Heather GreerNRL IRELAND

11 February 2009

POSSIBLE COURSE FOR FUTURE OF BEHAVIOUR CHANGE IN EUROPE

As we have already seen:

•The BEHAVE Project results are revealing

•Since 2000, we see positive changes in (best) practice (‘best’ assuming the chosen cases do represent best practice)

•But there is still a loooooong way to go!

The BEHAVE Project

• Little evidence of a truly multi-disciplinary approach – psychologists, social psychologists, sociologists, economists, business…

•Little evidence of lessons from other sectors

•Little evidence of integrated, multi-pronged approaches to behaviour change

•Little evidence of a deliberate accumulation of knowledge and wisdom, even within individual implementing bodies

We see…

• Little evidence of synergy between behaviour change programmes, even within the energy field; little evidence of synergy between Member States

•Apart from projects like this, and work done by bodies like EnR, almost no ongoing opportunity to share experiences and ‘learnings’ between Member States

•Little evidence that many programmes result in real/significant/durable results! Or cost-effective ones!

We see… (Contd)

We [Member States, agencies] still tend to do it alone and in isolation from others and from past lessons…..

…..And compared with behaviour change programmes in other sectors, we probably do it rather badly.

The reality is that, in general…..

•The US “Got Milk” advertising campaign ran over five years, cost $100M, and showed zero

increase in milk consumption!

•Florida’s first “TRUTH” anti-smoking campaign, designed/implemented with multi-disciplinary, scientific, research-based approaches, reduced teenage smoking by a

fifth in one year!

Two contrasting examples from other sectors

We [Member States, agencies] still tend to do it alone and in isolation from others and from past lessons…..

…..And compared with behaviour change programmes in other sectors, we probably do it rather badly.

Yet the need has never been greater

The reality is that, in general…..

How could we in Europe

get smarter about all of

this?

Take energy-related behaviour change seriously, at the European level

•Address common E-RBC needs/objectives via some Europe-wide behaviour change programmes, seeing these as action research from which we:

Build a shared body of knowledgeLearn about similarities and differences

The time has come to…

A virtual EU Centre of Excellence – a European Centre for Energy-Related Behaviour Change

[A shared initiative by the Member States and the European Commission?]

How might we achieve this?

•Assemble a body of knowledge of relevant theory, practice, experiences and tools, across disciplines•Facilitate use of this knowledge by MSs and EU in programmes and projects, including EU-wide•Undertake research•Analyse funds/resources currently allocated to behaviour change across EU, identifying common/ shared concerns and objectives; identify synergies•Coordinate pan-European projects on shared issues (e.g. Smart Meters; Building Energy Rating)•Build knowledge of cultural/social/other factors to be taken into account in EU level programmes

What would such a Centre do?

•Provide expert resources to help in developing truly effective behaviour change projects/programmes•Educate, inform, promote via website, publications (Journal?), events, seminars/training•Promote the view that almost all aspects of energy efficiency/conservation, and of new energy systems/ technologies, have a consumer dimension; and…

•…Highlight the importance of effective behaviour change in energy…. Create greater visibility for behaviour change in national and EU energy research programmes

What would such a Centre do? (Contd)

• Identify/analyse socio-economic-cultural factors, across Europe•Identify and apply relevant/innovative segmentation methods•Innovative approaches that funadamentally alter behaviour (commitment…identity?)•Technical-behavioural interfaces (an ethnomethodology of energy use?)•Integrating impact evaluation into behaviour change programmes

Some possible research projects

•Over 20 years, I’ve seen much that is useless and little that is effective

•I’ve seen lessons learnt, forgotten, and then learnt again… and again…

•I’ve seen little real focus on the consumer, other than as window-dressing

We cannot allow that to continue!

A personal view

Heather GreerNRL IRELAND

11 February 2009

POSSIBLE COURSE FOR FUTURE OF BEHAVIOUR CHANGE IN EUROPE