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Task 24 2nd Behaviour Changer Workshop Toronto


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We held our second IEA DSM Task 24 Behaviour Changer workshop in Toronto in October 2015.

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Task 24 2nd Behaviour Changer Workshop Toronto

  1. 1. IEA DSM Task 24 Phases I and II Dr Sea Rotmann Operating Agent Task 24 Toronto UHN Workshop, October 26, 2015
  2. 2. Today’s Agenda For more information, visit • Introductions: Describe a normal, a great and a terrible day at work • Introduction to Task 24: quick overview • BMO contexts: Go through context exercise, find 3 top behaviours • Issues Exercise: Greatest potential, risk, co-benefits • Top Issue BCF: Write down mandates etc, roleplay • Design Intervention: Right people in the room? Relationships with BMOs? Bombs? Tools? Measures?
  3. 3. A word from Kady Cowan For more information, visit • Remember 2007?
  4. 4. IEA DSM Task 24 Phase I Closing the Loop – Behaviour Change in DSM: From Theory to Practice
  5. 5. What is Task 24? For more information, visit • Reputable: International Energy Agency • Global: 1st & only 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 • And just a little bit crazy…
  6. 6. Who is Dr Sea? For more information, visit
  7. 7. Our audience: Behaviour Changers For more information, visit Government Industr y Researcher s The Third Sector Middle Actors
  8. 8. Subtask 1 – What is behaviour? For more information, visit 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!
  9. 9. Subtask 1 – What is behaviour? For more information, visit 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 car Buying a house
  10. 10. So… what’s the moral of the story of Task 24? For more information, visit • 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 • The old ways aren’t working but we need to go bigger, not smaller • We need to look at whole-system, societal change • This can’t be done in isolation by one sector - collaboration is key • Relationships and face-to-face meetings are key • It’s hard to find the right Behaviour Changers and break down the silos • 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 • We need to take people with us on this journey and co-create, not preach  It’s all about the people!
  11. 11. IEA DSM Task 24 Phase II Helping the Behaviour Changers
  12. 12. Task 24 – Phase II Objective in a tweet (or two) To develop, in collaboration with the Behaviour Changers, a toolbox of practical interventions that works for their specific DSM issues, contexts (sectoral and national), mandates and needs. We also aim to extract cohesive, overarching themes to tell a coherent international story.
  13. 13. Task 24 – Phase II How it all fits together (with Phase I) 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
  14. 14. Task 24 Phase II The Energy System How does it look like now? For more information, visit
  15. 15. The way we currently look at the Energy System For more information, visit whole-system view which puts human needs, behaviours and (ir)rationalities at the center of interventions geared at system change. Instead, if we look at the Energy System through the human lens (Figure 2), we can see that it isn’t necessarily this top-down/left-right linear realtionship starting with supply and ending with the end user, but rather a circular relationship which actually starts with the end user need for an energy service (click here for a short video presentation explaining this in more detail). Figure 1. Current, linear way of looking at the energy system (starting with supply) T O P D O W N SUPPLY ! TRANSMISSION & DISTRIBUTION ! TECHNOLOGY ! USER
  16. 16. Another way we could look at the Energy System For more information, visit
  17. 17. Task 24 view of the Energy System For more information, visit 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.
  18. 18. Task 24 Phase II Subtask 6 – Understanding the Behaviour Changers’ Practices and Priorities “The Issues” For more information, visit Deciding on the issue to focus on for this workshop
  19. 19. Who is the End User and what are their needs/opportunities/restrictions? For more information, visit 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? g at the energy system (starting with supply) DISTRIBUTION ! TECHNOLOGY ! USER
  20. 20. What are your top energy efficiency/conservation Issues? For more information, visit • Technology: Chillers? HVAC? Lighting? Etc • Behaviour: Documentation? Responding to Alarms? Training/Mentoring? Etc • Combination: Procurement? Commissioning? Etc Choose one for our exercise
  21. 21. Multiple Benefits? What are the potentials, risks and (multiple) benefits for the Top DSM Issue? Political (actual) potential Social Potential Economic Potential Technical potential RISKS? Multiple Benefits? Multiple Benefits?
  22. 22. Task 24 Phase II Subtask 7 - The Behaviour Changer Framework “The People” For more information, visit A new way of visualising the energy system
  23. 23. The Behaviour Changers – fill in your sheets For more information, visit The Decisionmaker/s The Provider/s The Expert/s The Conscience The Middle Actor/s
  24. 24. A model for collaboration For more information, visit Collective impact = the commitment of a group of important actors from different sectors to a common agenda for solving a specific social problem.
  25. 25. For more information, visit
  26. 26. For more information, visit