The Big Switch Energy Efficiency and Behaviour Change

1. 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

2. ‘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

3. The importance of energy • Life expectancy • Quality of life • Standard of living • Freedom and Choice

4. Energy Matters New sources required ... World Demand increasing... Massive investment necessary Still primarily fossil fuels Greenhouse gas emissions Most new energy from outside OECD Energy the main source Security of supply? From World Energy Outlook 2008 and Mackay ‘Sustainable Energy without the hot Air’

5. Climate Matters Global temperatures have risen CO2 has increased dramatically CO2 is still increasing 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

6. Consensus view CO2 causes warming: but climate complexity fuels debate

7. 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

8. What will change - resources

9. 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

10. 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 ‘

11. Awareness of personal impact on carbon will grow 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 0.065 10 2.8 5 0.26 =8 0.26 =8 0.71 7 500 2 1100 1 120 3 3.4 4 1.4 6

12. 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

13. Climate Minister launched a government report; “Energy Efficiency: The Untapped Business Opportunity” Energy efficiency – example of an 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

14. Building efficiency a good place to start

15. 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 – Energy usage 24 hours Making a building sustainable Data Technology People • 2. Optimise the technical system • Review technology, plant and how its managed • 3. Optimise the social system • Attitudes and behaviours

16. We are still seeing this ... • 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

17. Steam leaks ...

18. Unlagged pipes ...

19. 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

20. 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

21. Question: How do people influence energy consumption and efficiency in a building?

22. Example: Don’t realise the impact

23. Example: Don’t bother to take action

24. Example: Can’t persuade others it matters

25. Example: Sabotage to make things easier

26. Example: Don’t realise consequences

27. Barriers and Enablers to change • 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

28. Developing awareness is critical ... Source : BPS Going Green Survey 2010

29. Awareness is the starting point for behavioural change – Prochaska Model 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 • Where are you on this model?

30. 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

31. 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?

32. Thank You