Climate Change, Behaviour and Community Response. A blueprint for action.

1. SEAI Presentation
5th Nov 2015
Clare Watson,
Ger Mullally, Brian
Ó Gallachóir

2. OVERVIEW
‘From niche to normal – driving energy efficiency
through behavioural change’
• Personal Background
• Why are we finding it so hard to react to climate
change and energy insecurity?
• How can we encourage energy efficiency?

3. THE GOOD
LIFE!

4. A BETTER
LIFE?

5. “If global warming
were caused by eating
puppies, millions of
Americans would be
massing in the
streets.”
Daniel Gilbert, Prof.
Psychology, Harvard
(2014)

6. WHY IS IT SO HARD FOR US TO REACT?
1. Behavioural Biases
2. Behavioural Patterns
3. Social and Cultural
Conformity
4. Diffusion of Responsibility
5. Societal/Structural
Influences
6. The Message

7. BEHAVIOURAL BIASES
• Loss Aversion
• Endowment Effect
• Status Quo Bias
• “Yeah Whatever” Heuristic
• Sunk Costs
• Optimism Bias
BEHAVIOURAL PATTERNS
• Addictions
• Habits
• Habituation
• Adaptation

8. SOCIAL AND CULTURAL CONFORMITY
• Social and Cultural Norms
• Norms of Fairness
• Peer Pressure and Group Conformity
• Identity and Values
• Social Status
DIFFUSION OF RESPONSIBILITY
• The Bystander Effect
• Lack of Leadership

9. SOCIETAL AND STRUCTURAL INFLUENCES
• Social Practice
• Social and Cultural Developments
• Institutional Barriers
• Technology
• Consumerism and Fashion
• Planned Obsolescence
• Gadgets and Feature Creep
BEWARE OF……
• Rebound Effect
• Diderot Effect
• Technophobia
• ‘If the price is right’?

10. THE MESSAGE
WHAT DOESN’T WORK:
• Information on its own
• Negative messages
• ‘The Ten Things You Can Do’ approach
WE NEED:
• A positive, hopeful vision of the future
• To be part of a bigger plan

11. WHO ARE WE TALKING TO?
• Mindsets, Worldviews and Political Ideologies
WHO IS DOING THE TALKING?
• Image
• Trust
HOW ARE WE SAYING IT?
• Tone
• Framing – DON’T THINK OF AN ELEPHANT!

13. HOW TO ENCOURAGE ENERGY EFFICIENCY?
• No silver bullet!
• Leadership, leadership and A National Plan
• A multi-faceted approach
• Work with people in groups/communities
• Target individual actions separately
• Identify behavioural, social and institutional barriers
• Understand your audience - tailor approach accordingly
• Allocate adequate funding
• Learn from past mistakes!

14. Thank You
www.ucc.ie/energypolicy