...
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
We will co-c...
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
We will co-c...
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
We will co-c...
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
We will co-c...
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
We will co-c...
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
We will co-c...
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
We will co-c...
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
We will co-c...
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
We will co-c...
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
We will co-c...
www.ieadsm.org
The story of systemic approaches in building retrofits
Together we’ll make the world go round!
We will co-c...
For more information, visit www.ieadsm.org
The pros and cons of each approach
• They do well with what they intend to do a...
*See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summe...
*See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summe...
*See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summe...
*See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summe...
*See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summe...
*See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summe...
*See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summe...
www.ieadsm.org
Examples of a love and a horror story in Building Retrofits
www.ieadsm.org
The New Zealand love story with insulation
Once upon a time... there was a beautiful country called New Zea...
www.ieadsm.org
The New Zealand love story with insulation
Once upon a time... there was a beautiful country called New Zea...
www.ieadsm.org
The New Zealand love story with insulation
Once upon a time... there was a beautiful country called New Zea...
www.ieadsm.org
The New Zealand love story with insulation
Once upon a time... there was a beautiful country called New Zea...
www.ieadsm.org
The New Zealand love story with insulation
Once upon a time... there was a beautiful country called New Zea...
www.ieadsm.org
The New Zealand love story with insulation
Once upon a time... there was a beautiful country called New Zea...
www.ieadsm.org
The Great Australian horror story of insulation
www.ieadsm.org
The Great Australian horror story of insulation
www.ieadsm.org
The Great Australian horror story of insulation
www.ieadsm.org
The Great Australian horror story of insulation
For more information, visit www.ieadsm.org
So… what’s the moral of the story of Task 24?
• There is no silver bullet anywh...
IEA DSM Task 24 

Phase II
Helping the Behaviour Changers
Task 24 – Phase I and II

Objective in a tweet (or two)
The overarching impact of this Task is to provide a helicopter
ove...
Task 24 – Phase II

How it all fits together
What?
Subtask 6
‘The Issues’
Who?
Subtask 7
‘The People’
How?
Subtask 8
‘The ...
For more information, visit www.ieadsm.org
Task 24 Phase II

The Energy System





How does it look like
now?
For more information, visit www.ieadsm.org
The way we currently look at the Energy System
For more information, visit www.ieadsm.org
Another way we could look at the Energy System
For more information, visit www.ieadsm.org
The end user need for a service
For more information, visit www.ieadsm.org
The end user need for a service
Personal comfort
For more information, visit www.ieadsm.org
The end user’s behavioural response
For more information, visit www.ieadsm.org
The end user’s behavioural response
Technology
For more information, visit www.ieadsm.org
The end user’s wider context
54
For more information, visit www.ieadsm.org
The end user’s wider context
54
Cultural norms
For more information, visit www.ieadsm.org
The end user’s wider context
54
Cultural norms
Geography/
Climate
For more information, visit www.ieadsm.org
The end user’s wider context
54
Cultural norms
Geography/
Climate
For more information, visit www.ieadsm.org
The end user’s wider context
54
Cultural norms
Geography/
Climate
For more information, visit www.ieadsm.org
The end user’s wider context
54
Cultural norms
Geography/
ClimateBuilding stock
For more information, visit www.ieadsm.org
The end user’s wider context
54
Cultural norms
Geography/
ClimateBuilding stock
For more information, visit www.ieadsm.org
The end user’s wider context
54
Cultural norms
Geography/
ClimateBuilding stock
For more information, visit www.ieadsm.org
The end user’s wider context
54
Cultural norms
Infrastructure
Geography/
Climat...
For more information, visit www.ieadsm.org
The end user’s wider context
54
Cultural norms
Infrastructure
Geography/
Climat...
For more information, visit www.ieadsm.org
The national context
For more information, visit www.ieadsm.org
The national context
Transmission & Distribution
For more information, visit www.ieadsm.org
The national context
Transmission & Distribution
Peak load issues
For more information, visit www.ieadsm.org
The national response
For more information, visit www.ieadsm.org
The national response
Energy supply
For more information, visit www.ieadsm.org
Why is this system view circular?
For more information, visit www.ieadsm.org
Why is this system view circular?
Feedback
For more information, visit www.ieadsm.org
Task 24 view of the Energy System
We pose that the Energy System begins
and end...
For more information, visit www.ieadsm.org
Task 24 Phase II

Subtask 6 – Understanding the
Behaviour Changers’ Practices a...
For more information, visit www.ieadsm.org
What are the Top DSM Issues here?
Top DSM Issues:
• Is there a national list of...
For more information, visit www.ieadsm.org
What are your top energy efficiency/conservation Issues?
• Technology: Smart me...
What are the potentials, risks and (multiple) benefits for the

Top DSM Issues?
Technical
potential
Economic
Potential
Soc...
What are the potentials, risks and (multiple) benefits for the

Top DSM Issues?
Technical
potential
Economic
Potential
Soc...
Multiple
Benefits?
What are the potentials, risks and (multiple) benefits for the

Top DSM Issues?
Technical
potential
Eco...
For more information, visit www.ieadsm.org
Who is the End User whose behaviour we are trying to change?
For more information, visit www.ieadsm.org
Who is the End User whose behaviour we are trying to change?
Tenants? In single...
For more information, visit www.ieadsm.org
What behaviour are we actually trying to change?
For more information, visit www.ieadsm.org
What behaviour are we actually trying to change?
Home owners: Install PV, learn...
For more information, visit www.ieadsm.org
Task 24 Phase II

