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SB11 - Ascentium - Pamela Wellner
1. Driving Behavior Change to Scale: Best Practices from the Field of Energy Management Pamela Wellner Ascentium
2. Driving Behavior Change to Scale: Best Practices from the Field of Energy Management June 9, 2011 Sustainable Brands ’11 Pamela Wellner, Sr. Marketing Strategist A Digital Agency
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4. A comprehensive national focus on energy efficiency could yield energy savings of $1.2 trillion off an investment of $520 billion (McKinsey & Co)
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6. Marketing Challenges Energy and energy savings are invisible Stated motivations of saving money and the environment rank high but don't spur action Consumers don’t understand consequences of their energy consumption and the impact of individual or household energy savings Energy efficiency/conservation actions are viewed as inconvenient Energy efficiency requires a financial investment Consumers are less interested in the energy industry than in any other sector
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8. American Council for Energy Efficient Economy: Advanced Metering Initiatives and Residential Feedback Programs: A Meta-review for Household Electricity-Saving Opportunities, June 2010
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10. Efficiency 2.0, SilverSpring Network, Green Energy Agents Overcome the Challenges and Barriers by Making energy use visible and comprehensible Providing clear and concise information on range, cost and ease of energy saving actions Personalizing energy saving actions Explaining the pay off of taking action, monetarily and with carbon reduction Helping to set goals and measuring progress Providing frequent prompts to take action Explaining finance options Acknowledging and rewarding engagement and action
11. Continued: Increasing self efficacy by showing the results of collective action Using peer-to-peer comparisons Targeting program to customers with greatest propensity for action Tailoring message to audience segments based on attitudes and values Delivering messages through trusted sources and through innovative & varied channels Creating a social experience with peers and community Creating a social platform to share insights and energy saving actions
12. Driving Behavior Change to Scale: Best Practices from the Field of Energy Management Eric Dresselhuys EVP June 9, 2011
13. Building a Smarter Grid Connects Devices that Generate / Distribute / Consume / Monitor Energy Internet for Energy Utility Operation Smart Grid Devices Residential Devices Commercial & Industrial Devices Multiple applications Millions of endpoints Open, IPv6, secure
14. Consumer Benefits More accurate billing Environmental benefits Lower bills as a result of shifting energy usage Increased personal privacy due to the absence of a meter reader Increased reliability due to modernized grid Consumer Concerns Higher bills Elimination of jobs Accuracy Privacy Health risks Utility Benefits More efficient operations Faster response to outages More reliable infrastructure Environmental benefits Reduced dependence on fossil fuels What Do Stakeholders Care About?
66. Customer Engagement – Getting it Right Stories from the Real World Broad-based smart grid programs Substantial DR pilots – HAN devices, portal, TOU rates Multi-channel communications – print, TV, web, community events
70. Design rates to reflect true costs– minimizing any subsidies A customer-centric approach to Demand Response
71. Study Facts and Highlights Delivering Results Design: Split across two dynamic rate plans Given various types of enabling technologies 3000+ smart meter customers VPP TOU Results: 57% 11%-33% 98% Maximum peak demand reduction Average peak energy reduction Customers that saved money compared to standard rate plan
79. Only 49 out of 2,350 customers needed “best bill guarantee”Bill Analysis
80. Consumer First Energy Efficiency Programs Prepared for Sustainable Brands 2011 This document is CONFIDENTIAL and for discussion purposes only. The recipient and its affiliates, owners, officers, directors, partners, members and representatives may not publicly disclose the existence of this document or make known any facts related to this document and its terms, other than disclosure to their respective advisers and counsel, without the prior consent of Efficiency 2.0, LLC.
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82. Low to no barriers to entry, including opt-out strategies
84. Leverage Large-Scale Data Analysis to determine total program savings by comparing control and participant groups24
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86. Federal incandescent phase-out limits sustainability of CFL programs, which account for a large percentage of residential electricity savings
87. High consumer barriers for many non-CFL programs, including large investments, complicated paperwork, and limited flexibility
88. Most traditional programs rely heavily on deemed savings evaluation methodologies, which are increasingly contentious and controversial
89. Need for technology-agnostic programs with low barriers to entry, embrace best-practice consumer marketing approaches, and embrace transparent and replicable evaluation protocols25
93. Financial incentives for saving energy Consolidating consumer marketing tactics into behavior-based programs is critical to maximize verified energy savings at the lowest possible cost. 26
128. A Community-First Approach to Energy Efficiency GEA empowers youth groups to raise awareness, save energy and earn money by selling home efficiency products in their communities.
129. The Challenge How Do We….. Help the millions of young people who care about the planet make a difference in their communities? Create a community-scale approach to engaging homeowners in the benefits of energy efficiency? Expand the efforts many communities are making to go green? Offer homeowners across America simple cost-saving ways to make their homes greener and healthier? Harness the enthusiasm of young people and turn them into energy efficiency ambassadors?
135. EE Products For Sale New & improved CFL bulbs Full-size LED light bulbs Vampire slaying power strips Low flow showerheads Aerators for faucets Toilet water savers Basic weather stripping Chimney balloons Seasonal items (LED holiday and solar lawn lights)
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137. Builds job training and leadership skills for youth, and empowers them to make a positive difference in their community.
138. Helps homeowners cut energy costs, and take advantage of local energy efficiency incentives and rebates.
139. Strengthens community by training youth to become effective ambassadors about energy efficiency to their friends and neighbors.
