1. Phoenix Convention Center Phoenix, Arizona Behavioral Change to Support Effective Energy Management Institutional Change INSTITUTIONAL CHANGE FOR SUSTAINABILITY Irina Feygina, PhD White House Social and Behavioral Sciences Team August 11, 2015

2. Energy Exchange : Federal Sustainability for the Next Decade Behavior is key to energy management success Energy efficiency in buildings – Anticipated vs actual performance – User experience Solar power competitiveness – Technology vs soft costs – Policy, implementation, information Innovative technologies – The valley of death – Market adoption processes 2 Why Behavioral Change?

3. Energy Exchange : Federal Sustainability for the Next Decade Individuals – Usability, design Teams and groups – Communication – Structure and roles Organizations and institutions – Markets – Leadership – Vision and goals 3 Where Does Behavior Change Matter?

4. Energy Exchange : Federal Sustainability for the Next Decade Identifying where behavior makes a difference – Measuring and understanding behavior Aligning behavior with effective energy practice Tracking behavior over time – Integrated into ongoing monitoring and assessment Aligning design and planning with users needs – Buildings, transportation, procurement Improving communication, information flow – Users and managers; leadership 4 Harnessing the Power of Behavior

5. Energy Exchange : Federal Sustainability for the Next Decade People and Change Why do people resist change? How can we facilitate change? The important role of human needs 5

6. Energy Exchange : Federal Sustainability for the Next Decade How are people affected by change? – Personal E.g. Challenge of life transitions – Community and group E.g. Organizational change – Systemic, institutional, ideological E.g. Soviet Union collapse – E.g. Climate change Personal, collective, and systemic aspects of our lives The role of stability; diverse reactions to change

7. Energy Exchange : Federal Sustainability for the Next Decade Resistance to Change – Behavioral Habitual and ingrained behaviors Patterns and expectations Fluency and flow

8. Energy Exchange : Federal Sustainability for the Next Decade Resistance to Change – Behavioral – Cognitive What is the most limited human resource? Attention! Heuristics Status quo bias Dissonance

9. Energy Exchange : Federal Sustainability for the Next Decade Resistance to Change – Behavioral – Cognitive – Motivational Personal, group, and systemic needs Protection from threat Ideological: just world, meritocracy

10. Energy Exchange : Federal Sustainability for the Next Decade Resistance to Change – Behavioral – Cognitive – Motivational – Individual difference Need for certainty Need for control

11. Energy Exchange : Federal Sustainability for the Next Decade Desire and Support for Change – Growth and development – Values and norms Progress Identity – Individual difference Need for openness and experience – Goal setting and pursuit Management of goal conflict – System change

12. Energy Exchange : Federal Sustainability for the Next Decade Behavioral Change Information – Knowledge and understanding are important – Lack of knowledge about energy use is problematic Advanced Metering Energy use feedback: Immediate and noticeable Food waste measurement – But often information is not enough to bring about behavior change

13. Energy Exchange : Federal Sustainability for the Next Decade Behavioral Change Information Attitudes and values – Important, but don’t always lead to behaviors – Barriers prevent implementation – Behavioral intentions

14. Energy Exchange : Federal Sustainability for the Next Decade Behavioral Change Information Attitudes and values Needs and motives – Work with underlying needs and priorities, not against – What is the most powerful human motive?

