Wellington Task 24 workshop Energy Cultures conference

IEA DSM Task 24:Behaviour Change in DSM

Phases I and II

Dr Sea RotmannOperating Agent Task 24

IEA DSM Task 24 Workshop, WellingtonJuly 8, 2016

What is special about Task 24?

For more information, visit www.ieadsm.org

Task 24 – Objective in a tweet (or two)

The overarching impact of this Task is to provide a helicopter overview of best practice approaches to behaviour change interventions and practical, tailored guidelines and tools of how to best design, implement, evaluate and disseminate them in real life.

Our audience: Behaviour Changers


Government

IndustryResearchersThe Third Sector

Middle Actors

IEA DSM Task 24Phase IClosing the Loop – Behaviour Change in DSM: From Theory to Practice

Dr Sea RotmannOperating Agent Task 24Wellington, July 8, 2016

Subtasks of Task 24

5 – Social network and expert platform

1 – Helicopter

view of models,

frameworks, contexts

and evaluation

metrics

2 – In-depth

case study analysis

3 –Evaluation

Tool for different

stakeholders

4 – Country-specificto do’s

and not to do’s,

guidelines and

recommendations


Subtasks


Subtask 1 – Helicopter Overview of

different models of understanding, frameworks, contexts, case studies and

evaluation metrics

Subtask 1 - Definitions of Task 24


http://www.slideshare.net/drsea/definitions-for-task-24



Subtask 1 – What is behaviour?


persistence“unfrozen”

half-yearly

yearly

Conscious, or well-considered action

Once in a lifetime

Active information-seeking

monthlyrarely

Little information-seeking

Hardly thinking – taking action

Habitualised routinesOnce-off

“frozen”

consciousness

frequencyweekly daily

cookinggroceriesholidayingChoosing energy supplier

Buying a car

Buying a house

Subtask 1 –Overview of different models of understanding behaviour


Subtask 1 – The ‘Monster’ and its Wiki


Subtask 1 – More definitions


Models of behaviour help us to understand specific behaviours, by identifying the underlying factors which influence them. There are individualistic models and social models.

By contrast, theories of change show how behaviours change over time, and how they can be changed.

Behavioural theory is diagnostic, and change theory is more pragmatic.

Both are important to understand when designing interventions!

Subtask 1 –Models of Understanding Behaviour – some caution


Models are concepts, not representations of behaviour

Behaviour is complex, models are deliberately simple

There is a limit to how far models will stretch

Models don’t tend to differentiate between people

Attitudes/awareness don’t always precede behaviour

Factors are not barriers

Subtask 1 –Looking at different models of understanding behaviour


Subtask 1 – Main models of understanding behaviour


INDIVIDUALISTIC (A-B-C Models)

Rational choice models based on cost-benefit calculations (neoclassical economics)

Information deficit models are based on linear assumptions: information generates knowledge, which shapes attitudes, which lead to behaviour (neoclassical economics)

Bounded rationality models include psychological principles such as cognitive biases and environmental constraints (behavioural economics)

Value Action Gap shows the difference of what people say and what they do (social psychology)



INDIVIDUALISTIC (A-B-C Models)



INDIVIDUALISTIC (A-B-C Models) DUAL PROCESS Models of Cognition Triandis’ Theory of Interpersonal Behaviour (TIB)



SOCIALLY-ORIENTED MODELS Theories of Consumption as Social Practices (Practice Theory)

Subtask 1 – Practice Theory – worked example


Subtask 1 – Theories of Change


Central to many concepts of change is the merging of theory and practice

Applied approaches: Social Marketing, Intervention Mapping, Defra’s 4E Model…

Subtask 1 – Theories of Change – Changing habits


Unfreezing/Refreezing Vigilant Monitoring Implementation Intentions

But: Individuals only, they need to be pre-motivated, it needs to be done quickly and intensely and they may not be easily scalable

MOMENTS OF CHANGE!

Subtask 1 – Comparison between individual and social approaches


Darnton, A, Verplanken, B, White, P and Whitmarsh, L (2011). Habits, Routines and Sustainable Lifestyles: A summary report to the Department for Environment, Food and Rural Affairs. AD Research & Analysis for Defra, London.

