Effective Behaviour Change Dr. Sabine Pahl University of Plymouth

Overview 1 Human Mind & Climate Change 2 The Role of Energy Behaviour 3 Successful Behaviour Change 4 Evaluating Change 5 Summary

Overview 1) Why do people have difficulty grasping the issue of climate change?

1 Human Mind & Climate Change Human MindClimate Change Simple, localComplex, global

Source: 1 Human Mind & Climate Change

1 Local and relevant scenarios Increased concern, reported understanding of mitigation responses and belief that actions now will make a change Source: Tatebe, Shaw & Sheppard, 2010

1 Human Mind & Climate Change Human MindClimate Change Simple, localComplex, global Certain, vividUncertain, abstract

1 Human Mind & Climate Change High (SRES A1FI) Medium-High (A2) Medium-Low (B2) Low (SRES B1) Source: Met Office, CDIAC and Intergovernmental Panel on Climate Change (IPCC) Emissions to 2000, and IPCC projections to Fossil-fuel emissions GtC/y

1 Personal and vivid scenarios Young woman “from the future” talks about her experiences Perspective taking increased environmental engagement (brochures taken, time spent, pro-environmental intentions) Source: Pahl & Bauer, in revision

1 Human Mind & Climate Change Human MindClimate Change Simple, localComplex, global Certain, vividUncertain, abstract Immediate, linearDelayed, non- linear

Source: MacKay, Human Mind & Climate Change CO 2 concentration 1769 = Watt invented the steam engine

Source: 1 Make Carbon tangible and immediate The carbon dioxide emitted by Stoke Newington School every year could fill Clissold Park to a depth of 159 cm Link to carbon visualisation

CO 2 ppm Source: MacKay, Human Mind and Climate Change Be aware of human mind limitations Help people overcome limitations -> “as if” here and now Millions of years.2.1Today Homo habilis Homo erectus Homo sapiens Homo sapiens neandertalensis Homo sapiens sapiens 200 years

Overview 2) How important is the human dimension in energy use?

2 Energy Behaviour Two aspects: Built Form and Occupants England has one of the oldest housing stocks in Europe Improvements have been made Cavity wall insulation from 22% to 48% ( ) Good loft insulation from 25% to 38% ( ) Source: English Housing Survey, 2010 Further potential With all potential measures: SAP rating increase by 11.5 points; annual fuel costs reduced by £147; CO2 emissions reduction by 26%. Source: English Housing Survey, 2010 US estimate: Behaviour change can reduce US carbon emissions by 20% in the next ten years Source: Dietz et al., 2009

2 Energy Behaviour Two aspects: Built Form and Occupants Demographics “Brown” appliances use more energy according to DECADE project than lighting, refrigeration, cooking and wet appliances -> need to know what behaviours to target; which underlying motivations to address

2 Energy Behaviour Behaviour can also be problematic e.g., cheaper comfort, misuse of technology Adding heating controls and smart meters may not automatically reduce energy use (Shipworth et al., 2010; Darby, 2010) “poor treatment of the human dimension to the energy demand problem” (Lomas, 2010) Where to start? Target high users (Firth et al., 2008; Summerfield et al., 2010); start with the highest impact/easiest to change behaviours (Dahlbom, 2009)

Overview 3) Let’s look at some examples of changing energy behaviour

3 Use social norms Schultz et al., 2007 Change in consumption / day (kWh)

3 Making the invisible visible PhD project (Julie Goodhew) on the use of thermal images to prompt householders to save energy. Study 1: Climate Action Group in small Devon town (N = 42) Study 2: Homebase customers who had never purchased a ‘green’ product (N = 100)

3 Making the invisible visible

Study 1: Carbon Footprint from Energy Usage in the Home (KgCo2)

3 Making the invisible visible Study 2: Every household received a raft of interventions: - information / advice - energy audit - beyond energy: waste, food etc. - £500 to spend Two groups The only difference between the two groups was that the thermal imaging groups received an additional thermal report

3 Making the invisible visible Study 2: draught proofing (%)

Overview 4) How can we tell if an intervention has worked?

4 Evaluating Change Context: Political, Financial and Time Pressure Dahlbom et al., 2009: 41 European case studies “a lot of programmes lack a proper planning and evaluation model” “goals and objectives not specific enough” “few programmes based on a good prior analysis of the situation” “little transfer of learning between projects”

4 Evaluating Change Is it working? Process evaluation Did it work? Which aspects? Outcome evaluation Set specific target outcomes e.g., number of contacts made; perceived ease of implementation; energy saved Identify target groups segmentation – important but don’t over-segment; if you have something that works for everyone, use it? Compared to what? Ideally – a very similar group who hasn’t had an intervention (yet); “control group”Why?

4 Evaluating Change It worked

4 Evaluating Change Evaluation is crucial Evaluation doesn’t have to be expensive Be clear & realistic on what you want to know Be strategic about evaluating change (alternative evaluation plans?) Integrate planning for this at the start -> Budget time & funds for this (management, analysis, reports) Can be disseminated back to users in GM Others councils / LCEAs might follow your good practice

5 Summary Climate change is difficult to get to grips with because it’s characterised by uncertainty, complexity, distance and delay Use local, vivid, relevant messages in communications Human behaviour is key to reducing energy demand Behaviour change works but requires good planning and careful evaluation

Acknowledgements Julie Goodhew Tim Auburn Mathew White Jackie Andrade Steve Goodhew Psychology & Sustainability Group Thank you for listening Contact: