day 5 - microsoft · you should have a solid understanding of public opinion before you design a...

© OECD/IEA 2018

#energyefficientworld

Day 5Strategies to support energy efficiency goals

Mel Slade, Energy Efficiency in Emerging Economies, IEA

Jakarta, 20 July 2018Materials produced in collaboration with Heather Worley, Senior Operations

Officer, Energy Global Practice, World Bank Group

© OECD/IEA 2018

Overview of the Day

• Feedback from the workstreams

• Energy efficient prosperity

• Communications strategies

• Group exercise on objectives, policy packages and campaigns

• Closing remarks and presentation of certificates

© OECD/IEA 2018

What are the priorities by stream?

• Purpose of this discussion:

- What are the priority areas in each stream?

- What are the common areas that countries would

like to work on?

- What are the synergies and potential areas for

collaboration between countries and regions?

- In which areas it is easiest / most feasible to

achieve progress in the short term?

• Move into streams

• Stream discussion – 10 minutes

• Report back – 5 minutes per stream

© OECD/IEA 2018


Energy Efficient ProsperityStrategies to support energy efficiency goals


Jakarta, 20 July 2018

Day 5

Materials produced in collaboration with Heather Worley, Senior Operations Officer, Energy Global Practice, World Bank Group

© OECD/IEA 2018

Asia is becoming the centre of the global energy system

Southeast Asia, India and China account for almost 60% of the global increase by 2040

In Southeast Asia energy demand is expected to double

Change in primary energy demand to 2040 (Mtoe)

1 005

India 420

SoutheastAsia

790China

United States-30

Japan-50

Europe-280

320Latin

America

485

Africa

135

Eurasia

485MiddleEast

Share of global growth 2016-2040

11%

21%

26%

13%

13%

8%

3% 5%

Southeast Asia

China

India

Middle East

Africa

Latin AmericaEurasia

Other

Source: World Energy Outlook Special Report: Southeast Asia Energy Outlook 2017

© OECD/IEA 2018

Energy efficiency has reduced global energy use

Without energy efficiency the world would have used just over 12% more energy in 2017, equivalent to

the entire energy use of the European Union

Global final energy consumption with and without efficiency improvements

© OECD/IEA 2018

Global energy intensity improvements are slowing

Preliminary estimates are that global energy intensity improved by 1.7% in 2017, compared to 2.6%

improvement in 2015. Annual rates of improvement must rise to 3.2% for a more sustainable world

Average annual change in energy intensity

© OECD/IEA 2018

Policies of the past drive progress of today

The amount of global energy use covered by mandatory efficiency policies grew in 2016, but 68% of

energy use remains uncovered. We owe the efficiency gains of today to the policies of the past.

0% 10% 20% 30% 40% 50% 60% 70% 80%

WORLD TOTAL

Trucks

Appliances

Space heating

Electric motors

Cars

Lighting

Share of global energy use covered by mandatory efficiency policies, 2016

© OECD/IEA 2018

Policy progress varies across countries

The IEA Efficiency Policy Progress Index reveals where policy progress is strongest and shows that most

progress has been made since 2010, particularly in China.

IEA Efficiency Policy Progress Index (EPPI), 2000-2016

0

2

4

6

8

10

12

2016

2011-15

2000-10

© OECD/IEA 2018

Energy efficient prosperity

© OECD/IEA 2018

The need for imports in Southeast Asia is growing

By 2040, Southeast Asia will be a net importer of all fossil fuels,

and the import bill is expected to exceed $300 billion

100

200

300

400

500

2000 2016 2025 2040

Production Demand

Coal (Mtce)

2

4

6

8

2000 2016 2025 2040

Oil (mb/d)

50

100

150

200

250

300

2000 2016 2025 2040

Gas (bcm)

Fossil fuel production and demand in Southeast Asia to 2040

Source: World Energy Outlook Special Report: Southeast Asia Energy Outlook 2017

© OECD/IEA 2018

Energy efficiency reduces the cost of increasing energy access

The use of efficient appliances reduces the amount of energy required to meet demand for energy

services, reducing the cost of improving energy access

100

200

300

400

500

600

With standardappliances

With very efficientappliances

Do

llars

per

ye

ar (

20

16

)

Appliances

Supply

Cost of providing electricity access through off-grid solar PV, with and without efficient appliances, 2030

Increase inappliances cost

Decrease in system cost

Source: Energy Access Outlook 2017

4 lightbulbsa television a fana mobile phone charger a refrigerator

© OECD/IEA 2018

Energy Efficiency can drive industry development

The introduction of product efficiency standards in Thailand has increased the market for efficient

products, leading to greater production and export value

2,000

4,000

6,000

8,000

10,000

2011 2012 2013 2014 2015

Production quantity (thousand units)

