1st Irish Task 24 Behaviour Changer Workshop

First Irish Task 24  
Behaviour Changer Workshop
Phase 2: Behaviour Change in DSM – Helping the Behaviour Changers
Dr Sea Rotmann, Operating Agent
Dublin, April 8, 2016

For more information, visit www.ieadsm.org
Why are you here?

Who is Dr Sea?

Why am I here?

Why am I here?
What is Task 24?

Why am I here?
What is Task 24?
• Reputable: International Energy Agency

Why am I here?
What is Task 24?
• Global: 1st global research task on behaviour

Why am I here?
What is Task 24?
• Holistic: all fuels, sectors and domains

Why am I here?
What is Task 24?
• All-encompassing: Truly inter- and multi-disciplinary

Why am I here?
What is Task 24?
• Collaborative: marrying top-down with bottom-up

Why am I here?
What is Task 24?
• Practical: Bringing theory into real-life interventions

Why am I here?
What is Task 24?
• Practical: Bringing theory into real-life interventions
• Creative and fun: uses storytelling, social media,
cartoons, films etc

Our audience: Behaviour Changers

Government

Government
Industry

Government
Industry
Researchers

Government
Industry
Researchers
The Third Sector

Government
Industry
Researchers
The Third Sector
Intermediaries

Agenda
• Introduction of Task 24 and ‘Behaviour Change 101’
• SEAI on background of residential EE initiatives in Ireland
• UK Experts’ insights on residential split incentive issues
• Issues definition and top issue – including multiple benefits
for all BCs
• Do the Behaviour Changer Framework, starting with the
end user
• Storytelling spine – write and tell your story of what this will
look like
• Overarching story, common goal?
• Collect feedback, evaluation forms

IEA DSM Task 24 
Phase I
Closing the Loop – Behaviour Change in DSM: From Theory to
Practice

What is an IEA Implementing Agreement and a Task?

What is an IEA Implementing Agreement and a Task?
17 countries/
sponsors
26 Research
Tasks
5 current
Tasks

Some numbers of Task 24 – Phase I
• July 2012 – April 2015
• 8 participating countries
• 9 in-kind countries
• >235 behaviour change and DSM experts from 21
countries
• 20 successful expert workshops
• >145 videos and presentations
• Over 45 publications – reports, papers, articles…
• Almost 60 case studies from 16 countries in a Wiki
• www.ieadsm.org/task/task-24-phase-1/

Subtasks of Task 24
5 – Social network and expert platform
1 –
Helicopter
view of
models,
frameworks,
contexts and
evaluation
metrics
2 –
In-depth
case study
analysis
3 –
Evaluation
Tool for
different
stakeholders
4 –
Country-
specific
to do’s and
not to do’s,
guidelines
and
recommenda
tions

The Story of Task 24
http://vimeo.com/54915316

What is behaviour (in Task 24)?
Energy behaviour refers to all human actions that affect the way that fuels
(electricity, gas, petroleum, coal, etc) are used to achieve desired services,
including the acquisition or disposal of energy-related technologies and
materials, the ways in which these are used, and the mental processes that
relate to these actions.
Behaviour Change in the context of this Task thus refers to any changes in
said human actions which were directly or indirectly influenced by a variety of
interventions (e.g. legislation, regulation, incentives, subsidies, information
campaigns, peer pressure etc.) aimed at fulfilling specific behaviour change
outcomes. These outcomes can include any changes in energy efficiency,
total energy consumption, energy technology uptake or demand
management but should be identified and specified by the Behaviour
Changer designing the intervention for the purpose of outcome evaluation.

What is behaviour (in Task 24)?
Energy behaviour refers to all human actions that affect the way that fuels
(electricity, gas, petroleum, coal, etc) are used to achieve desired services,
including the acquisition or disposal of energy-related technologies and
materials, the ways in which these are used, and the mental processes that
relate to these actions.
Behaviour Change in the context of this Task thus refers to any changes in
said human actions which were directly or indirectly influenced by a variety of
interventions (e.g. legislation, regulation, incentives, subsidies, information
campaigns, peer pressure etc.) aimed at fulfilling specific behaviour change
outcomes. These outcomes can include any changes in energy efficiency,
total energy consumption, energy technology uptake or demand
management but should be identified and specified by the Behaviour
Changer designing the intervention for the purpose of outcome evaluation.
BEHAVIOUR IS
EVERYTHING!