Subtask 7 - The Behaviour Changer
Framework “The People”



A...
For more information, visit www.ieadsm.org
A model for collaboration
Collective impact = the commitment of a group of impo...
For more information, visit www.ieadsm.org
Who are the RIGHT Behaviour Changers to collaborate on our
issue/behaviour?
Gov...
For more information, visit www.ieadsm.org
For more information, visit www.ieadsm.org
For more information, visit www.ieadsm.org
For more information, visit www.ieadsm.org
For more information, visit www.ieadsm.org
Storytelling spine
Tell your (organisation’s) story:
How will this intervention...
For more information, visit www.ieadsm.org
Storytelling spine
What is our common goal/story?
For more information, visit www.ieadsm.org
Next steps: Intervention Design







What does the End User need to do/change...
For more information, visit www.ieadsm.org
Feedback and Evaluation Forms
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1st Irish Task 24 Behaviour Changer Workshop

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Held in Dublin, April 8, 2016.

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1st Irish Task 24 Behaviour Changer Workshop

  1. 1. First Irish Task 24 
 Behaviour Changer Workshop Phase 2: Behaviour Change in DSM – Helping the Behaviour Changers Dr Sea Rotmann, Operating Agent Dublin, April 8, 2016
  2. 2. For more information, visit www.ieadsm.org Why are you here?
  3. 3. For more information, visit www.ieadsm.org Why are you here?
  4. 4. For more information, visit www.ieadsm.org Why are you here?
  5. 5. For more information, visit www.ieadsm.org Why are you here?
  6. 6. For more information, visit www.ieadsm.org Why are you here?
  7. 7. For more information, visit www.ieadsm.org Why are you here?
  8. 8. For more information, visit www.ieadsm.org Why are you here?
  9. 9. For more information, visit www.ieadsm.org Who is Dr Sea?
  10. 10. For more information, visit www.ieadsm.org Who is Dr Sea?
  11. 11. For more information, visit www.ieadsm.org Who is Dr Sea?
  12. 12. For more information, visit www.ieadsm.org Who is Dr Sea?
  13. 13. For more information, visit www.ieadsm.org Why am I here?
  14. 14. For more information, visit www.ieadsm.org Why am I here? What is Task 24?
  15. 15. For more information, visit www.ieadsm.org Why am I here? What is Task 24? • Reputable: International Energy Agency
  16. 16. For more information, visit www.ieadsm.org Why am I here? What is Task 24? • Reputable: International Energy Agency • Global: 1st global research task on behaviour
  17. 17. For more information, visit www.ieadsm.org Why am I here? What is Task 24? • Reputable: International Energy Agency • Global: 1st global research task on behaviour • Holistic: all fuels, sectors and domains
  18. 18. For more information, visit www.ieadsm.org Why am I here? What is Task 24? • Reputable: International Energy Agency • Global: 1st global research task on behaviour • Holistic: all fuels, sectors and domains • All-encompassing: Truly inter- and multi-disciplinary
  19. 19. For more information, visit www.ieadsm.org Why am I here? What is Task 24? • Reputable: International Energy Agency • Global: 1st global research task on behaviour • Holistic: all fuels, sectors and domains • All-encompassing: Truly inter- and multi-disciplinary • Collaborative: marrying top-down with bottom-up
  20. 20. For more information, visit www.ieadsm.org Why am I here? What is Task 24? • Reputable: International Energy Agency • Global: 1st global research task on behaviour • Holistic: all fuels, sectors and domains • All-encompassing: Truly inter- and multi-disciplinary • Collaborative: marrying top-down with bottom-up • Practical: Bringing theory into real-life interventions
  21. 21. For more information, visit www.ieadsm.org Why am I here? What is Task 24? • Reputable: International Energy Agency • Global: 1st global research task on behaviour • Holistic: all fuels, sectors and domains • All-encompassing: Truly inter- and multi-disciplinary • Collaborative: marrying top-down with bottom-up • Practical: Bringing theory into real-life interventions • Creative and fun: uses storytelling, social media, cartoons, films etc
  22. 22. For more information, visit www.ieadsm.org Our audience: Behaviour Changers
  23. 23. For more information, visit www.ieadsm.org Our audience: Behaviour Changers Government
  24. 24. For more information, visit www.ieadsm.org Our audience: Behaviour Changers Government Industry
  25. 25. For more information, visit www.ieadsm.org Our audience: Behaviour Changers Government Industry Researchers
  26. 26. For more information, visit www.ieadsm.org Our audience: Behaviour Changers Government Industry Researchers The Third Sector
  27. 27. For more information, visit www.ieadsm.org Our audience: Behaviour Changers Government Industry Researchers The Third Sector Intermediaries
  28. 28. For more information, visit www.ieadsm.org Agenda • Introduction of Task 24 and ‘Behaviour Change 101’ • SEAI on background of residential EE initiatives in Ireland • UK Experts’ insights on residential split incentive issues • Issues definition and top issue – including multiple benefits for all BCs • Do the Behaviour Changer Framework, starting with the end user • Storytelling spine – write and tell your story of what this will look like • Overarching story, common goal? • Collect feedback, evaluation forms
  29. 29. IEA DSM Task 24
 Phase I Closing the Loop – Behaviour Change in DSM: From Theory to Practice
  30. 30. For more information, visit www.ieadsm.org What is an IEA Implementing Agreement and a Task?
  31. 31. For more information, visit www.ieadsm.org What is an IEA Implementing Agreement and a Task?
  32. 32. For more information, visit www.ieadsm.org What is an IEA Implementing Agreement and a Task?
  33. 33. For more information, visit www.ieadsm.org What is an IEA Implementing Agreement and a Task?
  34. 34. For more information, visit www.ieadsm.org What is an IEA Implementing Agreement and a Task? 17 countries/ sponsors 26 Research Tasks 5 current Tasks
  35. 35. For more information, visit www.ieadsm.org What is an IEA Implementing Agreement and a Task? 17 countries/ sponsors 26 Research Tasks 5 current Tasks
  36. 36. For more information, visit www.ieadsm.org Some numbers of Task 24 – Phase I • July 2012 – April 2015 • 8 participating countries • 9 in-kind countries • >235 behaviour change and DSM experts from 21 countries • 20 successful expert workshops • >145 videos and presentations • Over 45 publications – reports, papers, articles… • Almost 60 case studies from 16 countries in a Wiki • www.ieadsm.org/task/task-24-phase-1/
  37. 37. For more information, visit www.ieadsm.org Subtasks of Task 24 5 – Social network and expert platform 1 – Helicopter view of models, frameworks, contexts and evaluation metrics 2 – In-depth case study analysis 3 – Evaluation Tool for different stakeholders 4 – Country- specific to do’s and not to do’s, guidelines and recommenda tions
  38. 38. For more information, visit www.ieadsm.org The Story of Task 24 http://vimeo.com/54915316
  39. 39. For more information, visit www.ieadsm.org The Story of Task 24 http://vimeo.com/54915316
  40. 40. For more information, visit www.ieadsm.org The Story of Task 24 http://vimeo.com/54915316
  41. 41. For more information, visit www.ieadsm.org What is behaviour (in Task 24)? Energy behaviour refers to all human actions that affect the way that fuels (electricity, gas, petroleum, coal, etc) are used to achieve desired services, including the acquisition or disposal of energy-related technologies and materials, the ways in which these are used, and the mental processes that relate to these actions. Behaviour Change in the context of this Task thus refers to any changes in said human actions which were directly or indirectly influenced by a variety of interventions (e.g. legislation, regulation, incentives, subsidies, information campaigns, peer pressure etc.) aimed at fulfilling specific behaviour change outcomes. These outcomes can include any changes in energy efficiency, total energy consumption, energy technology uptake or demand management but should be identified and specified by the Behaviour Changer designing the intervention for the purpose of outcome evaluation.
  42. 42. For more information, visit www.ieadsm.org What is behaviour (in Task 24)? Energy behaviour refers to all human actions that affect the way that fuels (electricity, gas, petroleum, coal, etc) are used to achieve desired services, including the acquisition or disposal of energy-related technologies and materials, the ways in which these are used, and the mental processes that relate to these actions. Behaviour Change in the context of this Task thus refers to any changes in said human actions which were directly or indirectly influenced by a variety of interventions (e.g. legislation, regulation, incentives, subsidies, information campaigns, peer pressure etc.) aimed at fulfilling specific behaviour change outcomes. These outcomes can include any changes in energy efficiency, total energy consumption, energy technology uptake or demand management but should be identified and specified by the Behaviour Changer designing the intervention for the purpose of outcome evaluation. BEHAVIOUR IS EVERYTHING!
  43. 43. For more information, visit www.ieadsm.org Subtask 1 – What is behaviour? persistence “unfrozen” half-yearlyyearly Conscious, or well-considered action Once in a lifetime Active information-seeking monthlyrarely Little information-seeking Hardly thinking – taking action Habitualised routinesOnce-off “frozen” consciousness frequency weekly daily cookinggroceriesholidayingChoosing energy supplier Buying a carBuying a house
  44. 44. For more information, visit www.ieadsm.org Subtask 1 – The ‘Monster’ and its Wiki