Air Conditioner Refrigerator Electric Fan

1,000

1,500

2,000

2,500

3,000

3,500

4,000

2011 2012 2013 2014 2015

Export value (USD millions)

Thailand production quantity and export value (2011- 2015)

Source: Hengrasmee (2016)

© OECD/IEA 2018

Energy efficiency can drive markets for new products

Falling LED prices boosted global investment to $6 billion and

generated incremental annual savings of 140 TWh

0

20

40

60

80

100

120

140

160

0

10

20

30

40

50

60

70

80

2010 2011 2012 2013 2014 2015 2016

Annual energysavings

(right axis)

United States

IndiaUSD TWh

Price (left axis)

Global annual energy savings from efficient lighting and LED bulb prices

© OECD/IEA 2018

Multiple benefits of India’s UJALA programme

UJALA ≡ Affordable LEDs and Appliances for All

0

1

2

3

4

5

6

UJALA - kWh

saved

Typical coal

plant - kWh

generated

INR

/ k

Wh

r

Wiser investment – less

than 50%

0

100

200

300

400

500

600

700

800

900

2008 2012

INR

/ u

nit

Reduction of market

prices for LED – 4-fold

reduction in 4 years

Jobs:

Employment for

35,000 people

Avoided

Emissions:

3 million tonnes of CO₂ a year or 2.7

million cars taken

off the roads

© OECD/IEA 2018

Energy Efficient Prosperity: Safety

Improved lighting has improved safety

Better light quality

Less energy use

Poor visibility

More energy use

Source: APEC, 2011 - Survey Report and Best Practice Guide for LED Street and Outdoor Lighting

© OECD/IEA 2018

Energy Efficient Prosperity: Reduced air pollution

© OECD/IEA 2018

Energy Efficient Prosperity: Improved health

• Air pollution is the fourth largest risk to human health

• 3.5 million premature deaths are linked to energy poverty due to the use of biomass for cooking and kerosene for lighting

• 3 million premature deaths are linked to outdoor air pollution, mostly in cities

Source: World Energy Outlook Special Report on Energy and Air Pollution, IEA 2016

© OECD/IEA 2018

Energy Efficient Prosperity

Doing more

© OECD/IEA 2018

Energy efficiency as an enabler?

© OECD/IEA 2018

www.iea.org#energyefficientworld

© OECD/IEA 2018


CommunicationStrategies to support energy efficiency goals


Jakarta, 20 July 2018

Day 5

Materials produced in collaboration with Heather Worley, Senior Operations Officer, Energy Global Practice, World Bank Group

© OECD/IEA 2018

Designing and Implementing a Strategy

• Conduct opinion research (what does our audience think/feel?)

• Determine objectives (what do we want our audience to think/do?)

• Design compelling messages (what do we want people to know/feel?)

• Identify optimal channels (where do people get trusted information?)

• Assign spokespeople (who is a credible deliverer of our messages?)

• Design a plan (roles, responsibilities, timeline, resources, tactics)

• Set measurable goals (how will we know if we are succeeding?)

© OECD/IEA 2018

Conduct opinion researchWhat does our audience think/feel?

© OECD/IEA 2018

What does our audience think about energy efficiency?

You should have a solid understanding of public opinion before you design a communication strategy

• Opinion surveys

• In-depth interviews

• Focus groups

• Literature and media review

• Stakeholder mapping

• Desk review of other agencies’ opinion research

© OECD/IEA 2018

What should the government address?

• Energy Issues

• Poverty

• High Prices

• Environmental issues

• Jobs and Unemployment

• Education

• Crime

• Health Care

• Corruption

Which of the following concerns are the most important for the government to address?

© OECD/IEA 2018

%

5

6

11

12

15

25

34

40

46

0 10 20 30 40 50

Environmental issues

Education

Crime

Health care

Energy issues

Poverty

Corruption

High prices

Jobs and unemployment

Example: Employment and high prices are top concerns

© OECD/IEA 2018

Energy sector concerns

• The stealing of electricity by the

public

• The public’s lack of energy-saving

efforts

• Reliability of electricity supply

• Privatisation of energy

• Lack of renewable energy use

• High energy prices

• Corruption within the energy sector

• Air pollution caused by using coal

Below is a list of concerns that some people may have about the energy sector. Which two of these concern you the most?