Subtask 1 – What is behaviour?
persistence
“unfrozen”
half-yearlyyearly
Conscious, or well-considered action
Once in a lifetime
Active information-seeking
monthlyrarely
Little information-seeking
Hardly thinking – taking action
Habitualised routinesOnce-off
“frozen”
consciousness
frequency
weekly daily
cookinggroceriesholidayingChoosing
energy supplier
Buying a carBuying a
house

Subtask 1 – The ‘Monster’ and its Wiki

Subtask 1 – More definitions
Models of behaviour help us to understand specific behaviours, by
identifying the underlying factors which influence them.
There are individualistic models and social models.
By contrast, theories of change show how behaviours change over
time, and how they can be changed.
Behavioural theory is diagnostic, and change theory is more
pragmatic.
Both are important to understand when designing interventions!

Subtask 1 – 
Models of Understanding Behaviour – some caution
✓ Models are concepts, not representations of
behaviour
✓ Behaviour is complex, models are deliberately
simple
✓ There is a limit to how far models will stretch
✓ Models don’t tend to differentiate between people
✓ Attitudes/awareness don’t always precede
behaviour
✓ Factors are not barriers

Subtask 1 – 
Looking at different models of understanding behaviour

Subtask 1 – Main models of understanding behaviour
INDIVIDUALISTIC (A-B-C Models)

Subtask 1 – Main models of understanding behaviour
SOCIALLY-ORIENTED MODELS
Theories of Consumption as Social Practices (Practice Theory)

Subtask 1 – Theories of Change
✓ Central to many concepts of change is the merging of theory and
practice
✓ Applied approaches: Social Marketing, Intervention Mapping,
Defra’s 4E Model…

Subtask 1 – Theories of Change – Changing habits
✓ Unfreezing/Refreezing
✓ Vigilant Monitoring
✓ Implementation Intentions

➔But: Individuals only, they need to be pre-motivated, it
needs to be done quickly and intensely and they may not
be easily scalable

➔But: Individuals only, they need to be pre-motivated, it
needs to be done quickly and intensely and they may not
be easily scalable
✓ MOMENTS OF CHANGE!

Subtask 1 – Comparison between individual and social
approaches
Darnton, A, Verplanken, B, White, P and Whitmarsh, L (2011). Habits, Routines and Sustainable Lifestyles: A summary report to the
Department for Environment, Food and Rural Affairs. AD Research & Analysis for Defra, London.

Subtask 1 – Comparison between individual and social
approaches – Pros and Cons of each
Individual Models Social Models
Pros Cons Pros Cons
Some have understanding
of dual process of
cognition
Easy to follow A+B+C=
behaviour change
Can look at various (mostly
influencing) contexts
affecting individuals
Known and tested
Very powerful with
segmentation and bottom-
up tailoring
Scale-ability
Inclusivity
Breadth of Scope
Causal relationship hard to
determine
Not shown to be that
effective, especially if
based on intentions
More complex models
hard to use
Takes systemic approach
thus easily scaled up
If you change a practice, it
can be a global change
Looped, re-enforcing
Influencing and contextual
factors
Fosters collaboration
among all sectors
More realistic?
Too complex to
understand
Dependent on many
elements to work together
Frustrating if right
collaboration can’t be
fostered
Hard to put into practice
May only speed up change

The Story of Task 24

Language can be a problem!