142. Learnings From Racine Pilot Program Having a program spawns creativity Let the science enthrall the youth Young people like to interpret and own the information Selling comes naturally Youth leaders must inspire and not lecture
144. For more information: Celia Canfield, celia@greenenergyagents.org www.greenenergyagents.org Eric Dresselhuys, ericd@silverspringnet.com www.silverspringnet.com Tom Scaramellino, tom@efficiency20.com www.efficiency20.com Pamela Wellner, pamela.wellner@ascentium.com www.acentium.com
Hinweis der Redaktion
Nothing is cleaner than a negawatt, a watt never produced,Fastest energy source to deploy, no transmission and siting issuesGreatest Untapped Energy ResourceCheapest source of energy: From 2000 to 2004, California utilities spent $1.4 billion. The average cost of the electricity saved was 2.9 cents per kilowatt hour. By 2004, the average cost of the efficiency programs had dropped to under 1.4 cents per kilowatt hour, cheaper than any form of new and existing power supply in this country.According to the Most U.S. homes use 20-30% more energy than they actually need
What do we mean by changing energy use behavior
Consumer don’t understand their environmental impact of home energy use, they do get the impact of petroleum use, autosDo consumers have a clear understanding of the impact of electricity consumption on the environment?• Do consumers know how they can optimize their own electricityconsumption?• Do they feel social pressure to do so?• Which organizations do consumers trust to inform and educate themabout actions they can take to optimize electricity consumption?• Are consumers aware of energy efficiencyprograms available to them?• What are the drivers and barriers to adoption of EE&C programs?Electric and gas utlities rank lowest among industry sectors that hold consumer interest, 6% lower than life insurance, competing against travel and consumer electronics, survey did not include enterntainment
1. Most people can't easily identify where energy is used in the home.The majority of people only list active uses of energy such as the TV. or radio that was on, the lights, but were much less likely list things like a refridgerator or building shell leaks. Most people can't easily identify where energy is used in the home. 2. Lack of information, People feel they are doing everything they can because they don't know how they can do more. Although awareness is high but many lack information. For example, they may have changed some incandescent light bulbs to compact florescent ones, but don't realize they can do more because due to the choices of energy saving bulbs, such as dimmable, three ways, ones that be used with motion detectors. 3. There is misinformation about saving energy, e.g., newer appliances are inherently more efficient. Or it is better to leave the computer one because turning it on and off affects it's longevity. 4. Language used by utility or energy experts is different than colloquial use. E.g. Instead of compact fluorescent light bulbs or CFLs, people say energy saving bulbs or the squiggly bulbs. Also many people don't respond to environmental message their motivation may be energy independence. 5. Energy saving actions are clustered with other actions such as bringing reusable bags to shop or driving less. If one is acted up it might be a trade off not to do more at home with energy use. (Marketers can show the cumulative impact of doing both as measurement of green living progress.) 6. People are highly social animals and social norms are vitally important as well as family dynamics. Knowing your neighbor recycles is a big motivation for action, many times more than money savings. Gaining green street cred has become a societal value. People want to be seen doing the right thing and don't want to energy wasters. 7. The messenger is also important, like social media tenets people trust their peers, their community people they share value with for information, more than a utility or the government.
Awareness of the need to save energy is high but knowledge of specific action and taking action needs to increaseHome Energy Reports alone resulted in reducing energy demand by 1.8% on average, with the effectiveness . identifying the households most likely to show large reductions and increase average effectiveness to 6.5% overall.Majority of people want rebates and incentives, so important for these program to work with these offerings.ACEEE:The range is savings is dependent on the feedback including realtime, by appliance level4-12% range varies by the specifc type of feedback, frequency and whether direct (realtime) or indirect (after consumption) whether appliance specific..4%, household specific and personalized.7% web-based energy audits on ongoing basisOver 8% household specific, daily or weekly frequencyOver 9% real time feedback on household12% realtime feedback and down to the appliance/electronic level.
consumer-centric approach is essential to creating and managing customer segmentation, managing channels, enabling emerging channels (such as social media), developing new products, managing campaigns and, delivering a service model that creates and supports a strong consumer experience.Engage and empower consumers to manage their energy use87% of Americans say they want utilities to suggest ways to reduce energy (ecoAlign)Over 80% a very receptive to being able to view their energy use in detail and majority thing that the smart grid will improve their energy experience.Many people like online communication but also like a personal touch either by phone or in person, in home energy assessment
Segmentation: environmental message resonate with some and not others, energy independence will resonate. Saving money and not wasting energy or money can be a strong driver across segments.Majority of people prefer email or online communication but also favor personal communication through telephone or in person such as in home energy assessmentIOWA competition between 5 towns. Goal was to reduce GHG emissions but using global warming/ climate change is messaging was not used because issue had become politicized, Competition usedmessages that resonated: patriotism (not relying on foreign energy sources), frugality (saving money on utility bills), and civic pride (winning the competition).Competition: The combined use of these motivators yielded involvement with over 11,000 people . Over 6 million kilowatt hours of energy were saved during the yearlong event and an additional 7 million kilowatt hours of futburesavings were put in place. Overall energy savings in the victorious community were over 5 percent.The Kansas competition is now in its second year and has grown to include 16 communities.community building and stewardship than energy and the environmentPeople want to share the ways they save energy which many times are not the prescribe d ways, such as grilling out on hot nights. Baking during cold nights, lighting occupancy sensors.How the following companies: break down the barrier and educate, engage, empower people to save energy
their homes greener this year!
There are over 250,000 congregations in America with Active Youth Groups – Gallup Poll 2008; American Congregations Report, 2008According to the latest American Express Spending & Saving Tracker, 64% of homeowners say they are going to invest in renovations this year, and a third of them are going to invest in green improvements..(from Treehugger) ...this means over 20 million homes are looking for a ways to make greener solucions this year
40% of Americans attend 335,000 houses of worship94% of congregations perform community service78% of them have organized youth groups
