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Behavior-Based Energy Efficiency: From Theory into Action
Alexis TroschinetzBehavior Change & Metrics CoordinatorClean Energy Resource Teams
June 12, 2013Class 5 Peer Exchange
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Presentation OutlinePresentation Outline
• What is CERTs?• Behavior Change Science• CERTified Campaigns• Campaign Development• Engaging on Sustainability
www.CleanEnergyResourceTeams.org
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CERTs MissionCERTs Mission
Connecting you and your community to the resources you need to identify and implement community-based clean energy projects
www.CleanEnergyResourceTeams.org
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What Does CERTs Do?What Does CERTs Do?• Host meetings, workshops,
tours, networking sessions• Share case studies and
project planning guides• Connect people to technical
resources and assistance• Provide seed grant funding
& connections to funding opportunities
www.CleanEnergyResourceTeams.org
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Major AccomplishmentsMajor Accomplishments
• Helped Minnesotans save annually over 93 billion BTUs of energy and avoid $1.6 million in energy costs since 2010
• Awarded over $790,000 in seed grants to more than 189 energy projects since 2006
• Impacted 87,700 people through grants, events, and programs since 2009
www.CleanEnergyResourceTeams.org
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Engagement across MNEngagement across MN
Staff: Regional Coordinators and statewide support
Steering Committees: Volunteer governing body for each region
Regional Involvement: Anyone can join, anytime, our efforts to build MN clean energy future.
www.CleanEnergyResourceTeams.org
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Behavior Change ScienceBehavior Change Science
• Applying concepts from social science and psychology fields to understand why we do (or don’t) take action
• Identifying what…– motivates us – stands in the way
www.CleanEnergyResourceTeams.org
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CampaignsCampaigns
www.CleanEnergyResourceTeams.org
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• Pre-Rinse Spray Valves– Manually removes food
before dishwashing– 1.28 GPM vs. 3-5 GPM– Reduce water & energy 60%– Save $410/yr per upgrade– $28 each $68 retail
www.CleanEnergyResourceTeams.org
• Faucet Aerators– Restricts flow at handwashing
sinks– 0.5 & 1.0 GPM vs. 2.2 GPM +– Reduce water & energy up to 75%– Save $100/yr per upgrade– $0.50 each $2.00 retail
CampaignsCampaigns
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Campaign DevelopmentCampaign Development
www.CleanEnergyResourceTeams.org
1
Select Behavior & Audience
2
Identify Barriers & Benefits
3
Develop Strategy
4
Pilot Campaign
5Broadly
Implement & Evaluate Campaign
Based on Community-Based Social Marketing
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Campaign DevelopmentCampaign Development
www.CleanEnergyResourceTeams.org
1
Select Behavior & Audience
2
Identify Barriers & Benefits
3
Develop Strategy
4
Pilot Campaign
5Broadly
Implement & Evaluate Campaign
If a reasonable strategy cannot be created for a given behavior, then
a new behavior should be considered.
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Campaign DevelopmentCampaign Development
www.CleanEnergyResourceTeams.org
1
Select Behavior & Audience
2
Identify Barriers & Benefits
3
Develop Strategy
4
Pilot Campaign
5Broadly
Implement & Evaluate Campaign
If pilot campaign fails, then it will not be successful
at a wide-scale.
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Campaign DevelopmentCampaign Development
www.CleanEnergyResourceTeams.org
1
Select Behavior & Audience
2
Identify Barriers & Benefits
3
Develop Strategy
4
Pilot Campaign
5Broadly
Implement & Evaluate Campaign
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Select Behavior & AudienceSelect Behavior & Audience
• One-time v. repeat• End-state• Non-divisible• Identify target audience(s)
www.CleanEnergyResourceTeams.org
Technical Effectiveness
Impact
Probability
Penetration
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Evaluate Several BehaviorsEvaluate Several Behaviors
www.CleanEnergyResourceTeams.org
Behaviors for Residential Households
Penetration (0-100%)
100 Minus Penetration
Impact (kg per
household per year)
Probability (0-4)
Relative Score or Weight
Rank
Purchase green power 3% → 97 X 8700 X 2.15 = 1,814,385 1
Cold water wash 38% → 62 X 450 X 3.09 = 86,211 3
Increase use of clothes line 8% → 92 X 200 X 3.07 = 56,488 3
Install 10 CFLs 23% → 7 X 700 X 3.03 = 163,317 2
Install low-flow showerhead 61% → 39 X 215 X 2.5 = 20,963 3
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Campaign DevelopmentCampaign Development
www.CleanEnergyResourceTeams.org
1
Select Behavior & Audience
2
Identify Barriers & Benefits
3
Develop Strategy
4
Pilot Campaign
5Broadly
Implement & Evaluate Campaign
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Identify Barriers/BenefitsIdentify Barriers/Benefits
• Research• Observation• Focus Groups• Surveys
– Intercept Surveys
www.CleanEnergyResourceTeams.org
Specific Behavior Barriers Benefits
Encourage
Discourage
What prevents your target audience from engaging in this behavior? What do they find challenging about it?