That was our Eureka!  
moment

What is storytelling?
‘Storytelling’ is the construction of a
desirable future based on a narrative of
past events, with a plot that expresses
some causal relationship
To read more: Rotmann et al (2015). Once Upon a Time…
How to tell an energy efficiency story that ‘sticks’. ECEEE
Summer study proceedings

Stories are:
• Universal
• Help us process information
• Providing multiple perspectives
• Subjective, not one truth
• Aid recall
• Shape identity
• Make connections

The art and scientific methodology of storytelling
Narratives = social science tool aimed at providing way to
explore how big events (policies) impact on small scale
(individuals)
Allow for quick, practical and useful understanding of
complexity of interconnected factors in behaviour research
We all turn everything into a narrative in order to remember it

Stories are powerful because they transport us
into other people’s worlds but, in doing that, they
change the way our brains work and potentially
change our brain chemistry — and that’s what it
means to be a social creature. Paul Zak,
Neuroeconomist
“
“
"The Interpreter" - is a left hemisphere function that organises our
memories into plausible stories. Michael Gazzaniga, Cognitive
Neuroscientist
Evolution has wired our brains for storytelling. A story, if broken down into
the simplest form is a connection of cause and effect. We make up (short)
stories in our heads for every action and conversation. Whenever we hear a
story, we want to relate it to one of our existing experiences. Uri Hasson,
psychologist
The ‘narrative turn’: Storytelling sociology views lived experience as
constructed, at least in part, by the stories people tell about it.
Berger & Quinney, sociologists

YOUTUBE: https://www.youtube.com/watch?
v=wbe83S8FfO0&list=UU_p3PlWDpLyDBh8TwUBmVHQ
We’re all expert story tellers

Understanding country contexts in form of stories

Subtask 1 – Some ‘Monster’ findings
Each of the domains of Task 24 also had some unique story lines, eg:
▪
Transport: driving is a very routine behaviour, with built-in capacity for
adaptation/adoption to new cars/routes/traffic;
▪
Buildings: retrofitting-related behaviour deals with investment decisions
at the planning stage where unappealing new behaviours can be
quickly rejected or even result in cancelling a planned action.
▪
Smart metering: many cases demonstrate that this domain deals with
an entirely new behaviour, presenting opportunities for impact through
training and feedback but also almost no existing behavioural context
to use as a starting point.
▪
SMEs: many of the behaviours that need to change require a lot of risk
taking and senior leadership, with potentially big impacts on staff and
productivity.

Subtask 1 – Some ‘Monster’ findings
Each of the domains also had some highlights, eg:
▪
Buildings: Warm Up NZ programme for its use of intermediaries and
strong stakeholder engagement, as well as evaluation focus on health
improvements as main metric and Swedish Sustainable Järva Project
▪
Transport: NZ Post’s Driver Behaviour Training for its use of trusted
trainers and the Dutch Spitsmijden congestion avoidance pilot
▪
Smart metering: NOT working were time of use tariffs (NZ and Italy)
and solely economic incentives (though NLs Jouw Energie Moment
had a more systemic approach); the Swedish Energy AWARE Clock
was a great example of using smart design in providing better
feedback
▪
SMEs: EECA’s Crown Loan Subsidy was thought to be great once it
learnt to use trusted intermediaries and shared learning. A good
example of nudging was shown in the Belgian Build4Change case.

Subtask 1 – Sustainable Järva (Building Retrofits)

