People hate saving energy, but they love saving money. Greencubator's Roman Zinchenko shares how designing behavioral changes, peer pressure, psychological hacks, collaborative consumption and standing up agains the energy monopolies help combatting climate change and allow energy saving.

1. Energy Policy 2.0
designing behavioral changes
for energy efficiency

2. connecting energy talents
innovate for
climate and sustainability
push
the energy frontier
empower
energy innovators
spread
the story
connect
the change-makers
Greencubator`s mission is to nurture belief in new energy opportunities, progressive for humanity and environment
www.greencubator.info

3. connecting energy talents promoting sustainable innovations
We are Greencubator
!
the platform for
Listed among the TOP10 social initiatives-2013 by «Ukrainska Pravda» and «The Insider»

4. What we do?
2 Ukrainian green startups
presented themselves at
CeBIT as a result of
Greencubator - CODE_n
cooperation

5. Media coverage
Impact: energy innovators!
TeslaCamp invites you to join energy innovations fun
3 TeslaCamp 3 teams become finalists
of RockStart Accelerator Smart Energy
program (out of 120 contestants)
œš‘“›⁸best energy startup’”⁹
at IBM Mentors Kay,
winner at hack4good
now resident in
RockStart
Accelerator

6. Focus areas
social innovations entrepreneurship education media
Behavioral
changes
for energy efficiency
and waste minimization
Sustainable
Media School
for journalists
and bloggers
Local
economies
development
Energy Efficient
Universities
Incubators
development
Lectures of
leaders in green
entrepreneurship
Communities
empowerment
Energy
innovations
hackathon Curricula
development
International
cooperation
Joint media
projects
Green content:
video and text
!
for syndication by
Ukrainian media

7. Energy Policy 2.0
where to start?

8. Renewables?
Renewables?

9. Externalities
Externalities /
Environmental footprint?

11. This is how our building look in thermal cameras
… separatist allies

12. Extraction Generation Distribution Consumption
Aren’t you forgetting something?

13. Агітплакати
An average energy efficiency promo for consumers

14. Why nobody gives a damn?
!
Aliens, predators, oligarchs?
Who’s guilty?

15. Geometry vs. physics!
No financial returns!

16. People hate saving energy
!
but they love saving money

17. They are actually
saving … brain energy
!
Have you ever tried quitting smoking?

18. Brain
is the center of
energy efficiency ecosystem

19. Energy Policy 2.0
• Consumer-driven
• Consumer-driving
• Consumer-engaging
• Interactive

20. People can be
a powerful change agent

23. Hippies as drivers of energy revolution
They revolted
agains huge utilities

24. Advertising is
not enough!
Behavioral design rules!

25. If you are not
shaping the behavior…!
!
you are not shaping the market*!
(actually, you are missing it)
* If you got this presentation through Facebook,
Mark Zuckerberg did a nice job shaping your behavior :)

26. Energy Policy 2.0
!
People are
WatchdogsAdvocates Investors

27. Investors? What investors?
!
Our people are poor,
lazy and apathetic!*
!
!
*a major stereotype

28. An average car!
20 years passed

29. An average heating control!
20 years passed
!
Yes, it’s fortochka, baby!

30. There are some advantages!
of ancient technologies

31. But some things have to go!
go away, go south, live in our memories

32. People love being cool
even more than saving money!

38. Add feedback loop!
financial! People love saving money!

39. Build smart networks!
I even dare to say «Smart Grid»
«This Internet thingy is
highly insecure and
easily hackable»

40. Smart ads!!
This works!
!
Yes, energy
is warfare too

41. Financial tools!
Money fuel the change
Consumprion-
based invoicing
Credits & interest
rates coverage
Funding energy-
audits and renovation

42. Things to stop!
Worst enemies are well-knows
Punishing
energy-efficiency
Sticking
to inefficiencies
Feeding
monopolies

43. Behavioral tools!
there are things to stop and things to launch
!
Key tools
Peer pressureGamification Engagement

44. People power!
Enabling collaboration and upstream generation
Empowering
communities
Enabling
small-scale
generation
Grid access
to new players

45. Energy innovations!
Worst enemies are well-knows
Energy
apps
Consumer
networks
IT for energy

46. Energy sector capitalization!
Market cap of sector is better then losses of NaftoGaz
New
business
ideas
Capitalization growth
for energy sector
Investments
attraction

47. Converting peer pressure into savings

48. Recyble Bank
Monetizing sustainable behavior

49. Mosaic: Crowd-investing solar energy

51. World`s largest crowdsourcing project proves
- change is possible!

52. !
!
Roman Zinchenko
+380 67 4492876
roman@greencubator.info
!
!
!
!
find greencubator at
We are open for cooperation!