Behavior Based Energy Efficiency: From Theory to Action, by Alexis Troschinetz

Behavior-Based Energy Efficiency: From Theory into Action

Alexis TroschinetzBehavior Change & Metrics CoordinatorClean Energy Resource Teams

June 12, 2013Class 5 Peer Exchange

Presentation OutlinePresentation Outline

• What is CERTs?• Behavior Change Science• CERTified Campaigns• Campaign Development• Engaging on Sustainability

www.CleanEnergyResourceTeams.org

CERTs MissionCERTs Mission

Connecting you and your community to the resources you need to identify and implement community-based clean energy projects


What Does CERTs Do?What Does CERTs Do?• Host meetings, workshops,

tours, networking sessions• Share case studies and

project planning guides• Connect people to technical

resources and assistance• Provide seed grant funding

& connections to funding opportunities


Major AccomplishmentsMajor Accomplishments

• Helped Minnesotans save annually over 93 billion BTUs of energy and avoid $1.6 million in energy costs since 2010

• Awarded over $790,000 in seed grants to more than 189 energy projects since 2006

• Impacted 87,700 people through grants, events, and programs since 2009


Engagement across MNEngagement across MN

Staff: Regional Coordinators and statewide support

Steering Committees: Volunteer governing body for each region

Regional Involvement: Anyone can join, anytime, our efforts to build MN clean energy future.


Behavior Change ScienceBehavior Change Science

• Applying concepts from social science and psychology fields to understand why we do (or don’t) take action

• Identifying what…– motivates us – stands in the way


CampaignsCampaigns


• Pre-Rinse Spray Valves– Manually removes food

before dishwashing– 1.28 GPM vs. 3-5 GPM– Reduce water & energy 60%– Save $410/yr per upgrade– $28 each $68 retail


• Faucet Aerators– Restricts flow at handwashing

sinks– 0.5 & 1.0 GPM vs. 2.2 GPM +– Reduce water & energy up to 75%– Save $100/yr per upgrade– $0.50 each $2.00 retail

CampaignsCampaigns

Campaign DevelopmentCampaign Development


1

Select Behavior & Audience

2

Identify Barriers & Benefits

3

Develop Strategy

4

Pilot Campaign

5Broadly

Implement & Evaluate Campaign

Based on Community-Based Social Marketing



1


2


3

Develop Strategy

4

Pilot Campaign

5Broadly


If a reasonable strategy cannot be created for a given behavior, then

a new behavior should be considered.



1


2


3

Develop Strategy

4

Pilot Campaign

5Broadly


If pilot campaign fails, then it will not be successful

at a wide-scale.



1


2


3

Develop Strategy

4

Pilot Campaign

5Broadly


Select Behavior & AudienceSelect Behavior & Audience

• One-time v. repeat• End-state• Non-divisible• Identify target audience(s)


Technical Effectiveness

Impact

Probability

Penetration

Evaluate Several BehaviorsEvaluate Several Behaviors


Behaviors for Residential Households

Penetration (0-100%)

100 Minus Penetration

Impact (kg per

household per year)

Probability (0-4)

Relative Score or Weight

Rank

Purchase green power 3% → 97 X 8700 X 2.15 = 1,814,385 1

Cold water wash 38% → 62 X 450 X 3.09 = 86,211 3

Increase use of clothes line 8% → 92 X 200 X 3.07 = 56,488 3

Install 10 CFLs 23% → 7 X 700 X 3.03 = 163,317 2

Install low-flow showerhead 61% → 39 X 215 X 2.5 = 20,963 3



1


2


3

Develop Strategy

4

Pilot Campaign

5Broadly


Identify Barriers/BenefitsIdentify Barriers/Benefits

• Research• Observation• Focus Groups• Surveys

– Intercept Surveys


Specific Behavior Barriers Benefits

Encourage

Discourage

What prevents your target audience from engaging in this behavior? What do they find challenging about it?

What does your target audience perceive as the benefit of engaging in this behavior? What do they like about it?



1


2


3

Develop Strategy

4

Pilot Campaign

5Broadly


Develop StrategyDevelop Strategy

• Behavior change tools that alter barriers & benefits:– Attitudes– Branding– Commitment– Communication– Convenience– Education

– Feedback– Framing– Goal Setting– Incentives– Norms– Prompts– Social Diffusion


Family Energy Face-OffFamily Energy Face-Off




Social Norming



Social Norming

Social Norming



Other Action Lists for:– Cooling– Heating– Overall Home Energy Use– Transportation– Reducing Waste– Water Conservation

Education



Goal Setting

Make A SplashMake A Splash




Incentive



Incentive

Social Norming



Incentive

Education

Social Norming



Education Social Norming



1


2


3

Develop Strategy

4

Pilot Campaign

5Broadly


Pilot CampaignPilot Campaign

• Test campaign on a portion of anticipated full audience– Evaluate against a control group

• Do not proceed to full campaign if pilot project failed• Repeat pilot project if significant changes are made to behavior, audience or tools


Make A Splash Lake Street Pilot with Jill Curran, Energy Smart



1


2


3

Develop Strategy

4

Pilot Campaign

5Broadly


Campaign ImplementationCampaign Implementation

• Do not stray from successful pilot• Evaluate with metrics:

– behavior change → participants, actions, devices– resource use → energy savings (BTUs, kWh, therms)– resource quality → renewable energy, energy shifting

• Reflect on lessons learned, successes throughout


Campaign Development … a process within a process …

Campaign Development … a process within a process …


Staff Skill Set & Interests


Impact

Probability

Penetration

CERTs Mission / Strategy

Alignment


Engaging on SustainabilityEngaging on Sustainability

• Encourage engagement from various levels:– Keep people informed of top-down decisions– Receive, respond and incorporate feedback from all people


Grass Roots Action

Management Commitment

Engaging on SustainabilityEngaging on Sustainability

• Welcome engagement at various level and through various approaches– Action-oriented – waste audit, bulb removal– Survey– Committee– Feedback / Idea submittal form

• Keep it local & relevant– Champions / Metrics Leaders


For More InformationFor More Information


Alexis TroschinetzBehavior Change &

Metrics [email protected]

Office Energy SavingsOffice Energy Savings

“Engineered”• Lighting Inventory• Switched coffee and

water service• 7-day timers on select

equipment /appliances• Eliminate individual

heaters & adjusted HVAC

0

10000

20000

30000

40000

Office Equipment Lighting

An

nu

al

Ele

ctr

icit

y U

se

(k

Wh

)


Turtle Tank• 660 W bulb 24/7• 20% of all lighting

energy use

• Switched to a 16 W warming pad

• Reduced use of 660 W• Reduced entire office

energy use by 9%


Behavior• Unplug/turn off equipment between uses:

– Large infrequently used printer– Shredder– Binder– Stapler– Samples Refrigerator

• Relocate power strips on top of desk with all computer appurtenances plugged into it

• Run dishwasher M, W, F or only when full & air-dry

Behavior Based Energy Efficiency: From Theory to Action, by Alexis Troschinetz

Business

water energy

energy projects

btus of energy

mnclean energy

energy costs

campaign developmentwww

family energy faceoffwww

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