  45. 45. For more information, visit www.ieadsm.org Subtask 1 – More definitions Models of behaviour help us to understand specific behaviours, by identifying the underlying factors which influence them. There are individualistic models and social models. By contrast, theories of change show how behaviours change over time, and how they can be changed. Behavioural theory is diagnostic, and change theory is more pragmatic. Both are important to understand when designing interventions!
  46. 46. For more information, visit www.ieadsm.org Subtask 1 –
 Models of Understanding Behaviour – some caution ✓ Models are concepts, not representations of behaviour ✓ Behaviour is complex, models are deliberately simple ✓ There is a limit to how far models will stretch ✓ Models don’t tend to differentiate between people ✓ Attitudes/awareness don’t always precede behaviour ✓ Factors are not barriers
  47. 47. For more information, visit www.ieadsm.org Subtask 1 –
 Looking at different models of understanding behaviour
  48. 48. For more information, visit www.ieadsm.org Subtask 1 –
 Looking at different models of understanding behaviour
  49. 49. For more information, visit www.ieadsm.org Subtask 1 – Main models of understanding behaviour INDIVIDUALISTIC (A-B-C Models)
  50. 50. For more information, visit www.ieadsm.org Subtask 1 – Main models of understanding behaviour SOCIALLY-ORIENTED MODELS Theories of Consumption as Social Practices (Practice Theory)
  51. 51. For more information, visit www.ieadsm.org Subtask 1 – Theories of Change ✓ Central to many concepts of change is the merging of theory and practice ✓ Applied approaches: Social Marketing, Intervention Mapping, Defra’s 4E Model…
  52. 52. For more information, visit www.ieadsm.org Subtask 1 – Theories of Change – Changing habits ✓ Unfreezing/Refreezing ✓ Vigilant Monitoring ✓ Implementation Intentions
  53. 53. For more information, visit www.ieadsm.org Subtask 1 – Theories of Change – Changing habits ✓ Unfreezing/Refreezing ✓ Vigilant Monitoring ✓ Implementation Intentions ➔But: Individuals only, they need to be pre-motivated, it needs to be done quickly and intensely and they may not be easily scalable
  54. 54. For more information, visit www.ieadsm.org Subtask 1 – Theories of Change – Changing habits ✓ Unfreezing/Refreezing ✓ Vigilant Monitoring ✓ Implementation Intentions ➔But: Individuals only, they need to be pre-motivated, it needs to be done quickly and intensely and they may not be easily scalable ✓ MOMENTS OF CHANGE!
  55. 55. For more information, visit www.ieadsm.org Subtask 1 – Theories of Change – Changing habits ✓ Unfreezing/Refreezing ✓ Vigilant Monitoring ✓ Implementation Intentions ➔But: Individuals only, they need to be pre-motivated, it needs to be done quickly and intensely and they may not be easily scalable ✓ MOMENTS OF CHANGE!
  56. 56. For more information, visit www.ieadsm.org Subtask 1 – Comparison between individual and social approaches Darnton, A, Verplanken, B, White, P and Whitmarsh, L (2011). Habits, Routines and Sustainable Lifestyles: A summary report to the Department for Environment, Food and Rural Affairs. AD Research & Analysis for Defra, London.
  57. 57. For more information, visit www.ieadsm.org Subtask 1 – Comparison between individual and social approaches – Pros and Cons of each Individual Models Social Models Pros Cons Pros Cons Some have understanding of dual process of cognition Easy to follow A+B+C= behaviour change Can look at various (mostly influencing) contexts affecting individuals Known and tested Very powerful with segmentation and bottom- up tailoring Scale-ability Inclusivity Breadth of Scope Causal relationship hard to determine Not shown to be that effective, especially if based on intentions More complex models hard to use Takes systemic approach thus easily scaled up If you change a practice, it can be a global change Looped, re-enforcing Influencing and contextual factors Fosters collaboration among all sectors More realistic? Too complex to understand Dependent on many elements to work together Frustrating if right collaboration can’t be fostered Hard to put into practice May only speed up change
  58. 58. For more information, visit www.ieadsm.org The Story of Task 24
  59. 59. For more information, visit www.ieadsm.org The Story of Task 24
  60. 60. For more information, visit www.ieadsm.org Language can be a problem!
  61. 61. For more information, visit www.ieadsm.org Language can be a problem!
  62. 62. For more information, visit www.ieadsm.org That was our Eureka! 
 moment
  63. 63. For more information, visit www.ieadsm.org What is storytelling? ‘Storytelling’ is the construction of a desirable future based on a narrative of past events, with a plot that expresses some causal relationship To read more: Rotmann et al (2015). Once Upon a Time… How to tell an energy efficiency story that ‘sticks’. ECEEE Summer study proceedings
  64. 64. For more information, visit www.ieadsm.org Stories are: • Universal • Help us process information • Providing multiple perspectives • Subjective, not one truth • Aid recall • Shape identity • Make connections
  65. 65. For more information, visit www.ieadsm.org The art and scientific methodology of storytelling Narratives = social science tool aimed at providing way to explore how big events (policies) impact on small scale (individuals) Allow for quick, practical and useful understanding of complexity of interconnected factors in behaviour research We all turn everything into a narrative in order to remember it
  66. 66. 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
  67. 67. YOUTUBE: https://www.youtube.com/watch? v=wbe83S8FfO0&list=UU_p3PlWDpLyDBh8TwUBmVHQ We’re all expert story tellers
  68. 68. For more information, visit www.ieadsm.org Understanding country contexts in form of stories
  69. 69. For more information, visit www.ieadsm.org Subtask 1 – Some ‘Monster’ findings Each of the domains of Task 24 also had some unique story lines, eg: ▪ Transport: driving is a very routine behaviour, with built-in capacity for adaptation/adoption to new cars/routes/traffic; ▪ Buildings: retrofitting-related behaviour deals with investment decisions at the planning stage where unappealing new behaviours can be quickly rejected or even result in cancelling a planned action. ▪ Smart metering: many cases demonstrate that this domain deals with an entirely new behaviour, presenting opportunities for impact through training and feedback but also almost no existing behavioural context to use as a starting point. ▪ SMEs: many of the behaviours that need to change require a lot of risk taking and senior leadership, with potentially big impacts on staff and productivity.
  70. 70. For more information, visit www.ieadsm.org Subtask 1 – Some ‘Monster’ findings Each of the domains also had some highlights, eg: ▪ Buildings: Warm Up NZ programme for its use of intermediaries and strong stakeholder engagement, as well as evaluation focus on health improvements as main metric and Swedish Sustainable Järva Project ▪ Transport: NZ Post’s Driver Behaviour Training for its use of trusted trainers and the Dutch Spitsmijden congestion avoidance pilot ▪ Smart metering: NOT working were time of use tariffs (NZ and Italy) and solely economic incentives (though NLs Jouw Energie Moment had a more systemic approach); the Swedish Energy AWARE Clock was a great example of using smart design in providing better feedback ▪ SMEs: EECA’s Crown Loan Subsidy was thought to be great once it learnt to use trusted intermediaries and shared learning. A good example of nudging was shown in the Belgian Build4Change case.
  71. 71. For more information, visit www.ieadsm.org Subtask 1 – Sustainable Järva (Building Retrofits)
  72. 72. For more information, visit www.ieadsm.org Subtask 1 – Sustainable Järva (Building Retrofits) Once upon a time… there were 6 neighbourhoods around the field of Järva that were in urgent need of improvement. They were constructed in the 60s as part of the 1million Home programme to tackle a growing housing deficit in urban areas in Sweden. They contained housing units for more than 60000 people, but times had changed a lot since then… Every day… People in the area were experiencing economic and social challenges. Many of the foreign residents were unemployed and struggling with the Swedish language, and youth was lacking good opportunities for education. The houses were terribly inefficient and the area in general did not work for the needs of its residents. Several investments had been undertaken but nothing worked and people felt no one was listening to them. But, one day… the City of Stockholm decided to improve the living conditions once and for all. But this time would be different, this time they realised that circumstances were radically different to the 60s and that, in order for upgrading the area successfully, they needed to involve the residents. From the beginning. Because of that… the Järva dialogue was initiated during the Fall 2009 and for one week 10000 residents left over 30000 opinions and suggestions how the area should be developed and improved. Based on their contribution a vision was formulated and measures were planned in 4 areas: 1) improved housing and urban environment, 2) everyday security, 3) better education and language teaching, 4) more jobs and entrepreneurship. But then… it was also realised that the area and the buildings had been constructed before the energy crisis without considering the environment, and thus the project Sustainable Järva was born to include an energy, environment and climate-focus to the vision. Until, finally… the dialogue with the residents continued and together with all stakeholders many great measures were planned to promote sustainable lifestyles, satisfaction and well-being. The ultimate goal with the project was to serve as a model for sustainable development. And, ever since then… the neighbourhoods around the field of Järva have become a place where people want to live, work and play. The end.
