Types, Trends, Values – Is mobilty behaviour changeable and how?

1. Types, Trends, Values – Is mobiltybehaviour changeable and how? Willy RAIMUND, Austrian Energy Agency (AEA) ECOMM 2014 // Willy Raimund

2. Overview #Questions # Segmentation of lifestyle types(energy styles) # Examples/Best Practices # Conclusion / The Attempt of Answers

3. Questions • Howdoesbehaviouralchangework? • Can welearnfromthehousehold/“energy“ sector? • Is mobilityseenaspartofeverydayenergyconsuming behaviour? • Howimportantaretypes, trendsandvalues?

4. Segmentation of consumers Lifestyle types/ Energy Styles • social research helps us to define levers to behavioural change • the “green minded” are already convinced • bigger changes in life appropriate to change behaviour • new residence • birth of a child • start to/change of work etc. • But what about the remaining (major) part of the population? Clustering of “energy use patterns” and “values” in life style types allows to target the right measures to the right group of people

5. Energy Styles • ecologically responsible – Der Ökologieverantwortliche • cost-conscious materialist – Der kostenbewusste Materialist • hesitant technophobic – Der zögerlicheTechnikverweigerer • reckless wastrel –Der sorgloseVerschwender • aimless polluter – Der orientierungsloseUmweltsünder developed within the “energy styles” project;(questionnaire; n=1000)

6. Energy Styles – Types description ecologically responsible • green-minded; outdoorsperson • comparingprices, penny-wise • worriesaboutfuture • an eye on energyconsumption, originofproducts, energylabels • meaningfulwork, askedforadvice Values • environment, art, education, living, Worries • pollution, throwawaysociety, incomegap • slowdevelopmentofgreenvehicletechnology • communicationinstruments • feelsresponsibleforowndeeds • approachable on cognitivelevel • wantshis/her “greenmindedness“ tobeseen • target groupforeco-labels, greencertificates, e- car, etc

7. Energy Styles – Types description • cost-conscious materialist • - moneysaving; comparesprices • - worriesmostaboutfuture (economically) • - deliberate • - stressy • - lessattention on labelsproductorigin • Values • - wealth, work; least: art • Worries • incomegap, naturaldesasters • mostof all types: lossofworkplace, • fearofenergyshortage • communicationinstruments • wantsto save money • respondstograntsanddiscounts • not open for high-pricedtechinnovations • stickstoprovenproducts • “green“ arguments not effective • notarget groupforeco-labels, greencertificates, e- car, etc

8. Energy Styles - Types • hesitanttechnophobic • - security/reliabilityimportant • - athome a lot • - least investments in housing/mobility • - triestoavoid new technologies • Werte: • least: spare time andtechnologicalinnovations • Sorgen: • least: lossofworkplace • energyshortage • communicationinstruments • procuctshavetoberealiable (mayevencostmorethan) • reactive type „just in case“ • open for additional services (e.g. emergencyaid, longtermmantainancecontracts etc.) • not interested in futuretechnologies • “greenargumkents“ not dominant • no target groupforgreenlabels etc.

9. Energy Styles - Types • recklesswastrel • - least: worriesaboutfuture • - earlyadopter • - readytotakerisks • - new technologiesjsutforfun • - not comparingprices • - spontanious • - weniger Stress • - livestowork • Values • - technolgicalinnovations, living, spare time • Worries (least overall) • least: lossofworkplace, energyshortage, environmental destruction • communicationinstruments • target groupforinnovationsandfuturetechnologies • keymessage is innovation, fun (not environment) • design is important • economicalbenefits do not matter • no target groupforeco-labels, but for new vehicletechnolgies etc.

10. Energy Styles - Types • aimlesspolluter • least: greenminded • nooutdoorsperson • home a lot • spendsmorethanearnings • workforlife • least: awareofenergyconsumption • least: swareofgreenlabels, productorigin • Values • denialist on all levels • Worries • midfield • communicationinstruments • climatechangedenialist • does not feelresponsibleforowndeeds • lowinterest in energysaving • actsonlyifnecessary • purchasepriceveryimportant, althoughlong-term savingswouldbeimportanttohim/her

11. Energy Styles –Men /Women (Angaben in %)

12. Energy Styles – AGE (Angaben in %)

13. Energy Styles – Energy SavingMeasures (Angaben in %)

14. Emotions • commonto all types • oneonlyinvests in sthg with (high) emotionalvalue PROVOKE DESIRE! • takecarcommercialsas an example • emptyraods, nicelandscapes, singleperson in a singlecar, flowers out oftheexhaustpipe etc.) • not realisticat all but creatingemotions (freedom, individualityetc)

15. Examples trytogetthem in PT/bicyclecampaigns • „Your Mercedes with personal driver/chaffeur – Take thebus“ Think mobilityaspartofenergyconsuming (household) activities „I am savingenergy“

16. Examples

17. Examples

18. Examples Prof. Knoflacher, pioneerofsustainabletransport: “I‘mmostlydriving with chauffeurs: I hopontothebus, thengetthetrainandfinallyswitchtosubway…“

19. “The age of sharing” …touseand not toown… getsa lothandier • with smart phonesandtablets, apps, gamification • decreasingimportanceof a carownershipasstatussymbol, especiallyamongyoungpeople • aswellas with certaindemographicdevelopments • onlyaboutonethirdofViennesehouesholdsown a car • peoplemove (back) tocitycentres

20. The Attempt of Answers • Howdoesbehaviouralchangework? • e.g. bysegmentingconsumertypesandtargetingtheir „trigger“ pointsbystronglyemotionalisingaspects • byseeingonesmobiltybeahviouraspartof “householdactivities“ • Can welearnfromtheenergy/householdsector? • yes, see „energystyles“, see klimaaktivtargetedprogrammes • Is mobilityseenaspartofeverydayenergyconsuming behaviour? • In manycases/bydifferent playersnot, which is partoftheproblem • Howimportantaretypes, trendsandvalues? • Very (forwhatmightworkforone „type“ won‘tat all foranother)

21. Conclusions • Segmenting „energy/mobilitystyles“ meansimplementingstate-of-the-art marketresearch • Basis fortargetedactions – socialmarketinginsteadofshotgunapproach • Focus on target groupshardlyreached so far • Backlog in energy/mobilityfield • Spendingsforenergy/mobilityservicescompete with othergoodsandservices • Loadsofmoneyarespenttodevelop new marketinginstrumentsthere (e.g. neuromarketing- emotions!)

22. THX foryourattention! Willy RAIMUND ÖsterreichischeEnergieagentur Austrian Energy Agency — Mariahilfer Straße 136 | 1150 Vienna | Austria Willy.raimund@energyagency.at| www.energyagency.at