Subtask 1 – Comparison between individual and social approaches – Pros and Cons of each


Individual Models Social ModelsPros Cons Pros ConsSome have understanding of dual process of cognition

Easy to follow A+B+C= behaviour change

Can look at various (mostly influencing) contexts affecting individuals

Known and tested

Very powerful with segmentation and bottom-up tailoring

Scaleability

Inclusivity

Breadth of Scope

Causal relationship hard to determine

Not shown to be that effective, especially if based on intentions

More complex models hard to use

Takes systemic approach thus easily scaled up

If you change a practice, it can be a global change

Looped, re-enforcing

Influencing and contextual factors

Fosters collaboration among all sectors

More realistic?

Too complex to understand

Dependent on many elements to work together

Frustrating if right collaboration can’t be fostered

Hard to put into practice

May only speed up change

Subtask 1 – Main differences between disciplines


The programmes based (explicitly and implicitly) on economic theories usually translate into approaches that:- focus mainly or even solely on individuals- are mostly technocratic thus seem to be generating biggest benefits for

the supply side, not the end user- regard individuals as instrumentally/economically rational creatures

(‘Homo economicus’) - regard information deficits as an important cause of ‘non-rational’

behaviours- focus often on short and one-off financial incentives- focus on extrinsic motivations mainly (ie are dependent on the response

they evoke from others)- do not normally tailor their approach to the individual characteristics- lack flexibility and room for engagement, co-creation and participation- monitor mainly quantitative aspects and work with calculated or modeled

savings

Behavioural economics-based approaches also include insights from social psychology, and for instance focus on the power of nudging people into different behaviours through their infrastructural, institutional or design environment.

Subtask 1 – Main differences between disciplines


Social marketing, or insights from psychology, sociology and collaborative learning and practice theory approaches are increasingly being used.

These programmes are often cross-sectoral and use elements of theories and models in an eclectic manner. Very often, user engagement is central to the design. They do take account of the impact of the wider context and environment and social norms and are thus clearly based on a more systemic perspective/theory or model. They:

- focus on collaboration and institutional capacity building- focus on building trust in market parties and information sources- target end user needs and multiple benefits- use multiple definitions of success- perform pre-scoping- allow for engagement and participation- allow for flexibility and iteration of programmes- focus on institutional change- focus on lifestyles- use the power of social norms


Storytelling in DSMIEA DSM Task 24 Phase 1 and 2

What’s Your Story?Beth Karlin, [email protected]

What’s Your Story?Introduce yourself in 60 seconds (or less):say your name, your job, where you sit on the BCF, why you’re here and something personal

What do you remember?Who do you remember? Personal details?Connection to Energy Cultures or Task 24?Broad vision?Call to action?

Maybe stories are just data with a

soul.

Brene Brown

Three Thoughts on Storytelling

1.There’s always a story.2.We are of two minds.

3.Keep it simple.

1. There is always a story


2. We are of 2 minds.

2. We are of two minds.

www.cred.columbia.edu

www.cred.columbia.edu

2. We are of two minds.

Three Thoughts on Storytelling1. There’s always a story.

2. We are of two minds.3. Keep it simple.

You have 60 seconds…

3. Keep it simple

8 seconds…

Crafting Your Story

MARSHALL GANZ // THE NEW ORGANIZING INSTITUTE

Self Us Now

The Story of . . .

MARSHALL GANZ // THE NEW ORGANIZING INSTITUTE

Self

The Story of . . .

Who are you and what are you

passionate about?

Us

The Story of . . .

Why are you at this conference/worksho

p?

Now

The Story of . . .

What do you want to get out of this? What

is your call to action?

Self Us Now

What’s Your Story?Introduce yourself in 60 seconds (or less)

Get Personal Find Common Ground

Present a Call to Action

The Story of Task 24

For more information, visit www.ieadsm.orghttp://vimeo.com/54915316

http://vimeo.com/54915316

Language can be a problem!


That was our Eureka! moment


What is storytelling?