  73. 73. For more information, visit www.ieadsm.org Subtask 1 – Main differences between disciplines The programmes based (explicitly and implicitly) on economic theories usually translate into approaches that: - focus mainly or even solely on individuals - are mostly technocratic thus seem to be generating biggest benefits for the supply side, not the end user - regard individuals as instrumentally/economically rational creatures (‘Homo economicus’) - regard information deficits as an important cause of ‘non-rational’ behaviours - focus often on short and one-off financial incentives - focus on extrinsic motivations mainly (ie are dependent on the response they evoke from others) - do not normally tailor their approach to the individual characteristics - lack flexibility and room for engagement, co-creation and participation - monitor mainly quantitative aspects and work with calculated or modeled savings Behavioural economics-based approaches also include insights from social psychology, and for instance focus on the power of nudging people into different behaviours through their infrastructural, institutional or design environment.
  74. 74. For more information, visit www.ieadsm.org Subtask 1 – Main differences between disciplines Social marketing, or insights from psychology, sociology and collaborative learning and practice theory approaches are increasingly being used. These programmes are often cross-sectoral and use elements of theories and models in an eclectic manner. Very often, user engagement is central to the design. They do take account of the impact of the wider context and environment and social norms and are thus clearly based on a more systemic perspective/theory or model. They: - focus on collaboration and institutional capacity building - focus on building trust in market parties and information sources - target end user needs and multiple benefits - use multiple definitions of success - perform pre-scoping - allow for engagement and participation - allow for flexibility and iteration of programmes - focus on institutional change - focus on lifestyles - use the power of social norms
  75. 75. www.ieadsm.org The story of neoclassical economics in building retrofits
  76. 76. www.ieadsm.org The story of neoclassical economics in building retrofits Money makes the world go round!
  77. 77. www.ieadsm.org The story of neoclassical economics in building retrofits Money makes the world go round! You need to change your home’s energy use and we will help you pay (part of) its retrofitting
  78. 78. www.ieadsm.org The story of neoclassical economics in building retrofits Money makes the world go round! You need to change your home’s energy use and we will help you pay (part of) its retrofitting By the way, you need to pay up first and it might take a while before we pay you back, if ever
  79. 79. www.ieadsm.org The story of neoclassical economics in building retrofits Money makes the world go round! You need to change your home’s energy use and we will help you pay (part of) its retrofitting By the way, you need to pay up first and it might take a while before we pay you back, if ever The info we need from you will teach you all you need to know
  80. 80. www.ieadsm.org The story of neoclassical economics in building retrofits Money makes the world go round! You need to change your home’s energy use and we will help you pay (part of) its retrofitting By the way, you need to pay up first and it might take a while before we pay you back, if ever 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
  81. 81. www.ieadsm.org The story of neoclassical economics in building retrofits Money makes the world go round! You need to change your home’s energy use and we will help you pay (part of) its retrofitting By the way, you need to pay up first and it might take a while before we pay you back, if ever 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
  82. 82. www.ieadsm.org The story of neoclassical economics in building retrofits Money makes the world go round! You need to change your home’s energy use and we will help you pay (part of) its retrofitting By the way, you need to pay up first and it might take a while before we pay you back, if ever 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 If you don’t understand the technology just don’t touch the buttons!
  83. 83. www.ieadsm.org The story of neoclassical economics in building retrofits Money makes the world go round! You need to change your home’s energy use and we will help you pay (part of) its retrofitting By the way, you need to pay up first and it might take a while before we pay you back, if ever 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 If you don’t understand the technology just don’t touch the buttons! You will save money for a nice weekend in Marbella
  84. 84. www.ieadsm.org The story of neoclassical economics in building retrofits Money makes the world go round! You need to change your home’s energy use and we will help you pay (part of) its retrofitting By the way, you need to pay up first and it might take a while before we pay you back, if ever 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 If you don’t understand the technology just don’t touch the buttons! You will save money for a nice weekend in Marbella You only need to give us a bill from your installer, we probably won’t check how much energy you saved
  85. 85. www.ieadsm.org The story of neoclassical economics in building retrofits Money makes the world go round! You need to change your home’s energy use and we will help you pay (part of) its retrofitting By the way, you need to pay up first and it might take a while before we pay you back, if ever 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 If you don’t understand the technology just don’t touch the buttons! You will save money for a nice weekend in Marbella You only need to give us a bill from your installer, we probably won’t check how much energy you saved Neither will we tell you, you need to figure that out yourself
  86. 86. www.ieadsm.org The story of neoclassical economics in building retrofits Money makes the world go round! You need to change your home’s energy use and we will help you pay (part of) its retrofitting By the way, you need to pay up first and it might take a while before we pay you back, if ever 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 If you don’t understand the technology just don’t touch the buttons! You will save money for a nice weekend in Marbella You only need to give us a bill from your installer, we probably won’t check how much energy you saved Neither will we tell you, you need to figure that out yourself What counts for us is how many m2 we get insulated, how many homes we retrofitted or how much money has been spent against the budget.
  87. 87. www.ieadsm.org The story of neoclassical economics in building retrofits Money makes the world go round! You need to change your home’s energy use and we will help you pay (part of) its retrofitting By the way, you need to pay up first and it might take a while before we pay you back, if ever 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 If you don’t understand the technology just don’t touch the buttons! You will save money for a nice weekend in Marbella You only need to give us a bill from your installer, we probably won’t check how much energy you saved Neither will we tell you, you need to figure that out yourself What counts for us is how many m2 we get insulated, how many homes we retrofitted or how much money has been spent against the budget. We will do the number crunching, don’t worry, we don’t need to know what you actually saved, that’s what national models are for
  88. 88. www.ieadsm.org The story of neoclassical economics in building retrofits Money makes the world go round! You need to change your home’s energy use and we will help you pay (part of) its retrofitting By the way, you need to pay up first and it might take a while before we pay you back, if ever 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 If you don’t understand the technology just don’t touch the buttons! You will save money for a nice weekend in Marbella You only need to give us a bill from your installer, we probably won’t check how much energy you saved Neither will we tell you, you need to figure that out yourself What counts for us is how many m2 we get insulated, how many homes we retrofitted or how much money has been spent against the budget. We will do the number crunching, don’t worry, we don’t need to know what you actually saved, that’s what national models are for But if you do want to know how much energy you saved, buy a metering device!
  89. 89. www.ieadsm.org The story of systemic approaches in building retrofits
  90. 90. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round!
  91. 91. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round! We will co-create and co-design our interventions with you
  92. 92. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round! We will co-create and co-design our interventions with you You embody what we need to know and change: what you do, feel, learn…
  93. 93. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round! We will co-create and co-design our interventions with you You embody what we need to know and change: what you do, feel, learn… We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needs
  94. 94. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round! We will co-create and co-design our interventions with you You embody what we need to know and change: what you do, feel, learn… We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needs We will create a supportive material, institutional and social environment