15. Energy Exchange : Federal Sustainability for the Next Decade Behavioral Change Information Attitudes and values Needs and motives Social norms, identities, institutions – The need to belong is paramount, harness it! – Leadership and institutional level norms

16. Energy Exchange : Federal Sustainability for the Next Decade Behavioral Change Information Attitudes and values Needs and motives Social norms, identities, institutions Morals

17. Energy Exchange : Federal Sustainability for the Next Decade Behavioral Change Information Attitudes and values Needs and motives Social norms, identities, institutions Morals Narratives and stories – Psychological proximity Personal accounts Films

18. Energy Exchange : Federal Sustainability for the Next Decade Behavioral Change Information Attitudes and values Needs and motives Social norms, identities, institutions Morals Narratives and stories Role of context – Decision making is not a rational process – Cognitive biases and heuristics – Peripheral, contextual factors – Presentation and framing of choices

19. Energy Exchange : Federal Sustainability for the Next Decade

20. Behavioral Insights: EAST Easy: Make it easy for people to achieve their goals – The power of defaults – Simplify the process – Make it convenient

21. Energy Exchange : Federal Sustainability for the Next Decade Behavioral Insights: EAST Easy: Make it easy for people to achieve their goals Attractive: Draw people’s attention to your messages – Novel; Surprising – Salient; Noticeable – Relevant; Interesting – Visually appealing

22. Energy Exchange : Federal Sustainability for the Next Decade Behavioral Insights: EAST Easy: Make it easy for people to achieve their goals Attractive: Draw people’s attention to your messages Social: Motivate people through others’ behaviors – Social norms – Reciprocity – Cooperation – Reputation

23. Energy Exchange : Federal Sustainability for the Next Decade Behavioral Insights: EAST Easy: Make it easy for people to achieve their goals Attractive: Draw people’s attention to your messages Social: Motivate people through others’ behaviors Timely: Make things timely and relevant at key decision points – Provide information when needed – Target points of action

24. Energy Exchange : Federal Sustainability for the Next Decade In Sum Identify where behavior change is needed for successful energy management – Measurement and tracking, feedback Understand reasons for behavior, barriers to change To support behavioral change, focus on: – Needs, motives, and goals – Social norms and identities – Systems and institutional processes – Behavioral context (easy, attractive, timely) Pilot test your interventions, assess, update

25. Energy Exchange : Federal Sustainability for the Next Decade Example: Energy Efficiency in Buildings DOE Energy Efficiency Building Hub Lighting and HVAC retrofits – Commercial buildings Integrating consideration of building occupants Key questions: – How are occupants responding? – What do they want and need? – Is the new environment satisfactory? – Are people undermining the energy efficiency of the building?

26. Energy Exchange : Federal Sustainability for the Next Decade Building Occupant Experience Service reduction experiments – Load sheds in preparation for utility demand-response Design – Baseline and follow-up surveys; daily surveys – 6 load shed interventions (75.4F to 78F) Outcomes – Satisfaction with building environment – Satisfaction with ability to adjust/control environment – Mental and physical health – Productivity and satisfaction with work

27. Energy Exchange : Federal Sustainability for the Next Decade Satisfaction with Environment

28. Energy Exchange : Federal Sustainability for the Next Decade Ability to Control Environment

29. Energy Exchange : Federal Sustainability for the Next Decade Ability to Control Environment

30. Energy Exchange : Federal Sustainability for the Next Decade Ability to Control Environment Undermining energy efficiency of building – Heaters (sometimes two) – Blocking vents Despite enforced ban on personal appliances

31. Energy Exchange : Federal Sustainability for the Next Decade Significant increases in: Satisfaction with environmental conditions – Temperature Satisfaction with ability to adjust environment – Adjust temperature Mental and physical health – Feel more pleasant – Report less fatigue – Experience greater mental health Work satisfaction – Higher work quality – Greater productivity 31 Effects of Service Reduction

32. Energy Exchange : Federal Sustainability for the Next Decade Effects of Service Reduction At baseline, we asked participants to compare actual temperature to their desired temperature

33. Energy Exchange : Federal Sustainability for the Next Decade Plots of differences in respondents’ perceptions of typical and ideal workspace temperature conditions Effects of Service Reduction

34. Energy Exchange : Federal Sustainability for the Next Decade Effects of Service Reduction Cold people became more satisfied during service reduction; others stayed unchanged.