‘Storytelling’ is the construction of a desirable future based on a narrative of past events, with a plot that expresses

some causal relationship

To read more: Rotmann et al (2015). Once Upon a Time… How to tell an energy efficiency story that

‘sticks’. ECEEE Summer study proceedingsAnd ERSS Special Edition on Storytelling & Narratives


http://www.ieadsm.org/wp/files/eceee-Rotmann-1-181-151.pdf

http://www.ieadsm.org/wp/files/eceee-Rotmann-1-181-151.pdf

Stories are:

• Universal• Help us process information• Providing multiple perspectives• Subjective, not one truth• Aid recall• Shape identity• Make connections


The art and scientific methodology of storytelling

Narratives = social science tool aimed at providing way to explore how big events (policies) impact on small scale (individuals)

Allow for quick, practical and useful understanding of complexity of interconnected factors in behaviour research

We all turn everything into a narrative in order to remember it


Oral vs written storytelling

Oral literature performed in traditional recitals are considered a better projection of the innermost depth of a society's social and

cultural life, its traditions, habits, customs, behaviour, rites and so on, compared to written

literature.


We’re all expert story tellers

YOUTUBE: https://www.youtube.com/watch?v=wbe83S8FfO0&list=UU_p3PlWDpLyDBh8TwUBmVHQ

https://www.youtube.com/watch?v=wbe83S8FfO0&list=UU_p3PlWDpLyDBh8TwUBmVHQ



Subtask 4 – Country context in form of stories


Different energy efficiency stories

*Kathryn B. Janda & Marina Topouzi (2015) Telling tales: using stories to remake energy policy, Building Research & Information, 43:4, 516-533 .

Examples of a love and a horror story in Building Retrofits

www.ieadsm.org

http://www.ieadsm.org/

The New Zealand love story with insulation

www.ieadsm.org

Once upon a time... there was a beautiful country called New Zealand,which had very cold, damp houses.

Every day...Kiwis shivered and froze, but they just told each other to stop being a sissy and put on another jumper.

But, one day...the new right-wing Government decided it needed to show it wasn’t uncaring and evil and created a programme called Warm Up New Zealand. It was meant to insulate a quarter of the housing stock, create many jobs and a new market, and reduce energy use, energy bills and CO2.

Because of that...the Energy Efficiency and Conservation Authority set about tendering for the best contractors in the country to fulfil this lofty goal.

But then...they realised that people weren’t that interested in insulation, they rather spent their money on a new kitchen and kept putting on those jumpers!

Because of that... they concentrated on using Third Party Providers and other community groups to ensure that at least the most needy and vulnerable people got free insulation and clean heating installed.

So, finally... they did an evaluation and found that the real benefits - $5 for every $1 spent, lay in the health improvements, not a new market or energy savings or lower bills.

And, ever since then... The other Kiwis also slowly realised that being warm and cozy in your home was maybe just as important as having a new kitchen. The End.


The Great Australian horror story of insulation

www.ieadsm.org


What’s the take-away of these different types of stories?


• Hero stories: help with understanding Behaviour Changers and what drives them when designing interventions, they provide inspiration but can lead to disappointment and even turn into horror stories

• Learning stories: can be difficult but also balance and develop the inspiration provided by hero stories, provide support for explaining unintended consequences

• Love stories: can convince decision-makers and the public why energy efficiency is worth it

• Horror stories: are very memorable and good scare tactics, but usually to be avoided at all cost

Even models of behaviour have their own stories:The story of neoclassical economics in building retrofits

www.ieadsm.org

Money makes the world go round!You need to change your home’s energy use and we will help you pay (part of) its retrofittingBy the way, you need to pay up first and it might take a while before we pay you back, if everThe info we need from you will teach you all you need to knowYou only need to make a one-off decision to investWe have the technology you need, contractors or installers (you will need to find/choose) will put it inIf you don’t understand the technology just don’t touch the buttons!You will save money for a nice weekend in MarbellaYou only need to give us a bill from your installer, we probably won’t check how much energy you savedNeither will we tell you, you need to figure that out yourselfWhat counts for us is how many m2 we get insulated, how many homes we retrofitted or how much money has been spent against the budget.We will do the number crunching, don’t worry, we don’t need to know what you actually saved, that’s what national models are forBut if you do want to know how much energy you saved, buy a metering device!