What does your target audience perceive as the benefit of engaging in this behavior? What do they like about it?
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Campaign DevelopmentCampaign Development
www.CleanEnergyResourceTeams.org
1
Select Behavior & Audience
2
Identify Barriers & Benefits
3
Develop Strategy
4
Pilot Campaign
5Broadly
Implement & Evaluate Campaign
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Develop StrategyDevelop Strategy
• Behavior change tools that alter barriers & benefits:– Attitudes– Branding– Commitment– Communication– Convenience– Education
– Feedback– Framing– Goal Setting– Incentives– Norms– Prompts– Social Diffusion
www.CleanEnergyResourceTeams.org
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Family Energy Face-OffFamily Energy Face-Off
www.CleanEnergyResourceTeams.org
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Family Energy Face-OffFamily Energy Face-Off
www.CleanEnergyResourceTeams.org
Social Norming
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Family Energy Face-OffFamily Energy Face-Off
www.CleanEnergyResourceTeams.org
Social Norming
Social Norming
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Family Energy Face-OffFamily Energy Face-Off
www.CleanEnergyResourceTeams.org
Other Action Lists for:– Cooling– Heating– Overall Home Energy Use– Transportation– Reducing Waste– Water Conservation
Education
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Family Energy Face-OffFamily Energy Face-Off
www.CleanEnergyResourceTeams.org
Goal Setting
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Make A SplashMake A Splash
www.CleanEnergyResourceTeams.org
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Make A SplashMake A Splash
www.CleanEnergyResourceTeams.org
Incentive
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Make A SplashMake A Splash
www.CleanEnergyResourceTeams.org
Incentive
Social Norming
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Make A SplashMake A Splash
www.CleanEnergyResourceTeams.org
Incentive
Education
Social Norming
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Make A SplashMake A Splash
www.CleanEnergyResourceTeams.org
Education Social Norming
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Campaign DevelopmentCampaign Development
www.CleanEnergyResourceTeams.org
1
Select Behavior & Audience
2
Identify Barriers & Benefits
3
Develop Strategy
4
Pilot Campaign
5Broadly
Implement & Evaluate Campaign
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Pilot CampaignPilot Campaign
• Test campaign on a portion of anticipated full audience– Evaluate against a control group
• Do not proceed to full campaign if pilot project failed• Repeat pilot project if significant changes are made to behavior, audience or tools
www.CleanEnergyResourceTeams.org
Make A Splash Lake Street Pilot with Jill Curran, Energy Smart
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Campaign DevelopmentCampaign Development
www.CleanEnergyResourceTeams.org
1
Select Behavior & Audience
2
Identify Barriers & Benefits
3
Develop Strategy
4
Pilot Campaign
5Broadly
Implement & Evaluate Campaign
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Campaign ImplementationCampaign Implementation
• Do not stray from successful pilot• Evaluate with metrics:
– behavior change → participants, actions, devices– resource use → energy savings (BTUs, kWh, therms)– resource quality → renewable energy, energy shifting
• Reflect on lessons learned, successes throughout
www.CleanEnergyResourceTeams.org
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Campaign Development … a process within a process …
Campaign Development … a process within a process …
www.CleanEnergyResourceTeams.org
Staff Skill Set & Interests
Technical Effectiveness
Impact
Probability
Penetration
CERTs Mission / Strategy
Alignment
Technical Effectiveness
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Engaging on SustainabilityEngaging on Sustainability
• Encourage engagement from various levels:– Keep people informed of top-down decisions– Receive, respond and incorporate feedback from all people
www.CleanEnergyResourceTeams.org
Grass Roots Action
Management Commitment
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Engaging on SustainabilityEngaging on Sustainability
• Welcome engagement at various level and through various approaches– Action-oriented – waste audit, bulb removal– Survey– Committee– Feedback / Idea submittal form
• Keep it local & relevant– Champions / Metrics Leaders
www.CleanEnergyResourceTeams.org
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For More InformationFor More Information
www.CleanEnergyResourceTeams.org
Alexis TroschinetzBehavior Change &
Metrics [email protected]
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Office Energy SavingsOffice Energy Savings
“Engineered”• Lighting Inventory• Switched coffee and
water service• 7-day timers on select
equipment /appliances• Eliminate individual
heaters & adjusted HVAC
0
10000
20000
30000
40000
Office Equipment Lighting
An
nu
al
Ele
ctr
icit
y U
se
(k
Wh
)
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Office Energy SavingsOffice Energy Savings
Turtle Tank• 660 W bulb 24/7• 20% of all lighting
energy use
• Switched to a 16 W warming pad
• Reduced use of 660 W• Reduced entire office
energy use by 9%
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Office Energy SavingsOffice Energy Savings
Behavior• Unplug/turn off equipment between uses:
– Large infrequently used printer– Shredder– Binder– Stapler– Samples Refrigerator
• Relocate power strips on top of desk with all computer appurtenances plugged into it
• Run dishwasher M, W, F or only when full & air-dry