Transcript the big switch - energy efficiency and behavioural change

The Big Switch
Energy Efficiency and Behaviour Change
Dr Richard Plenty & Terri Morrissey
Directors
This Is Ltd
www.thisis.eu
Dave Connolly
Energy Entrepreneur
www.frontlineenergy.co.uk
‘To those who will not have the benefit
of two billion years accumulated energy
resource’ ...
David JC Mackay Foreword to ‘Sustainable Energy - without the Hot Air’ On the impending transformation of our energy system
The importance of energy
Life expectancy
Quality of life
Standard of living
Freedom and Choice
Energy Matters
World Demand increasing...
Still primarily fossil fuels
Most new energy from outside OECD
Security of supply?
From World Energy Outlook 2008 and Mackay ‘Sustainable Energy without the hot Air’
New sources required ...
Massive investment necessary
Greenhouse gas emissions
Energy the main source
Climate Matters
CO2 has increased dramatically
CO2 is still increasing
Global temperatures have risen
This may well result in climate change
‘If carbon dioxide continues to increase, the
study group finds no reason to doubt that
climate changes will result and no reason to
believe that these changes will be negligible’
US National Academy of Science Report 1979
See e.g. http://co2now.org/ for detailed information
Consensus view CO2 causes warming:
but climate complexity fuels debate
We are faced with a challenge
Energy the driving force for global development
BUT based on fossil fuels, a finite resource
It will probably become increasingly expensive
Security of energy supply is an issue
Highly probable fossil fuels change the climate
What will change - resources
What will change – politics
Possible Energy Scenarios*
Scramble
Nations secure energy resources for themselves. Policymakers pay little
attention to curbing energy use – until supplies run short – and greenhouse gas
emissions are not seriously addressed until there are major climate shocks.
Blueprints
Growing local actions lead to cross -border cooperation to address the
challenges of economic development, energy security and environmental
pollution. A price on CO2 is applied to a critical mass of emissions giving a
stimulus to the development of important clean energy technologies and energy
efficiency measures.
... Blueprints seen as much more likely to be successful
* Shell energy scenarios till 2050
What will change – behaviours
‘Safe’ levels would require 1ton Co2e /person
on average by 2050 ... big changes needed*
*Source: Discussion on Page 15 of Mackay ‘Energy without the hot air ‘
Awareness of personal
impact on carbon will grow
Activity
Travelling a mile for a New Year reunion
a Cycling powered by bananas
b. Cycling powered by asparagus
c Cycling powered by cheeseburgers
d Driving in a small efficient car (2 people)
e Driving in an average car
London to Glasgow return
f Plane (economy)
g Large 4 wheel drive
h Train
Daily tasks
i Using a mobile phone 1 hour for a day
j 100w incandescent bulb left on for a day
Co2 e Kg
Our QUIZ
0.065
2.8
0.26
0.26
0.71
10
5
=8
=8
7
500
1100
120
2
1
3
3.4
1.4
4
6
Rank order
these activities
from 1-10
(highest to
lowest) in terms
of carbon
impact
Source: How bad are
bananas
Mike Berners-Lee
What will change – efficiency
‘By 2030, energy efficiency and behaviour change
will offset more CO2 than all the new wind, solar and
alternative energy generation methods combined’
World Energy Outlook, 2009, IEA/OECD
Energy efficiency – example of
an immediate opportunity
Climate Minister launched a government report;
“Energy Efficiency: The Untapped Business Opportunity”
Poor energy efficiency is costing UK
businesses more than £6bn a year
Each one of us sitting here is contributing to the £6bn;
Or ... We are all sitting on a pot of untapped money – only last month
a new £550m scheme launched
Building efficiency a good place to start
Making a building sustainable
Data
–
Technology
People
Energy
usage
24 hours
1. Start with the evidence and the facts
Compare with standards and benchmarks
Breakdown into components which show where energy used
Look at overall pattern of office usage
2. Optimise the technical system
Review technology, plant and how its managed
3. Optimise the social system
Attitudes and behaviours
We are still seeing this ...
1,200
Questions
Overnight and weekend base loads?
1,000
Plant left running 24/7?