  95. 95. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round! We will co-create and co-design our interventions with you You embody what we need to know and change: what you do, feel, learn… We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needs 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
  96. 96. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round! We will co-create and co-design our interventions with you You embody what we need to know and change: what you do, feel, learn… We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needs 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 Your life will change
  97. 97. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round! We will co-create and co-design our interventions with you You embody what we need to know and change: what you do, feel, learn… We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needs 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 Your life will change It’s all about us now, our grandchildren and their future we have in our hands
  98. 98. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round! We will co-create and co-design our interventions with you You embody what we need to know and change: what you do, feel, learn… We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needs 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 Your life will change It’s all about us now, our grandchildren and their future we have in our hands Quality matters, and we will keep learning and sharing those learnings with you
  99. 99. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round! We will co-create and co-design our interventions with you You embody what we need to know and change: what you do, feel, learn… We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needs 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 Your life will change It’s all about us now, our grandchildren and their future we have in our hands Quality matters, and we will keep learning and sharing those learnings with you If we need to be flexible, we will
  100. 100. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round! We will co-create and co-design our interventions with you You embody what we need to know and change: what you do, feel, learn… We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needs 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 Your life will change It’s all about us now, our grandchildren and their future we have in our hands Quality matters, and we will keep learning and sharing those learnings with you If we need to be flexible, we will This is only the start and your home is only the first step
  101. 101. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round! We will co-create and co-design our interventions with you You embody what we need to know and change: what you do, feel, learn… We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needs 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 Your life will change It’s all about us now, our grandchildren and their future we have in our hands Quality matters, and we will keep learning and sharing those learnings with you If we need to be flexible, we will This is only the start and your home is only the first step We will monitor, calculate and report on energy, money, health, welfare, comfort, wellbeing
  102. 102. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round! We will co-create and co-design our interventions with you You embody what we need to know and change: what you do, feel, learn… We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needs 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 Your life will change It’s all about us now, our grandchildren and their future we have in our hands Quality matters, and we will keep learning and sharing those learnings with you If we need to be flexible, we will This is only the start and your home is only 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)
  103. 103. www.ieadsm.org The story of systemic approaches in building retrofits Together we’ll make the world go round! We will co-create and co-design our interventions with you You embody what we need to know and change: what you do, feel, learn… We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needs 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 Your life will change It’s all about us now, our grandchildren and their future we have in our hands Quality matters, and we will keep learning and sharing those learnings with you If we need to be flexible, we will This is only the start and your home is only 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 all collectively want to!
  104. 104. For more information, visit www.ieadsm.org The pros and cons of each approach • They do well with what they intend to do and fit well within the current economic and political system and way of thinking • The programmes are relatively easy to evaluate in quantitative terms and often show good results • The (retrofitting) market can grow • Subsidies are often used up to the max • Many homes do get insulated • Behavioural economics does manage to nudge a certain percentage • Free riders upgrade their plans and retrofit more comprehensively • Sometimes even a new norm seems to be emerging… • These types of interventions are very complex with many partners who have different mandates, needs and restrictions • They cannot be driven by policy alone, need all levels collaborating • Not everyone wants to change everything or their lifestyle • Not everyone wants to engage but it is important to ensure that the naysayers are not becoming the over-riding voice • The flexibility of changing goals, aims and interrelatedness of issues etc makes it difficult to evaluate ➔ But people tend to like them much more! Economic approaches Systemic approaches
  105. 105. *See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summer Study Proceedings. Different energy efficiency stories
  106. 106. *See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summer Study Proceedings. Different energy efficiency stories
  107. 107. *See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summer Study Proceedings. Different energy efficiency stories
  108. 108. *See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summer Study Proceedings. Different energy efficiency stories
  109. 109. *See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summer Study Proceedings. Different energy efficiency stories
  110. 110. *See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summer Study Proceedings. Different energy efficiency stories
  111. 111. *See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summer Study Proceedings. Different energy efficiency stories
  112. 112. www.ieadsm.org Examples of a love and a horror story in Building Retrofits
  113. 113. www.ieadsm.org The New Zealand love story with insulation 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 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. The End.
  114. 114. www.ieadsm.org The New Zealand love story with insulation 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 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. The End.
  115. 115. www.ieadsm.org The New Zealand love story with insulation 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 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. The End.
  116. 116. www.ieadsm.org The New Zealand love story with insulation 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 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. The End.
  117. 117. www.ieadsm.org The New Zealand love story with insulation 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 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. The End.
  118. 118. www.ieadsm.org The New Zealand love story with insulation 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 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. The End.
  119. 119. www.ieadsm.org The Great Australian horror story of insulation
  120. 120. www.ieadsm.org The Great Australian horror story of insulation
  121. 121. www.ieadsm.org The Great Australian horror story of insulation
  122. 122. www.ieadsm.org The Great Australian horror story of insulation
  123. 123. For more information, visit www.ieadsm.org So… what’s the moral of the story of Task 24? • There is no silver bullet anywhere but the potential remains huge • Homo economicus doesn’t exist (in energy humans) • Habits are the most difficult thing to break, though it’s easiest during moments of change • There is no such thing as individual energy use • We need to look at whole-system, societal change • This can’t be done in isolation by one sector - collaboration is key • Everyone has a piece of the puzzle but we can’t see the whole picture yet • 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!
  124. 124. IEA DSM Task 24 
 Phase II Helping the Behaviour Changers
  125. 125. Task 24 – Phase I and II
 Objective in a tweet (or two) The overarching impact of this Task is to provide a helicopter overview of best practice approaches to behaviour change interventions and practical, tailored guidelines and tools of how to best design, implement, evaluate and disseminate them in real life.
  126. 126. Task 24 – Phase II
 How it all fits together What? Subtask 6 ‘The Issues’ Who? Subtask 7 ‘The People’ How? Subtask 8 ‘The Tools’ Why? Subtask 9 ‘The Measure’ So what? Subtask 10 ‘The Story’ Subtask 1 Subtask 2 Subtask 4 Subtask 5 Subtask 1 Subtask 4 Subtask 3 www.ieadsm.org/task/task-24-phase-2/
  127. 127. For more information, visit www.ieadsm.org Task 24 Phase II
 The Energy System
 