35. Energy Exchange : Federal Sustainability for the Next Decade Lessons Learned Post-occupancy evaluations are imperative People’s experiences matter for energy efficiency – Integrate into design and planning – Develop best practices for industry Better understanding of user experience can lead to savings and effectiveness of retrofits The role of control over one’s environment Connection between users and building managers

36. Energy Exchange : Federal Sustainability for the Next Decade How to get people to reuse towels in a hotel? Signs typically focus on environmental benefit: HELP SAVE THE ENVIRONMENT. You can show your respect for nature and help save the environment by reusing your towels during your stay. 36 Example: Reducing Energy and Water Use Goldstein, N. J., Cialdini, R. B., and Griskevicius, V. (2008). A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels. Journal of Consumer Research, 35, 472-482.

37. Energy Exchange : Federal Sustainability for the Next Decade People align behavior to social norms – Descriptive norms suggest effective, adaptive, and appropriate behavior in specific situations: JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT. Almost 75% of guests who are asked to participate in our new resource savings program do help by using their towels more than once. You can join your fellow guests in this program to help save the environment by reusing your towels during your stay. – Resulted in significantly greater reuse of towels Standard message: 35.1% vs. Descriptive norm: 44.1% 37 Social Norms

38. Energy Exchange : Federal Sustainability for the Next Decade Provincial norms – Local setting and circumstances – Should be more influential than global norms JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT. In a study conducted in Fall 2003, 75% of the guests who stayed in this room (#313) participated in our new resource savings program by using their towels more than once. You can join your fellow guests in this program to help save the environment by reusing your towels during your stay. – Resulted in greatest reuse of towels Standard message: 35.1% vs. Provincial norm: 49.3% 38 Social Norms

39. Energy Exchange : Federal Sustainability for the Next Decade Opower reports: – Compare energy usage to neighbors with similarly sized houses – Targeted tips to motivate lower energy consumption in line with the "normal" neighborhood rate – Smiley-face emoticons for energy-efficient homes Prevent most efficient consumers from increasing energy use once know the norm – Deliver 2.1 to 3.5% reductions in energy use 39 Social Norms: Application

40. Energy Exchange : Federal Sustainability for the Next Decade Hotel practices – Many don’t switch despite evidence – Need explicit organization support Hotel staff wash hanging towels – Fear of dissatisfaction – Lack of understanding – Change default institutional practice Washing towels every three days; Linens weekly Develop a new status-quo Opt out rather than opt in 40 Social Norms: Application

41. Energy Exchange : Federal Sustainability for the Next Decade Juneau, Alaska Hydroelectric power Line from Snettisham reservoir cut off by avalanche 10% energy use reductions in anticipation of higher prices Needed much higher savings 41 Integrated Strategy Meier, A. (2010). A 30% Reduction in Electricity Use Is Not Only Possible but Actually Occurred in Juneau, Alaska. People-Centered Initiatives for Increasing Energy Savings, ACEEE.

42. Energy Exchange : Federal Sustainability for the Next Decade Community Engagement: Institutions, leadership, norms, identity – Juneau Economic Development Council (JEDC) – City leaders: Merchants, heads of nonprofits, church elders, politicians, school representatives – Elected officials and politicians – Stores placed logo in windows – Businesses participate in energy reductions – Changes to city infrastructure 42 Integrated Strategy Meier, A. (2010). A 30% Reduction in Electricity Use Is Not Only Possible but Actually Occurred in Juneau, Alaska. People-Centered Initiatives for Increasing Energy Savings, ACEEE.

43. Energy Exchange : Federal Sustainability for the Next Decade Community Engagement: Information – Information about effective energy reduction strategies and actions; Safety – Single message and unified voice – Positive and upbeat message – Humorous story-telling – Radio, word of mouth, and newspapers – Feedback from utilities 43 Integrated Strategy Meier, A. (2010). A 30% Reduction in Electricity Use Is Not Only Possible but Actually Occurred in Juneau, Alaska. People-Centered Initiatives for Increasing Energy Savings, ACEEE.

