The Big SwitchEnergy 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

World Demand increasing... New sources required ...

Most new energy from outside OECD Greenhouse gas emissions

Still primarily fossil fuels Massive investment necessary

Energy the main source Security of supply?

Energy Matters

From World Energy Outlook 2008 and Mackay ‘Sustainable Energy without the hot Air’

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

Climate Matters

See e.g. http://co2now.org/ for detailed information

Consensus view CO2 causes warming: but climate complexity fuels debate

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

We are faced with a challenge

What will change - resources

Possible Energy Scenarios*

ScrambleNations 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

What will change – politics

* 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 Co2 e Kg

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

Our QUIZ

Rank order these activities from 1-10 (highest to lowest) in terms of carbon impact

Source: How bad are bananas Mike Berners-Lee

1100 1500 2

120 3

3.4 4

2.8 5

1.4 6

0.26 =8 0.26 =80.71 7

0.065 10

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

Climate Minister launched a government report;

“Energy Efficiency: The Untapped Business Opportunity”

Energy efficiency – example ofan immediate 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

Energy usage

24 hours

–Technology PeopleData

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 ...

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Fri 11 Feb 11 Sat 12 Feb 11 Sun 13 Feb 11 Mon 14 Feb 11

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Questions

Overnight and weekend base loads?

Plant left running 24/7?

‘Slope ‘ at start and end of day?

How is the building occupied?

How is the building being used?

What feed in tariffs and soft loans are now available?

Are clients motivated by reputation?

Have we looked at alternative ways of cooling the building?

Typical savings may be 20% technology, 20% behaviours

Steam leaks ...

Unlagged pipes ...

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

Managing the technology

“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

Optimising the social system

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

Typical Barriers • Convenience• Comfort• Control• Can’t ...

Typical Enablers

• Awareness of the problem • Understanding ‘how to’• Personal consequences are positive• Can ...

see that it really matters

see that it really matters

Barriers and Enablers to change

Developing awareness is critical ...

Source : BPS Going Green Survey 2010

Ignorance is Bliss....

Rejection of anything different

Increased awareness of issues

Emotional awareness

Understanding impact of behaviour on others

Re evaluation of self in relation to feelings about issues

Belief one can change

Experimentation with new behaviours

Rewards and incentives for change

Avoidance of triggers

Development of support networks

Pre Contemplation

Contemplation

Preparation

Action

Maintenance

Awareness is the starting point for behavioural change – Prochaska Model

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.