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Behave 2018 conference, Zürich

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Understanding and influencing energy-related behaviours: Keynote speech

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Behave 2018 conference, Zürich

  1. 1. BEHAVE 2018, Zürich, September Understanding and influencing energy- related behaviours Marilyn Mehlmann, Legacy17 Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  2. 2. Understanding habitual consumer behaviour Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org How do consumers learn about the impact of their habits on climate and environment? How is it possible that they don't all already know and understand?
  3. 3. Why do consumers not understand? Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org Is it for lack of information? Hardly. Is it because they don't care? Hardly.
  4. 4. Why do consumers not understand? Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org Is it for lack of information? Hardly. Is it because they don't care? Hardly. Is it that they know what to do but not how to do it? Possible, at some level. Is it that they know what to do and how to do it, but choose not to? Not consciously.
  5. 5. Why do consumers not understand? Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org Do they resist attempts to shuffle 'all' responsibility onto them? Often. Do they doubt that anything they do will make a difference? Yes.
  6. 6. Influencing behaviour Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org ☞ Knowledge leads to debate ☞ Insight leads to action
  7. 7. Understanding habitual consumer behaviour Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org ☞ Knowledge leads to debate ☞ Insight leads to action How do we learn what we know? "A little learning is a dangerous thing." (Alexander Pope, 1711)
  8. 8. From linear to spiral thinking Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  9. 9. From linear to spiral thinking Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  10. 10. Spiral element 1: focus Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org Everyone cares about something Finding the focus – close to home
  11. 11. Spiral element 1: focus Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org Everyone cares about something Finding the focus – close to home Focus groups/customer journey... Clarify in advance how the outcomes will be used What do people care about? How might you find out?
  12. 12. Spiral element 2: perceived scope for action Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org Most-asked questions: o Where should I start? o Will it make a difference?
  13. 13. Spiral element 2: perceived scope for action Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org Most-asked questions: o Where should I start? o Will it make a difference? Invitation to experiment How do YOU invite experimentation?
  14. 14. Spiral element 3: Make information available Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org Build on questions Easy, non-judgemental
  15. 15. Build on questions Easy, non-judgemental Empowering writing o Solutions, not problems o Non-judgemental o Awakens curiosity rather than satisfying it o No ‘unnecessary’ information, no jargon How might you reframe your message? Spiral element 3: Make information available Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  16. 16. Put small steps in a big context Formulate intention: achievable ‘now’; incremental Spiral element 4: Support intention Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  17. 17. Put small steps in a big context Formulate intention: achievable ‘now’; incremental Peer-to-peer coaching Help line and GoTo Spiral element 4: Support intention Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  18. 18. Monitoring & evaluation Showing results, putting in context Spiral element 5: Feedback Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  19. 19. Monitoring & evaluation Showing results, putting in context How do you provide feedback? What response do you get Spiral element 5: Feedback Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  20. 20. Is where it begins and ends Spiral element 6: Caring… Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  21. 21. Is where it begins and ends Spiral element 6: Caring… Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  22. 22. Is where it begins and ends Spiral element 6: Caring… Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  23. 23. What do WE block? Some common limiting beliefs: Awareness precedes behaviour change 'Evidence-based' mostly refers to technology; self- reporting is always unreliable Only big changes are worth making Big energy use is mostly about transport, buildings and energy supply/usage Our own limiting beliefs Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  24. 24. Any bias is reflected before and after International comparisons Intrinsic role in change process Consumer self reporting: before and after change Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  25. 25. Any bias is reflected before and after International comparisons Intrinsic role in change process Do you use self-reporting by consumers? If not, do you see a role for it? Consumer self reporting: before and after change Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  26. 26. Its primary (extrinsic) value is to satisfy needs Shelter, food, clean air and water, clothes, community Major potentials for energy saving? Energy has no intrinsic value Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  27. 27. Its primary (extrinsic) value is to satisfy needs Shelter, food, clothes, water, clean air, community Major potentials for energy saving? Shelter and food Energy has no intrinsic value Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  28. 28. Shelter: Important changes are BIG. They are o Long-term and professional o High built-in inertia o Depend on consumer behaviour for max effect Food: SMALL changes for many households and businesses are o Easy, immediate o Add up to big impact Shelter and food Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  29. 29. Effective change-making o Starts with what people already care about o Generates questions o Supplies context o Challenges beliefs – our own and others Your role as a change-maker Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  30. 30. Effective change-making o Starts with what people already care about o Generates questions o Supplies context o Challenges beliefs – our own and others Two key words: INTENTION and ATTENTION Your role as a change-maker Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org
  31. 31. BEHAVE 2018, Zürich, September Understanding and influencing energy-related behaviours Marilyn Mehlmann, Legacy17 Thank you for your attention Legacy17 – 2018 | legacy17.org | secretariat@legacy17.org

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