 
 How does it look like now?
  128. 128. For more information, visit www.ieadsm.org The way we currently look at the Energy System
  129. 129. For more information, visit www.ieadsm.org Another way we could look at the Energy System
  130. 130. For more information, visit www.ieadsm.org The end user need for a service
  131. 131. For more information, visit www.ieadsm.org The end user need for a service Personal comfort
  132. 132. For more information, visit www.ieadsm.org The end user’s behavioural response
  133. 133. For more information, visit www.ieadsm.org The end user’s behavioural response Technology
  134. 134. For more information, visit www.ieadsm.org The end user’s wider context 54
  135. 135. For more information, visit www.ieadsm.org The end user’s wider context 54 Cultural norms
  136. 136. For more information, visit www.ieadsm.org The end user’s wider context 54 Cultural norms Geography/ Climate
  137. 137. For more information, visit www.ieadsm.org The end user’s wider context 54 Cultural norms Geography/ Climate
  138. 138. For more information, visit www.ieadsm.org The end user’s wider context 54 Cultural norms Geography/ Climate
  139. 139. For more information, visit www.ieadsm.org The end user’s wider context 54 Cultural norms Geography/ ClimateBuilding stock
  140. 140. For more information, visit www.ieadsm.org The end user’s wider context 54 Cultural norms Geography/ ClimateBuilding stock
  141. 141. For more information, visit www.ieadsm.org The end user’s wider context 54 Cultural norms Geography/ ClimateBuilding stock
  142. 142. For more information, visit www.ieadsm.org The end user’s wider context 54 Cultural norms Infrastructure Geography/ ClimateBuilding stock
  143. 143. For more information, visit www.ieadsm.org The end user’s wider context 54 Cultural norms Infrastructure Geography/ ClimateBuilding stock Politics
  144. 144. For more information, visit www.ieadsm.org The national context
  145. 145. For more information, visit www.ieadsm.org The national context Transmission & Distribution
  146. 146. For more information, visit www.ieadsm.org The national context Transmission & Distribution Peak load issues
  147. 147. For more information, visit www.ieadsm.org The national response
  148. 148. For more information, visit www.ieadsm.org The national response Energy supply
  149. 149. For more information, visit www.ieadsm.org Why is this system view circular?
  150. 150. For more information, visit www.ieadsm.org Why is this system view circular? Feedback
  151. 151. For more information, visit www.ieadsm.org Task 24 view of the Energy System We pose that the Energy System begins and ends with the human need for the services derived from energy (warmth, comfort, entertainment, mobility, hygiene, safety etc) and that behavioural interventions using technology, market and business models and changes to supply and delivery of energy are the all-important means to that end.
  152. 152. For more information, visit www.ieadsm.org Task 24 Phase II
 Subtask 6 – Understanding the Behaviour Changers’ Practices and Priorities “The Issues”
 
