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Similar to Energy efficiency marketing best practice July 2012 for E-ON conference
Energy efficiency marketing best practice July 2012 for E-ON conference
- 1. Energy efficiency marketing bestpractice Phil Beardmore Localise West Midlands
- 2. Localise West Midlands •A not-for-profit think-tank, campaign group and consultancy, which promotes localisation for social, environmental and economic benefit • Developed the Green New Deal model with Encraft for Birmingham City Council – now Birmingham Energy Savers • Action research projects – Using a Green Deal approach to tackle fuel poverty, Green Deal Opportunities for Social Enterprise • www.localisewestmidlands.org.uk • www.twitter.com/localisewm
- 3. Watch your meters Watch your meters
- 4. Homes behaving badly– meet Dave Meet Dave
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- 6. The energy savingadoption cycle Loft/cavity Condensing insulation boilers PV Solid wall insulation
- 7. Does AIDA applyto energy saving? • Attention – Interest – Desire – Action • 80% of factors influencing environmental behaviour do not stem from knowledge or awareness (Blake, 1998 – the Value Action Gap) • The remaining 80% stem from behavioural psychology
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- 10. Defra Climate ChallengeFund Benson School - Tomorrow's Climate, Today's Challenge
- 11. Defra & environmentalsegmentation
- 12. Chris Rose andValues Modes
- 13. MINDSPACE A checklistof non-coercive behavioural influences (Cabinet Office, 2010) • Messenger – we are heavily influenced by who communicates information • Incentives – our responses to incentives are shaped by predictable mental shortcuts such as avoiding loss • Norms - we are strongly influenced by what others do
- 14. MINDSPACE • Defaults –we ‘go with the flow’ of pre-set options • Salience – our attention is drawn to what is novel and what seems relevant to us • Priming – our acts are often influenced by sub- conscious cues • Affect – our emotional associations powerfully shape our actions
- 15. MINDSPACE Commitments - –we seek to be consistent with our public promises, and reciprocate acts Ego – we act in ways that make us feel better about ourselves
- 16. Does nudge economicsapply?
- 17. Does nudge economicsapply?
- 18. DECC Green DealConsumer Research UNPROMPTED RESPONSE Not wasting energy 14% Lower energy bills 20% Saving money 18% Warmer/more comfortable 14% home Lower carbon 7% emissions/better for environment Others 27%
- 19. DECC Green DealConsumer Research UNPROMPTED RESPONSE PROMPTED RESPONSE Not wasting energy 14% Not wasting energy 37% Lower energy bills 20% Lower energy bills 67% Saving money 18% Spread payments 18% Warmer/more comfortable 14% Warmer/more comfortable 46% home home Lower carbon 7% Lower carbon 24% emissions/better for emissions/better for environment environment Others 27% Increase property value 17% Make property easier to sell 11% Installations less expensive 4% GfK NOP / DECC, April 2011 than I thought
- 20. Defra Greener LivingFund • Phone Coop - 150 members saved 52 tonnes of CO2 (0.35 tonnes per person) plus 2.1 tonnes of waste diverted from • Total Coverage - 49 members saved 26 landfill tonnes of CO2 (0.53 tonnes per person) plus 1 tonne of waste diverted from landfill
- 21. Green Streets –British Gas
- 22. Challenge 100 –E.ON
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- 28. DECC – LEAFprojects
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- 30. Stay Warm, StayWell in Birmingham
- 31. Conclusions Learn from theoriessuch as MINDSPACE Learn from good practice e.g. LEAF projects, Stay Warm Stay Well We need a strategic approach to community marketing not a race to the bottom Birmingham is already a leader on community marketing and behaviour change as well as carbon saving, BES can become a centre of excellence
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Editor's Notes
- #2 Anniversary of Churchill’s death – “history will be kind to me for I intend to write it”