Subtask 1 – Sustainable Järva (Building Retrofits)
Once upon a time… there were 6 neighbourhoods around the field of Järva that were in urgent
need of improvement. They were constructed in the 60s as part of the 1million Home programme
to tackle a growing housing deficit in urban areas in Sweden. They contained housing units for
more than 60000 people, but times had changed a lot since then…
Every day… People in the area were experiencing economic and social challenges. Many of the
foreign residents were unemployed and struggling with the Swedish language, and youth was
lacking good opportunities for education. The houses were terribly inefficient and the area in
general did not work for the needs of its residents. Several investments had been undertaken but
nothing worked and people felt no one was listening to them.
But, one day… the City of Stockholm decided to improve the living conditions once and for all. But
this time would be different, this time they realised that circumstances were radically different to the
60s and that, in order for upgrading the area successfully, they needed to involve the residents.
From the beginning.
Because of that… the Järva dialogue was initiated during the Fall 2009 and for one week 10000
residents left over 30000 opinions and suggestions how the area should be developed and
improved. Based on their contribution a vision was formulated and measures were planned in 4
areas: 1) improved housing and urban environment, 2) everyday security, 3) better education and
language teaching, 4) more jobs and entrepreneurship.
But then… it was also realised that the area and the buildings had been constructed before the
energy crisis without considering the environment, and thus the project Sustainable Järva was born
to include an energy, environment and climate-focus to the vision.
Until, finally… the dialogue with the residents continued and together with all stakeholders many
great measures were planned to promote sustainable lifestyles, satisfaction and well-being. The
ultimate goal with the project was to serve as a model for sustainable development.
And, ever since then… the neighbourhoods around the field of Järva have become a place where
people want to live, work and play. The end.

Subtask 1 – Main differences between disciplines
The programmes based (explicitly and implicitly) on economic theories usually translate
into approaches that:
- focus mainly or even solely on individuals
- are mostly technocratic thus seem to be generating biggest benefits for the supply
side, not the end user
- regard individuals as instrumentally/economically rational creatures (‘Homo
economicus’)
- regard information deficits as an important cause of ‘non-rational’ behaviours
- focus often on short and one-off financial incentives
- focus on extrinsic motivations mainly (ie are dependent on the response they evoke
from others)
- do not normally tailor their approach to the individual characteristics
- lack flexibility and room for engagement, co-creation and participation
- monitor mainly quantitative aspects and work with calculated or modeled savings
Behavioural economics-based approaches also include insights from social psychology,
and for instance focus on the power of nudging people into different behaviours through
their infrastructural, institutional or design environment.

Subtask 1 – Main differences between disciplines
Social marketing, or insights from psychology, sociology and collaborative learning and
practice theory approaches are increasingly being used.
These programmes are often cross-sectoral and use elements of theories and models in an
eclectic manner. Very often, user engagement is central to the design. They do take account
of the impact of the wider context and environment and social norms and are thus clearly
based on a more systemic perspective/theory or model. They:
- focus on collaboration and institutional capacity building
- focus on building trust in market parties and information sources
- target end user needs and multiple benefits
- use multiple definitions of success
- perform pre-scoping
- allow for engagement and participation
- allow for flexibility and iteration of programmes
- focus on institutional change
- focus on lifestyles
- use the power of social norms

www.ieadsm.org
The story of neoclassical economics in building retrofits

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Money makes the world go round!

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You need to change your home’s energy use and we will help you pay (part of) its retrofitting

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By the way, you need to pay up first and it might take a while before we pay you back, if ever

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The info we need from you will teach you all you need to know

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You only need to make a one-off decision to invest

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We have the technology you need, contractors or installers (you will need to find/choose) will
put it in

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put it in
If you don’t understand the technology just don’t touch the buttons!

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put it in
You will save money for a nice weekend in Marbella

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put it in
You only need to give us a bill from your installer, we probably won’t check how much energy
you saved

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put it in
you saved
Neither will we tell you, you need to figure that out yourself

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put it in
you saved
What counts for us is how many m2 we get insulated, how many homes we retrofitted or how
much money has been spent against the budget.

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put it in
you saved
We will do the number crunching, don’t worry, we don’t need to know what you actually
saved, that’s what national models are for

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put it in
you saved
We will do the number crunching, don’t worry, we don’t need to know what you actually
saved, that’s what national models are for
But if you do want to know how much energy you saved, buy a metering device!

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The story of systemic approaches in building retrofits

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Together we’ll make the world go round!

