We held our second IEA DSM Task 24 Behaviour Changer workshop in Toronto in October 2015.

1. IEA DSM Task 24
Phases I and II
Dr Sea Rotmann
Operating Agent Task 24
Toronto UHN Workshop, October 26, 2015

2. Today’s Agenda
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• Introductions: Describe a normal, a great and a
terrible day at work
• Introduction to Task 24: quick overview
• BMO contexts: Go through context exercise, find 3
top behaviours
• Issues Exercise: Greatest potential, risk, co-benefits
• Top Issue BCF: Write down mandates etc, roleplay
• Design Intervention: Right people in the room?
Relationships with BMOs? Bombs? Tools?
Measures?

3. A word from Kady Cowan
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• Remember 2007?

4. IEA DSM Task 24
Phase I
Closing the Loop – Behaviour Change in DSM: From
Theory to Practice

5. What is Task 24?
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• Reputable: International Energy Agency
• Global: 1st & only global research task on behaviour
• Holistic: all fuels, sectors and domains
• All-encompassing: Truly inter- and multi-disciplinary
• Collaborative: marrying top-down with bottom-up
• Practical: Bringing theory into real-life interventions
• Creative and fun: uses storytelling, social media,
cartoons, films etc
• And just a little bit crazy…

6. Who is Dr Sea?
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7. Our audience: Behaviour Changers
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Government
Industr
y
Researcher
s
The Third Sector
Middle Actors

8. Subtask 1 – What is behaviour?
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Energy behaviour refers to all human actions that affect the way that fuels
(electricity, gas, petroleum, coal, etc) are used to achieve desired
services, including the acquisition or disposal of energy-related
technologies and materials, the ways in which these are used, and the
mental processes that relate to these actions.
Behaviour Change in the context of this Task thus refers to any changes
in said human actions which were directly or indirectly influenced by a
variety of interventions (e.g. legislation, regulation, incentives, subsidies,
information campaigns, peer pressure etc.) aimed at fulfilling specific
behaviour change outcomes. These outcomes can include any changes
in energy efficiency, total energy consumption, energy technology uptake
or demand management but should be identified and specified by the
Behaviour Changer designing the intervention for the purpose of outcome
evaluation.
BEHAVIOUR IS
EVERYTHING!

9. Subtask 1 – What is behaviour?
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persistence
“unfrozen”
half-yearlyyearly
Conscious, or well-considered action
Once in a lifetime
Active information-seeking
monthlyrarely
Little information-seeking
Hardly thinking – taking action
Habitualised routinesOnce-off
“frozen”
consciousness
frequency
weekly daily
cookinggroceriesholidayingChoosing
energy supplier
Buying a
car
Buying a
house

10. So… what’s the moral of the story of Task 24?
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• There is no silver bullet anywhere but the potential remains huge
• Homo economicus doesn’t exist (in energy humans)
• Habits are the most difficult thing to break, though it’s easiest during
moments of change
• There is no such thing as individual energy use
• The old ways aren’t working but we need to go bigger, not smaller
• We need to look at whole-system, societal change
• This can’t be done in isolation by one sector - collaboration is key
• Relationships and face-to-face meetings are key
• It’s hard to find the right Behaviour Changers and break down the silos
• Everyone has a piece of the puzzle but we can’t see the whole picture
yet
• We need a shared learning and collaboration platform that works
• We also need a shared language based on narratives
• We need to take people with us on this journey and co-create, not preach
 It’s all about the people!

11. IEA DSM Task 24
Phase II
Helping the Behaviour Changers

12. Task 24 – Phase II
Objective in a tweet (or two)
To develop, in collaboration with the Behaviour Changers, a
toolbox of practical interventions that works for their specific
DSM issues, contexts (sectoral and national), mandates and
needs. We also aim to extract cohesive, overarching themes
to tell a coherent international story.

13. Task 24 – Phase II
How it all fits together (with Phase I)
What?
Subtask 6
‘The Issues’
Who?
Subtask 7
‘The People’
How?
Subtask 8
‘The Tools’
Why?
Subtask 9
‘The
Measure’
So
what?
Subtask 10
‘The Story’
Subtask 1
Subtask 2
Subtask 4 Subtask 5
Subtask 1
Subtask 4 Subtask 3

14. Task 24 Phase II
The Energy System
How does it look like
now?
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15. The way we currently look at the Energy System
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whole-system view which puts human needs, behaviours and (ir)rationalities at the center of
interventions geared at system change. Instead, if we look at the Energy System through the
human lens (Figure 2), we can see that it isn’t necessarily this top-down/left-right linear
realtionship starting with supply and ending with the end user, but rather a circular relationship
which actually starts with the end user need for an energy service (click here for a short video
presentation explaining this in more detail).
Figure 1. Current, linear way of looking at the energy system (starting with supply)
eetd.lbl.gov
T
O
P
D
O
W
N
SUPPLY ! TRANSMISSION & DISTRIBUTION ! TECHNOLOGY ! USER

16. Another way we could look at the Energy System
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17. Task 24 view of the Energy System
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We pose that the Energy System begins
and ends with the human need for the
services derived from energy (warmth,
comfort, entertainment, mobility, hygiene,
safety etc) and that behavioural
interventions using technology, market
and business models and changes to
supply and delivery of energy are the all-
important means to that end.

18. Task 24 Phase II
Subtask 6 – Understanding the
Behaviour Changers’ Practices
and Priorities “The Issues”
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Deciding on the issue
to focus on for
this workshop

19. Who is the End User and what are their
needs/opportunities/restrictions?
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Tenants? In single homes or apartment buildings?
Home owners? (single or apartment) ?
Office workers in a large commercial building?
Retail workers in smaller retail buildings?
Landlords? Private or large-scale? Social housing?
Commercial?
Building Management Operators? Office or eg hospitals?
Smart meter/feedback/EE technology installers or
developers?
Drivers? Truck or private vehicle? Behaviour or Mode
Switching?
Freight companies? Behaviour or technology switching?
SMEs? Which sector? CEOs or energy managers/CFOs?
Who else could it be?
g at the energy system (starting with supply)
DISTRIBUTION ! TECHNOLOGY ! USER

20. What are your top energy efficiency/conservation Issues?
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• Technology: Chillers? HVAC? Lighting? Etc
• Behaviour: Documentation? Responding to
Alarms? Training/Mentoring? Etc
• Combination: Procurement? Commissioning?
Etc
Choose one for our exercise

21. Multiple
Benefits?
What are the potentials, risks and (multiple) benefits for the
Top DSM Issue?
Political (actual) potential
Social
Potential
Economic
Potential
Technical
potential
RISKS?
Multiple
Benefits?
Multiple
Benefits?

22. Task 24 Phase II
Subtask 7 - The Behaviour
Changer Framework “The
People”
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A new way of
visualising the energy
system

23. The Behaviour Changers – fill in your sheets
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The Decisionmaker/s
The Provider/s
The Expert/s
The Conscience
The Middle Actor/s

24. A model for collaboration
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Collective impact = the commitment of a group of important actors
from different sectors to a common agenda for solving a specific
social problem.

25. For more information, visit www.ieadsm.org

26. For more information, visit www.ieadsm.org