The story of systemic approaches in building retrofits

www.ieadsm.org

Together we’ll make the world go round!We will co-create and co-design our interventions with youYou embody what we need to know and change: what you do, feel, learn…We will help you understand and use the technology and train those that install and sell it to you to tailor it to your needsWe will create a supportive material, institutional and social environmentYour needs are important so we need to do this together, as if this were your kitchen Your life will changeIt’s all about us now, our grandchildren and their future we have in our handsQuality matters, and we will keep learning and sharing those learnings with youIf we need to be flexible, we willThis is only the start and your home is only the first stepWe will monitor, calculate and report on energy, money, health, welfare, comfort, wellbeingAnd learnings based on qualitative and quantitative inputs will be shared (with you)We will help you figure out what your impact is to be able to make sure you get where we all collectively want to!


The pros and cons of each approach

• They do well with what they intend to do and fit well within the current economic and political system and way of thinking

• The programmes are relatively easy to evaluate in quantitative terms and often show good results

• The (retrofitting) market can grow• Subsidies are often used up to the max• Many homes do get insulated• Behavioural economics does manage to

nudge a certain percentage• Free riders upgrade their plans and

retrofit more comprehensively• Sometimes even a new norm seems to

be emerging…

• These types of interventions are very complex with many partners who have different mandates, needs and restrictions

• They cannot be driven by policy alone, need all levels collaborating

• Not everyone wants to change everything or their lifestyle

• Not everyone wants to engage but it is important to ensure that the naysayers are not becoming the over-riding voice

• The flexibility of changing goals, aims and interrelatedness of issues etc makes it difficult to evaluate

But people tend to like them much more!


Economic approaches Systemic approaches

So… what’s the moral of the story of Task 24?


• There is no silver bullet anywhere but the potential remains huge

• Homo economicus doesn’t exist (in energy humans)• Habits are the most difficult thing to break, though it’s

easiest during moments of change• There is no such thing as individual energy use• We need to look at whole-system, societal change• This can’t be done in isolation by one sector -

collaboration is key• Everyone has a piece of the puzzle but we can’t see

the whole picture yet• We need a shared learning and collaboration platform

that works• We also need a shared language based on narratives

It’s all about the people!

http://www.theguardian.com/commentisfree/2015/oct/14/selfish-proof-ego-humans-inherently-good

IEA DSM Task 24 Phase IIHelping the Behaviour Changers

The Subtasks of Phase II

5 – Expert Platform (upgraded)

6 –Understandi

ng Behaviour Changer

Practices in Top DSM

Areas

‘The Issues’

7 –Identifying Behaviour

Changers in these areas

‘The People’

8 –Developing a toolbox of intervention

s to help Behaviour Changers

‘The Tools’

9 –Standardising Evaluation beyond kWh

‘The Measures’


10 – Telling an Overarching Story ‘The Story”

Task 24 – Phase IIObjective in a tweet (or two)

To develop, in collaboration with the Behaviour Changers, a toolbox of interventions that works for their specific DSM issues, contexts (sectoral and national), mandates and needs. We also aim to extract cohesive, overarching themes to tell a coherent international story.

Task 24 – Phase IIHow it all fits together

What?

Subtask 6‘The Issues’

Who?

Subtask 7‘The

People’

How?Subtask 8‘The Tools’

Why?Subtask 9

‘The Measure’

So what

?Subtask 10‘The Story’

Subtask 1

Subtask 2

Subtask 4

Subtask 5

Subtask 1

Subtask 4

Subtask 3

Task 24 Phase IIThe Energy System

How does it look like now?


The way we currently look at the Energy System


Another way we could look at the Energy System


The End User and their need for a service


Personal comfort

The end user’s behavioural response


Technology

The end user’s wider context


Cultural norms

Infrastructure

Geography/ClimateBuilding stock

Politics

The national context


Transmission & Distribution

Peak load issues

The national response


Energy supply

Why is this system view circular?


Feedback

Storytelling exercise 2


•Close your eyes and reflect on this story•Choose one particular word from the story that stands out for you and write it down

•Form groups of 5•Tell a story with those 5 words, including duplicates

•Use the story spine•Share your story

Task 24 view of the Energy System


We pose that the Energy System begins and ends with the human need for the services derived from energy (warmth, comfort, entertainment, mobility, hygiene, safety etc) and that behavioural interventions using technology, market and business models and changes to supply and delivery of energy are the all-important means to that end.

