1.Energy efficiency marketingbest practicePhil BeardmoreLocalise West Midlands

2. Localise West Midlands A not-for-profit think-tank, campaigngroup and consultancy, which promoteslocalisation for social, environmental andeconomic benefit Developed the Green New Deal modelwith Encraft for Birmingham City Council now Birmingham Energy Savers Action research projects Using a GreenDeal approach to tackle fuel poverty,Green Deal Opportunities for SocialEnterprise www.localisewestmidlands.org.uk www.twitter.com/localisewm 3. Watch your meters Watch your meters 4. Homes behaving badly meet Dave Meet Dave 5. The adoption cycle 6. The energy saving adoption cycleLoft/cavity Condensing insulation boilersPV Solid wall insulation 7. Does AIDA apply to energy saving?Attention Interest Desire Action80% of factors influencingenvironmental behaviour do notstem from knowledge or awareness(Blake, 1998 the Value Action Gap)The remaining 80% stem frombehavioural psychology 8. Defra Climate Challenge Fund 9. Defra Climate Challenge FundBenson School - Tomorrows Climate, Todays Challenge 10. Defra & environmental segmentation 11. Chris Rose and Values Modes 12. MINDSPACE A checklist of non-coercive behavioural influences (Cabinet Office, 2010) Messenger we are heavily influenced by who communicates information Incentives our responses to incentives are shaped by predictable mental shortcuts such as avoiding loss Norms - we are strongly influenced by what others do 13. MINDSPACE Defaults we go with the flow of pre-setoptions Salience our attention is drawn to what isnovel and what seems relevant to us Priming our acts are often influenced by sub-conscious cues Affect our emotional associations powerfullyshape our actions 14. MINDSPACECommitments - we seek to be consistent withour public promises, and reciprocate actsEgo we act in ways that make us feel betterabout ourselves 15. Does nudge economics apply? 16. Does nudge economics apply? 17. DECC Green Deal Consumer ResearchUNPROMPTEDRESPONSENot wasting energy 14%Lower energy bills 20%Saving money 18%Warmer/more comfortable 14%homeLower carbon 7%emissions/better forenvironmentOthers 27% 18. DECC Green Deal Consumer ResearchUNPROMPTED RESPONSEPROMPTED RESPONSENot wasting energy 14% Not wasting energy 37%Lower energy bills 20% Lower energy bills 67%Saving money 18% Spread payments18%Warmer/more comfortable14% Warmer/more comfortable46%home homeLower carbon 7%Lower carbon 24%emissions/better for emissions/better forenvironmentenvironmentOthers 27% Increase property value17% Make property easier to sell 11% Installations less expensive 4%GfK NOP / DECC, April 2011 than I thought 19. Defra Greener Living Fund Phone Coop - 150 members saved 52tonnes of CO2 (0.35 tonnes per person)plus 2.1 tonnes of waste diverted from Total Coverage - 49 members saved 26landfill tonnes of CO2 (0.53 tonnes per person) plus 1 tonne of waste diverted from landfill 20. Green Streets British Gas 21. Challenge 100 E.ON 22. Affinity Sutton 23. Old Home, Superhome 24. Social media 25. Social media 26. Smart phones 27. DECC LEAF projects 28. Eco Teams 29. Stay Warm, Stay Well in Birmingham 30. ConclusionsLearn from theories such as MINDSPACELearn from good practice e.g. LEAF projects, StayWarm Stay WellWe need a strategic approach to community marketing not a race to the bottomBirmingham is already a leader on communitymarketing and behaviour change as well ascarbon saving, BES can become a centre ofexcellence 31. Phil Beardmorephilbeardmore@virginmedia.comwww.twitter.com/philbeardmore