Message from B1: Foster intrinsic values among (electricity) consumers

1. Message from B1: Foster intrinsic values among (electricity) consumers Torgeir Ericson & Hege Westskog CICERO, Norway 9-10 June 2011, Tampere

2. “The action taken over the next decade or two, will determine whether the relatively stable environmental conditions on which human civilization has depended for the past 10,000 years will continue beyond this century. “ “If we fail to use this opportunity, many ecosystems on the planet will move into new, unprecedented states in which the capacity to provide for the needs of present and future generations is highly uncertain” “60 percent of the ecosystems are degraded or used unsustainable” “Human actions are depleting Earth’s natural capital, putting such strain on the environment that the ability of the planet’s ecosystems to sustain future generations can no longer be taken for granted.”

3. Average energy use per household decreases Butonlyvery little….

4. Energy efficiencyimproves But, overall energy useincreases

5. years with campaigning and efforts in Norway suggest substantial change in (electricity) consumption is difficult to achieve and the money saved from the small amounts of savings found, are probably spent on something else, probably with other environmental impacts

6. A paradoxical situation • Further (electricity) consumption reductions are almost impossible to achieve without complete renewal of the stock of dwellings, • But, this conclusion is unacceptable given the messages in MA, GBO, or IPCC => Electricity consumers cannot be exempted, and they too, somehow, have to be a part of the necessary changes that must be taken the next decades

7. Wesuggest • Partial measures are not sufficient • Significant reductions need systemic large-scale changes that pull more coherently in the necessary direction. • Must happen broadly in all parts of society simultaneously • This changes the perspective from a narrow focus on consumption modification behavior directed at the individual level, to consider a larger picture where transition to the future sustainable society takes place extensively

8. With respect to the electricity sector • Instead of asking how we can reduce electricity consumption… • we ask: how should we approach electricity consumers so that the larger systemic changes can emerge.

9. But, whichlargersystemicchanges do wewant to emerge?How doesthedesiredfuturelook like?

10. Learning from the future, using scenarios • We have several constraints, e.g. • Below 2 degrees • Reduce ecosystem exploitation • which driving factors may lead society within these constraints? • IPCC scenarios can provide some kind of indication • In a normative way, we assess that the IPCC storyline B1 describe a desired future

11. B1 scenario • Below the 2 C target • High level of environmental and social consciousness brought about by clear evidence that impacts of natural resources pose a serious threat to the continuation of human life on Earth. • Sustainable development • Whereas the A1 world invests its gains from increased productivity in further economic growth, the B1 world invests in improved efficiency of resource use ("dematerialization"), equity, social institutions, and environmental protection • Income is spent on services rather than material goods, and on quality rather than quantity, because the emphasis on material goods is less • A reaction to early decades of crime and chaos, in which community values triumph over individualist ones and lead to resource-friendly lifestyles based on clean and light technologies • Voluntary embrace of cohesion, cooperation, and reduced consumption • Education to develop human potential • Massive income redistribution and high taxation levels may adversely affect the economic efficiency and functioning of world markets. • Global income per capita: one-third lower than in A1 • Increases in resource efficiency, maximizing reuse and recycling. • High levels of material and energy saving • Reductions in pollution • Major push toward post-fossil technologies • Environmental quality is high, as potentially negative environmental aspects are anticipated and effectively dealt with • Transboundary air pollution (acid rain) is basically eliminated in the long term • Low-input, low-impact agriculture, • Maintenance of large areas of wilderness • Much lower levels of meat consumption than those in A1

12. Message from B1: Foster intrinsic values among (electricity) consumers • Need to knowhowthe values areexpressedwithrespect to electricityconsumption to communicateefficiently • Qualitative material reveals 3 main value systems in Norway • Marketist • National commonist • World commonist

13. Qualitative material - background • Focusgroups: • Where • Howmany • Purpose • Subjects • In depthinterviews: • - theexperiment • - 9 customers • - purpose • - subjects

14. Electricity and values - the marketist • Tommy: ”As long as I pay for it, it is OK”. • Lars“ Yes, if it affects the environment, you just increase the price, then you would not have the ability to pay for it, and then you regulate it that way”. • Mainstream Economic thinking • The energy Act – 1991.

15. Electricity and values – thenationalcommonist • ”Jon: Buttheyaresellingthatelectricity. They ”store” ourelectricity. I am not a communist, butwhen it comes to electricity, I am a bit like that. It is a nationalthing from my viewpoint. It is our’s. It is our rivers they have messedwith. It is usthat have ”builtthe dams”. • The ”allemannsrett” – right to access. • Sissel: ”I become a bit irritatedwhen I see all thosewhoarebuildingcabinsthatare 500 m2, and thentheykeepthe heat oneverywhere. I amgoing to save electricity, whilethey …, that is what I think. I nearlythinkthat is reprehensible. Ifwe all aregoing to save, everyone has to take part.

16. Electricity and values – the world communist • “Frode: To the extent that we can help others to save electricity, help other people in the world, then we have an obligation to do it as human beings and as a society in the same way as we save and use other resources in a sensible way. It is a resource that can be used somewhere else instead of just wasting it. If we can do that, we can use electricity in a sensible way”.

17. Werecognizethattheworldcommonist have values in line withwhatwefind in the B1 storyline • Thus, to developtowardsthe B1 world, it wouldhelp if more people held such values

18. How shouldweapproachthis? • Two strands ofthoughtwithrespect to howpeopledevelopworldviews • Stages (Development psychology, e.g. Piaget, Kohlberg, Loevinger, Cook-Greuter, Kegan, Wilber) • Latent(Behavioraleconomics, e.g. Kasser, Krompton, Sen, Sagoff, Westskog et al.) • May requiresomewhat different approaches

19. Development through stages Correlatewiththethreevalue systems found in our material

20. Latent • Fields ofrationality • Late comers in kindergarden • Green electricity • Kasser • Values and life goals (materialistic v. intrinsic) • In group – outgroups • Copingwithfears (denial v. problem-solving)

21. One example - in groups and outgroups Our descendants will be left to deal with the effects of climate change caused by our profligate use of fossil fuels. Drivers of 4×4s should start editing their photo albums now … The aggressive look of a big 4×4 means other people on the road may make assumptions about the person behind the wheel. In an ordinary car, you won't get dirty looks from all and sundry when you drive around town, won't have to avoid eye contact with bus passengers, and cyclists won't mouth obscenities as they squeeze past you in a queue of traffic.23 • Unhelpful - increasingemissions? • ThreathningidentityofSUV-drivers: deny? • Non-SUV drivers – vilifingSUV-drivers.

22. Different thoughts/strategies • How do wechange values? • Nudgingvs • Transformation • Commonstrategies • Focus on intrinsic values • Communication (in a broadsense)

23. Policy implications for changingvalues - electricity • Electricity as a right/obligation - not market good. • One exampletwo price – tariff – electricity • Displays onenvironmentaleffectsratherthan $?

24. Conclusions • Needworldcommonist values • Different viewson electricityareattached to different value systems • Different strategies for changing values