Task 24 Phase IIThe Collective Impact Approach


Methodoloy of the Behaviour Changer

Framework

A model for collaboration


Collective impact = the commitment of a group of important actors from different sectors to a common agenda for solving a specific social problem.

Task 24 Phase IISubtask 6 – Understanding the Behaviour Changers’ Practices and Priorities “The Issues”


Deciding on the issues to focus on

What are the Top DSM Issues here?


Top DSM Issues: • Is there a national list of DSM issues?• What are the biggest behavioural potentials?• What DSM policies and programmes are already tackling these issues and how?• What are their approximate contribution to the country’s load management (economic, technical, political and societal potentials)?• What are the risks and multiple benefits of each?

Multiple Benefits?

What are the potentials, risks and (multiple) benefits for the

Top DSM Issues?

Political (actual) potential

Social Potential

Economic

Potential

Technical

potential

RISKS?

RISKS?

RISKS?

RISKS?

Multiple Benefits?Multiple

Benefits?

Who is the End User whose behaviour we are trying to change?


Tenants? In single homes or apartment buildings?Home owners? (single or apartment)Office workers in a large commercial building?Retail workers in smaller retail buildings?Landlords? Private or large-scale? Social housing? Commercial?Building Management Operators? Office or eg hospitals?Smart meter/feedback/EE technology installers or developers?Drivers? Truck or private vehicle? Behaviour or Mode Switching?Freight companies? Behaviour or technology switching?SMEs? Which sector? CEOs or energy managers/CFOs?Who else could it be? Zoo staff?

What behaviour are we actually trying to change?


Home owners: Share PV with your neighbourhood (NZ)Commercial building tenants and landlords: co-develop green leases that work (SE)Restaurant owners/SMEs: close doors, turn off burners, lights etc (Fort Collins, USA)Building Management Operators in Hospitals: how to better document and communicate EE (CA)Energy companies: Go all the way with energy efficiency regulations, not just the easy route (AT)ICT in Universities: What are the low-hanging fruit? How can we deliver big savings easily? (NL)Residential retrofits: Training Middle Actors in communities (IE)

Task 24 Phase IISubtask 7 - The Behaviour Changer Framework “The People”


A new way of visualising the energy system

Who are the RIGHT Behaviour Changers to collaborate on our issue/behaviour?


Government – which level, agency, person/s? Industry – which sector, organisation, person/s?

Researchers – which discipline, University, person/s?The Third Sector – which sector, association, person/s?Intermediaries – which sector, company, person/s?

Understanding the Behaviour Changers’ unique stories



Wellington Zoo’s Sustainability Journey

Overview• Wellington Zoo became the world’s first CarboNZero certified Zoo in 2013• Waste sent to landfill reduced from 93% of total waste to just 19%.• Water use has been reduced by 24 million litres since 2011• Energy use has stayed at similar levels despite a significant increase in

visitors and new developments

Waste

• Follow me printing• Labelled recycling bins for

visitors and staff

• On-site composting facility• Charitable donations

• Value chain analysis of animal food• Animal habitats are made of recycled materials• Use hand dryers instead of paper towels in bathrooms

Water

• 15 rainwater harvesting tanks • Water cleaning agent used in animal

habitats

• Water limiting devices installed on taps and hoses

• Dry clean habitats in summer• Way to go for H2O campaign

Energy

• Light sensors and timers installed on equipment

• Transition to LED lighting• Old vehicles replaced with more efficient

alternatives • Push for Power campaign• Check meters are being installed

• Solar water heating facility in The Nest Te Kohanga• 48 solar PV panels

Energy challenge

Behaviour change focus: using heat pumps/air-conditioning units appropriately for the time of year

End user: Zoo Staff

Potential challenges

Varying comfort levels

Shared responsibility

Lack of motivation to change

Lack of information

Mixed use of space

The Story of Task 24 – continued…


If there is ONE THING to take home from this:


IT’S ALL ABOUT THE PEOPLE!

Thank you very much for your attention!

Any comments or questions?

[email protected]


mailto:[email protected]

Science

Wellington Task 24 workshop Energy Cultures conference