‘Slope ‘ at start and end of day?
How is the building occupied?
600
How is the building being used?
What feed in tariffs and soft loans are now
available?
400
Are clients motivated by reputation?
200
Have we looked at alternative ways of
cooling the building?
Fri 11 Feb 11
Sat 12 Feb 11
Sun 13 Feb 11
Tue 15 Feb 11
Wed 16 Feb 11
Thu 17 Feb 11
Mon 14 Feb 11
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0
00:30
Demand, kW
800
Typical savings may be 20% technology,
20% behaviours
Steam leaks ...
Unlagged pipes ...
Managing the technology
Control Systems
BMS or Time Clocks providing “Automation”
The BMS can make the largest impact on energy
Operational Training for Site Engineers
Operate and maintain plant
Replace plant and equipment
They understand the building
Optimising the social system
“The behaviour of the occupants of a building can have as
much impact on energy consumption as the efficiency of
equipment”
World Business Council for Sustainable Development 2007
Question: How do people influence energy
consumption and efficiency in a building?
Example: Don’t realise the impact
Example: Don’t bother to take action
Example: Can’t persuade others it matters
Example: Sabotage to make things easier
Example: Don’t realise consequences
Barriers and Enablers to change
Typical Barriers
• Convenience
• Comfort
• Control
• Can’t ... see that it really matters
Typical Enablers
• Awareness of the problem
• Understanding ‘how to’
• Personal consequences are positive
• Can ... see that it really matters
Developing awareness is critical ...
Source : BPS Going Green Survey 2010
Awareness is the starting point for
behavioural change – Prochaska Model
Pre
Contemplation
Ignorance is Bliss....
Rejection of anything different
Increased awareness of issues
Contemplation
Emotional awareness
Understanding impact of behaviour on others
Preparation
Re evaluation of self in relation to feelings about issues
Belief one can change
Experimentation with new behaviours
Action
Rewards and incentives for change
Maintenance
Avoidance of triggers
Development of support networks
Where are you on this model?
Tips for increasing awareness
Explain what and how
• Build a coherent and forceful narrative - not ‘going without’ but’ being smart’
Emphasis cutting meaningless ‘waste’. People don’t like wasting things
• Make it fun, personal, relevant, not a higher moral duty. Most people take
action to lower bills (59%) Only 15% take action for future generations
• Don’t forget to explain ‘how to’
Take feedback to a new level
• Show overall picture but also target to individuals and teams
• Specific, relevant, continuous, close to device, real time (e.g. smart meters)
• Act on results and encourage people to do things for themselves
In Summary
The Big Switch is coming ... the Global Energy System will be
transformed .... increasing awareness is critical - there will be
many new opportunities for psychologists for new business –
and social contribution - especially working with technologists
and leaders
Learn from others ... Adopt existing good practice and don’t
reinvent the wheel ... Understand supports such as Carbon
Trust ; Siemens ... £550m Green Finance Deal; Affordable
finance for UK businesses
Are we as business psychologists sufficiently involved?
Thank You
Dr Richard Plenty completed a first degree in physics before converting to
business psychology and has always been interested in the interaction between
science, technology and human behaviour. He is Managing Director of This Is
www.thisis.eu , an organisation and leadership development consultancy which
focuses on supporting large scale, complex strategic change. Richard is on the
Board of the ABP and a Fellow of the Institute of Ergonomics and Human
Factors.
Terri Morrissey, Chairperson of This Is, holds a degree in psychology from
University College Dublin (UCD) and an MBA from Fordham University in New
York. She started her career as a psychologist in a multidisciplinary team
researching the impact of the built environment on behaviour. Most of her career
has been focussed on bringing about behavioural change with organisation
leaders. She is based in Ireland and a past member of the ABP Board.
Dave Connolly is an energy entrepreneur. Prior to setting up Frontline Energy
and Environmental with Fintan Lyons in mid 2007, Dave worked in oil and liquid
petroleum gas distribution with Esso, and as sales director with Hochtief.. Dave
believes that as many as 70% of mid-large clients want to do something on
energy and sustainability, and just need assistance from outsiders to win the
internal debate and map the course of action.