© OECD/IEA 2018

3

3

13

16

16

22

25

56

0 20 40 60

Lack of renewable energy use

The public's lack of energy-saving efforts

Privatisation of energy companies

Reliability of electricity supply

The stealing of electricity by the public

Air pollution caused by using coal

Corruption within the energy sector

High energy prices (country without subsidies)

Example: Prices dominate energy concerns

© OECD/IEA 2018

Research Shows

• Understanding what motivates people and drives their behaviour is

central to successful policy-making

• People will work harder to reinforce their existing positions than they will to

change their minds

• People place more weight on the short-term than on the long-term

effects of their decisions

• When people have something to lose they are more inclined to do

something to prevent the loss

• Social incentives can be as effective as economic incentives

© OECD/IEA 2018

Determine objectivesWhat do we want our audience to think/do?

© OECD/IEA 2018

What do we want our audience to think/do differently?

• Objectives should be specific, achievable, and measurable

• Agreement should be reached among agencies about goals

• One year from now what type of behaviour would we like to see?

© OECD/IEA 2018

Thailand’s 5-star labelling

https://www.youtube.com/watch?v=AlvzAUYOk7U

© OECD/IEA 2018

Group activity

• What is the objective?

• Who is the target?

© OECD/IEA 2018

What do we want our audience to think/do differently?

• Turn things off when they are not being used?

• Buy more efficient appliances?

• Use the washing machine during the night?

• Turn off air conditioners at peak times?

© OECD/IEA 2018

Peaksmart

https://youtu.be/fQQYNMofG5w

https://youtu.be/fQQYNMofG5w

© OECD/IEA 2018

Design compelling messagesWhat do we want people to know/feel?

© OECD/IEA 2018

Example: India

https://www.youtube.com/watch?v=fJxpyqN1SPg

https://www.youtube.com/watch?v=fJxpyqN1SPg

© OECD/IEA 2018

Group activity

• What are the key messages?


• What principles do they appeal to?

© OECD/IEA 2018

What do we want people to know/feel?

• Develop clear, concise messages that are relevant to people’s lives

• Messages should be relevant, unique, and reinforcing

• Appeal to principles – equality, individualism, ideals about government,

patriotism, frugality

• Source credibility and trust are key to receptivity – your choice of

spokesperson can make or break a campaign

© OECD/IEA 2018

Example: Philippines

https://www.youtube.com/watch?v=Sw01EezJb_w&feature=youtu.be

https://www.youtube.com/watch?v=Sw01EezJb_w&feature=youtu.be

© OECD/IEA 2018

Example of Slogans

• Use your wits – save your Watts!

• You have the Power!

• Lead by example

• There’s no excuse with energy misuse

© OECD/IEA 2018

Message Checklist

One of the worst things about having access to a lot of information is that we’re tempted to share it all.

Simple

Concrete

Credible

Emotional

Story telling

© OECD/IEA 2018

What is the main source of information for news?

• Word of Mouth

• Newspaper & Magazine

• Radio

• Television

• Internet

© OECD/IEA 2018

Changing landscape for advertising

0

10

20

30

40

50

60

70

80

90

100

Eastern Europe Middle East Asia Latin America Africa

What do you use internet for?

Socializing

Get political/health news

Get government info

Career

Pew Research Center – Online Activities in Emerging and Developing Nations

© OECD/IEA 2018

Mobile Phones: QR Based Labelling, China

QR system helps consumer to understand what the label means and is also a platform for

manufacturers and testers

© OECD/IEA 2018

Design and plan

• Be opportunistic and creative

• Plan high-impact communications activities

• Disciplined implementation is critical

- Clear definition of roles and responsibilities

- Clear and defined timeline and resourcing

• It’s easy to write a communications strategy that looks persuasive on

paper but implementing the strategy is a very different task and requires

consistent attention

• Assess progress and changing circumstances regularly, don’t be afraid to

tweak as necessary

© OECD/IEA 2018

Set measurable goals

• Test awareness levels during survey or focus groups

• Identify indicators before you begin implementing the strategy (appliances sold, insulated homes, visits to energy efficiency website, amount of energy used)

• Outcomes: what happened as a result of what you did? Are people changing their behaviour?

• Outputs: actions that have been taken by your communications team, events held, tactical activities.

• Revisit your research: have opinions changed? Conduct a second survey after the campaign to (1) re-measure awareness levels; (2) track exposure to messages; (3) determine the reach and influence of your communication strategy

© OECD/IEA 2018

A communications strategy is a process

• Requires an up-to-date understanding of public opinion and

stakeholders’ needs

• Requires prioritisation and choices

• May have informational and attitudinal goals that require specific

compelling messages

• May change along the way if political circumstances change, requires a

nimble team

day 5 - microsoft · you should have a solid understanding of public opinion before you design a...

Documents