SEAI Presentation 5th Nov 2015

Clare Watson, Ger Mullally, Brian Ó Gallachóir

OVERVIEW

‘From niche to normal – driving energy efficiency through behavioural change’

• Personal Background • Why are we finding it so hard to react to climate change and energy insecurity? • How can we encourage energy efficiency?

THE GOOD LIFE!

A BETTER LIFE?

“If global warming were caused by eating puppies, millions of Americans would be massing in the streets.” Daniel Gilbert, Prof. Psychology, Harvard (2014)

WHY IS IT SO HARD FOR US TO REACT?

1. Behavioural Biases

2. Behavioural Patterns

3. Social and Cultural Conformity

4. Diffusion of Responsibility

5. Societal/Structural Influences

6. The Message

BEHAVIOURAL BIASES • Loss Aversion • Endowment Effect • Status Quo Bias • “Yeah Whatever” Heuristic • Sunk Costs • Optimism Bias

BEHAVIOURAL PATTERNS • Addictions • Habits • Habituation • Adaptation

SOCIAL AND CULTURAL CONFORMITY

• Social and Cultural Norms • Norms of Fairness • Peer Pressure and Group Conformity • Identity and Values • Social Status

DIFFUSION OF RESPONSIBILITY

• The Bystander Effect • Lack of Leadership

SOCIETAL AND STRUCTURAL INFLUENCES

• Social Practice • Social and Cultural Developments • Institutional Barriers • Technology • Consumerism and Fashion • Planned Obsolescence • Gadgets and Feature Creep

BEWARE OF…… • Rebound Effect • Diderot Effect • Technophobia • ‘If the price is right’?

THE MESSAGE

WHAT DOESN’T WORK: • Information on its own • Negative messages • ‘The Ten Things You Can Do’ approach

WE NEED: • A positive, hopeful vision of the future • To be part of a bigger plan

WHO ARE WE TALKING TO? • Mindsets, Worldviews and Political Ideologies

WHO IS DOING THE TALKING? • Image • Trust

HOW ARE WE SAYING IT? • Tone • Framing – DON’T THINK OF AN ELEPHANT!

HOW TO ENCOURAGE ENERGY EFFICIENCY?

• No silver bullet!

• Leadership, leadership and A National Plan

• A multi-faceted approach

• Work with people in groups/communities

• Target individual actions separately

• Identify behavioural, social and institutional barriers

• Understand your audience - tailor approach accordingly

• Allocate adequate funding

• Learn from past mistakes!

Thank You

www.ucc.ie/energypolicy