44. Energy Exchange : Federal Sustainability for the Next Decade Results – 30% reduction in energy use Longer-term impacts – 10% reduction in energy use for remainder of year 44 Integrated Strategy Meier, A. (2010). A 30% Reduction in Electricity Use Is Not Only Possible but Actually Occurred in Juneau, Alaska. People-Centered Initiatives for Increasing Energy Savings, ACEEE.

45. Energy Exchange : Federal Sustainability for the Next Decade Important part of energy management Behavior change to increase energy savings Understand and work with the user – Personal experiences and needs – Social realities 45 Conclusion: Behavior

46. Energy Exchange : Federal Sustainability for the Next Decade Interconnection between individual and institutional processes – Institutional context shapes behavior – Behavior needs to align with institutional success Effective change requires working at individual and organizational levels – Institutional change efforts depend on understanding and incorporating user needs – Behavioral change most likely in time of transition and organizational change 46 Conclusion: Individuals and Institutions

47. Energy Exchange : Federal Sustainability for the Next Decade Learning about user experience is essential – Post-occupancy and during design Pilot testing intervention prior to adoption Ongoing evaluation and monitoring Evidence of successes and shortcomings – Inform future planning efforts Many established tools and methodologies available 47 Conclusion: Data and Empirical Evidence

48. Energy Exchange : Federal Sustainability for the Next Decade

49. Effects of Load Shedding Satisfaction with Environmental Conditions Paired Samples Test: Control Days minus Shed Days Paired Differences Mean DifferenceStd. DeviationStd. Error MeantdfSig. (2-tailed) Air Quality 2.3664915.328822.84649.83128.413 Temperature -8.0844022.364024.15289-1.94728.062 Noise -2.4017411.190702.07806-1.15628.258 Light 1.8923812.463312.31438.81828.420 Scale from 0 = Very Dissatisfied to 100 = Very Satisfied

50. Energy Exchange : Federal Sustainability for the Next Decade Effects of Load Shedding Satisfaction with Ability to Adjust Environment Paired Samples Test: Control Days minus Shed Days Paired Differences Mean DifferenceStd. DeviationStd. Error MeantdfSig. (2-tailed) Adjust Light.0194411.196262.07909.00928.993 Adjust Air 2.1215213.901492.67534.79326.435 Adjust Temperature -10.9810418.755013.54436-3.09827.005 Scale from 0 = Very Dissatisfied to 100 = Very Satisfied

51. Energy Exchange : Federal Sustainability for the Next Decade Mental and Physical Health Paired Samples Test: Control Days minus Shed Days Mean Difference Std. DeviationStd. Error Mean tdfSig. (2-tailed) Feel Pleasant-3.530407.001781.27835-2.76229.010 Feel Alert-3.0059011.345262.07135-1.45129.157 Physical Health-1.9807210.638911.94239-1.02029.316 Mental Health-4.6301611.736072.17933-2.12528.043 Ability to Concentrate-3.5428919.874723.75597-.94327.354 Stress2.2178023.555574.37416.50728.616 Fatigue-8.3679520.567023.81920-2.19128.037 Scale from 0 = Poor Feelings/Ability/Health to 100 = Great Feelings/Ability/Health Effects of Load Shedding

52. Energy Exchange : Federal Sustainability for the Next Decade Effects of Load Shedding Productivity and Satisfaction with Work Paired Samples Test: Control Days minus Shed Days Paired Differences Mean DifferenceStd. DeviationStd. Error Mean tdfSig. (2-tailed) Work Quality -4.558978.786351.66046-2.74627.011 Productivity -7.1229210.011361.85906-3.83128.001 Job Satisfaction -2.9378612.768572.37106-1.23928.226 Scale from 0 = Very Low/Dissatisfied to 100 = Very High/Satisfied