The Big Switch Energy Efficiency and Behaviour Change Dr Richard Plenty & Terri Morrissey Directors This Is Ltd www.thisis.eu Dave Connolly Energy Entrepreneur www.frontlineenergy.co.uk ‘To those who will not have the benefit of two billion years accumulated energy resource’ ... David JC Mackay Foreword to ‘Sustainable Energy - without the Hot Air’ On the impending transformation of our energy system The importance of energy Life expectancy Quality of life Standard of living Freedom and Choice Energy Matters World Demand increasing... Still primarily fossil fuels Most new energy from outside OECD Security of supply? From World Energy Outlook 2008 and Mackay ‘Sustainable Energy without the hot Air’ New sources required ... Massive investment necessary Greenhouse gas emissions Energy the main source Climate Matters CO2 has increased dramatically CO2 is still increasing Global temperatures have risen This may well result in climate change ‘If carbon dioxide continues to increase, the study group finds no reason to doubt that climate changes will result and no reason to believe that these changes will be negligible’ US National Academy of Science Report 1979 See e.g. http://co2now.org/ for detailed information Consensus view CO2 causes warming: but climate complexity fuels debate We are faced with a challenge Energy the driving force for global development BUT based on fossil fuels, a finite resource It will probably become increasingly expensive Security of energy supply is an issue Highly probable fossil fuels change the climate What will change - resources What will change – politics Possible Energy Scenarios* Scramble Nations secure energy resources for themselves. Policymakers pay little attention to curbing energy use – until supplies run short – and greenhouse gas emissions are not seriously addressed until there are major climate shocks. Blueprints Growing local actions lead to cross -border cooperation to address the challenges of economic development, energy security and environmental pollution. A price on CO2 is applied to a critical mass of emissions giving a stimulus to the development of important clean energy technologies and energy efficiency measures. ... Blueprints seen as much more likely to be successful * Shell energy scenarios till 2050 What will change – behaviours ‘Safe’ levels would require 1ton Co2e /person on average by 2050 ... big changes needed* *Source: Discussion on Page 15 of Mackay ‘Energy without the hot air ‘ Awareness of personal impact on carbon will grow Activity Travelling a mile for a New Year reunion a Cycling powered by bananas b. Cycling powered by asparagus c Cycling powered by cheeseburgers d Driving in a small efficient car (2 people) e Driving in an average car London to Glasgow return f Plane (economy) g Large 4 wheel drive h Train Daily tasks i Using a mobile phone 1 hour for a day j 100w incandescent bulb left on for a day Co2 e Kg Our QUIZ 0.065 2.8 0.26 0.26 0.71 10 5 =8 =8 7 500 1100 120 2 1 3 3.4 1.4 4 6 Rank order these activities from 1-10 (highest to lowest) in terms of carbon impact Source: How bad are bananas Mike Berners-Lee What will change – efficiency ‘By 2030, energy efficiency and behaviour change will offset more CO2 than all the new wind, solar and alternative energy generation methods combined’ World Energy Outlook, 2009, IEA/OECD Energy efficiency – example of an immediate opportunity Climate Minister launched a government report; “Energy Efficiency: The Untapped Business Opportunity” Poor energy efficiency is costing UK businesses more than £6bn a year Each one of us sitting here is contributing to the £6bn; Or ... We are all sitting on a pot of untapped money – only last month a new £550m scheme launched Building efficiency a good place to start Making a building sustainable Data – Technology People Energy usage 24 hours 1. Start with the evidence and the facts Compare with standards and benchmarks Breakdown into components which show where energy used Look at overall pattern of office usage 2. Optimise the technical system Review technology, plant and how its managed 3. Optimise the social system Attitudes and behaviours We are still seeing this ... 1,200 Questions Overnight and weekend base loads? 1,000 Plant left running 24/7? ‘Slope ‘ at start and end of day? How is the building occupied? 600 How is the building being used? What feed in tariffs and soft loans are now available? 400 Are clients motivated by reputation? 