 Deciding on the issues to focus on for each country
  153. 153. For more information, visit www.ieadsm.org What are the Top DSM Issues here? Top DSM Issues: • Is there a national list of DSM issues? • What are the biggest behavioural potentials? • What DSM policies and programmes are already tackling these issues and how? • What are their approximate contribution to the country’s load management (economic, technical, political and societal potentials)? • What are the risks and multiple benefits of each?
  154. 154. For more information, visit www.ieadsm.org What are your top energy efficiency/conservation Issues? • Technology: Smart meters/feedback? Appliances? Heating? Transport? • Behaviour: Investment or habitual behaviour? Split incentives? • Combination: Maintenance? Purchases? Prosumers? ➔Choose one for our exercise
  155. 155. What are the potentials, risks and (multiple) benefits for the
 Top DSM Issues? Technical potential Economic Potential Social Potential Political (actual) potential
  156. 156. What are the potentials, risks and (multiple) benefits for the
 Top DSM Issues? Technical potential Economic Potential Social Potential Political (actual) potential RISKS? RISKS? RISKS? RISKS?
  157. 157. Multiple Benefits? What are the potentials, risks and (multiple) benefits for the
 Top DSM Issues? Technical potential Economic Potential Social Potential Political (actual) potential RISKS? RISKS? RISKS? RISKS? Multiple Benefits? Multiple Benefits?
  158. 158. For more information, visit www.ieadsm.org Who is the End User whose behaviour we are trying to change?
  159. 159. For more information, visit www.ieadsm.org Who is the End User whose behaviour we are trying to change? Tenants? In single homes or apartment buildings? Home owners? (single or apartment)? Office workers in a large commercial building? Retail workers in smaller retail buildings? Landlords? Private or large-scale? Social housing? Commercial? Building Management Operators? Office or eg hospitals? Smart meter/feedback/EE technology installers or developers? Drivers? Truck or private vehicle? Behaviour or Mode Switching? Freight companies? Behaviour or technology switching? SMEs? Which sector? CEOs or energy managers/CFOs? Who else could it be?
  160. 160. For more information, visit www.ieadsm.org What behaviour are we actually trying to change?
  161. 161. For more information, visit www.ieadsm.org What behaviour are we actually trying to change? Home owners: Install PV, learn your home’s energy eco-system, share it with your neighbourhood’s energy eco-system (NZ) Commercial building tenants and landlords: co-develop green leases that work (SE) Restaurant owners/SMEs: close doors, turn off burners, lights etc (Fort Collins) Building Management Operators in Hospitals: Engage with energy managers and hospital users on energy savings (CA) Energy companies: Go all the way with energy efficiency regulations, not just the easy route (AT) ICT in Universities: What are the low-hanging fruit? How can we deliver big savings easily? (NL) Residential retrofits: Split incentive issues? (IE)
  162. 162. For more information, visit www.ieadsm.org Task 24 Phase II
 Subtask 7 - The Behaviour Changer Framework “The People”
 
 A new way of visualising the energy system
  163. 163. For more information, visit www.ieadsm.org A model for collaboration Collective impact = the commitment of a group of important actors from different sectors to a common agenda for solving a specific social problem.
  164. 164. For more information, visit www.ieadsm.org Who are the RIGHT Behaviour Changers to collaborate on our issue/behaviour? Government – which level, agency, person/s? Industry – which sector, organisation, person/s? Researchers – which discipline, University, person/s? The Third Sector – which sector, association, person/s? Intermediaries – which sector, company, person/s?
  165. 165. For more information, visit www.ieadsm.org
  166. 166. For more information, visit www.ieadsm.org
  167. 167. For more information, visit www.ieadsm.org
  168. 168. For more information, visit www.ieadsm.org
  169. 169. For more information, visit www.ieadsm.org Storytelling spine Tell your (organisation’s) story: How will this intervention look like from your perspective?
  170. 170. For more information, visit www.ieadsm.org Storytelling spine What is our common goal/story?
  171. 171. For more information, visit www.ieadsm.org Next steps: Intervention Design
 
 
 
 What does the End User need to do/change? What are the main relationships we need to strengthen? Which conflicts (bombs) do we need to diffuse and how? Which tools are irrelevant, which other tools/Behaviour Changers may we need? What is the time frame? Who does what? How do we evaluate the multiple benefits? Who does what?
  172. 172. For more information, visit www.ieadsm.org Feedback and Evaluation Forms

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