200 Have we looked at alternative ways of cooling the building? Fri 11 Feb 11 Sat 12 Feb 11 Sun 13 Feb 11 Tue 15 Feb 11 Wed 16 Feb 11 Thu 17 Feb 11 Mon 14 Feb 11 23:30 22:30 21:30 20:30 19:30 18:30 17:30 16:30 15:30 14:30 13:30 12:30 11:30 10:30 09:30 08:30 07:30 06:30 05:30 04:30 03:30 02:30 01:30 0 00:30 Demand, kW 800 Typical savings may be 20% technology, 20% behaviours Steam leaks ... Unlagged pipes ... Managing the technology Control Systems BMS or Time Clocks providing “Automation” The BMS can make the largest impact on energy Operational Training for Site Engineers Operate and maintain plant Replace plant and equipment They understand the building Optimising the social system “The behaviour of the occupants of a building can have as much impact on energy consumption as the efficiency of equipment” World Business Council for Sustainable Development 2007 Question: How do people influence energy consumption and efficiency in a building? Example: Don’t realise the impact Example: Don’t bother to take action Example: Can’t persuade others it matters Example: Sabotage to make things easier Example: Don’t realise consequences Barriers and Enablers to change Typical Barriers • Convenience • Comfort • Control • Can’t ... see that it really matters Typical Enablers • Awareness of the problem • Understanding ‘how to’ • Personal consequences are positive • Can ... see that it really matters Developing awareness is critical ... Source : BPS Going Green Survey 2010 Awareness is the starting point for behavioural change – Prochaska Model Pre Contemplation Ignorance is Bliss.... Rejection of anything different Increased awareness of issues Contemplation Emotional awareness Understanding impact of behaviour on others Preparation Re evaluation of self in relation to feelings about issues Belief one can change Experimentation with new behaviours Action Rewards and incentives for change Maintenance Avoidance of triggers Development of support networks Where are you on this model? Tips for increasing awareness Explain what and how • Build a coherent and forceful narrative - not ‘going without’ but’ being smart’ Emphasis cutting meaningless ‘waste’. People don’t like wasting things • Make it fun, personal, relevant, not a higher moral duty. Most people take action to lower bills (59%) Only 15% take action for future generations • Don’t forget to explain ‘how to’ Take feedback to a new level • Show overall picture but also target to individuals and teams • Specific, relevant, continuous, close to device, real time (e.g. smart meters) • Act on results and encourage people to do things for themselves In Summary The Big Switch is coming ... the Global Energy System will be transformed .... increasing awareness is critical - there will be many new opportunities for psychologists for new business – and social contribution - especially working with technologists and leaders Learn from others ... Adopt existing good practice and don’t reinvent the wheel ... Understand supports such as Carbon Trust ; Siemens ... £550m Green Finance Deal; Affordable finance for UK businesses Are we as business psychologists sufficiently involved? Thank You Dr Richard Plenty completed a first degree in physics before converting to business psychology and has always been interested in the interaction between science, technology and human behaviour. He is Managing Director of This Is www.thisis.eu , an organisation and leadership development consultancy which focuses on supporting large scale, complex strategic change. Richard is on the Board of the ABP and a Fellow of the Institute of Ergonomics and Human Factors. Terri Morrissey, Chairperson of This Is, holds a degree in psychology from University College Dublin (UCD) and an MBA from Fordham University in New York. She started her career as a psychologist in a multidisciplinary team researching the impact of the built environment on behaviour. Most of her career has been focussed on bringing about behavioural change with organisation leaders. She is based in Ireland and a past member of the ABP Board. Dave Connolly is an energy entrepreneur. Prior to setting up Frontline Energy and Environmental with Fintan Lyons in mid 2007, Dave worked in oil and liquid petroleum gas distribution with Esso, and as sales director with Hochtief.. Dave believes that as many as 70% of mid-large clients want to do something on energy and sustainability, and just need assistance from outsiders to win the internal debate and map the course of action.