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We will co-create and co-design our interventions with you

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You embody what we need to know and change: what you do, feel, learn…

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We will help you understand and use the technology and train those that install and sell it
to you to tailor it to your needs

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We will create a supportive material, institutional and social environment

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Your needs are important so we need to do this together, as if this were your kitchen

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Your life will change

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It’s all about us now, our grandchildren and their future we have in our hands

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Quality matters, and we will keep learning and sharing those learnings with you

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If we need to be flexible, we will

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This is only the start and your home is only the first step

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We will monitor, calculate and report on energy, money, health, welfare, comfort, wellbeing

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And learnings based on qualitative and quantitative inputs will be shared (with you)

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And learnings based on qualitative and quantitative inputs will be shared (with you)
We will help you figure out what your impact is to be able to make sure you get where we
all collectively want to!

The pros and cons of each approach
• They do well with what they intend to do and
fit well within the current economic and
political system and way of thinking
• The programmes are relatively easy to
evaluate in quantitative terms and often show
good results
• The (retrofitting) market can grow
• Subsidies are often used up to the max
• Many homes do get insulated
• Behavioural economics does manage to
nudge a certain percentage
• Free riders upgrade their plans and retrofit
more comprehensively
• Sometimes even a new norm seems to be
emerging…
• These types of interventions are very
complex with many partners who have
different mandates, needs and restrictions
• They cannot be driven by policy alone, need
all levels collaborating
• Not everyone wants to change everything or
their lifestyle
• Not everyone wants to engage but it is
important to ensure that the naysayers are
not becoming the over-riding voice
• The flexibility of changing goals, aims and
interrelatedness of issues etc makes it
difficult to evaluate
➔ But people tend to like them much more!
Economic approaches Systemic approaches

*See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summer
Study Proceedings.
Different energy efficiency stories

www.ieadsm.org
Examples of a love and a horror story in Building Retrofits

www.ieadsm.org
The New Zealand love story with insulation
Once upon a time... there was a beautiful country called New Zealand,which had very cold,
damp houses.
Every day...Kiwis shivered and froze, but they just told each other to stop being a sissy and
put on another jumper.
But, one day...the new right-wing Government decided it needed to show it wasn’t uncaring
and evil and created a programme called Warm Up New Zealand. It was meant to insulate a
quarter of the housing stock, create many jobs and a new market, and reduce energy use,
energy bills and CO2.
Because of that...the Energy Efficiency and Conservation Authority set about tendering for the
best contractors in the country to fulfil this lofty goal.
But then...they realised that people weren’t that interested in insulation, they rather spent their
money on a new kitchen and kept putting on those jumpers!
Because of that... they concentrated on using Third Party Providers and other community
groups to ensure that at least the most needy and vulnerable people got free insulation and
clean heating installed.
So, finally... they did an evaluation and found that the real benefits - $5 for every $1 spent, lay
in the health improvements, not a new market or energy savings or lower bills.
And, ever since then... The other Kiwis also slowly realised that being warm and cozy in your
home was maybe just as important as having a new kitchen. The End.

www.ieadsm.org
The Great Australian horror story of insulation

So… what’s the moral of the story of Task 24?
• There is no silver bullet anywhere but the potential remains huge
• Homo economicus doesn’t exist (in energy humans)
• Habits are the most difficult thing to break, though it’s easiest
during moments of change
• There is no such thing as individual energy use
• We need to look at whole-system, societal change
• This can’t be done in isolation by one sector - collaboration is key
• Everyone has a piece of the puzzle but we can’t see the whole
picture yet
• We need a shared learning and collaboration platform that works
• We also need a shared language based on narratives
➔ It’s all about the people!

IEA DSM Task 24  
Phase II
Helping the Behaviour Changers

Task 24 – Phase I and II 
Objective in a tweet (or two)
The overarching impact of this Task is to provide a helicopter
overview of best practice approaches to behaviour change
interventions and practical, tailored guidelines and tools of how
to best design, implement, evaluate and disseminate them in
real life.

Task 24 – Phase II 
How it all fits together
What?
Subtask 6
‘The Issues’
Who?
Subtask 7
‘The People’
How?
Subtask 8
‘The Tools’
Why?
Subtask 9
‘The Measure’
So
what?
Subtask 10
‘The Story’
Subtask 1
Subtask 2
Subtask 4 Subtask 5
Subtask 1
Subtask 4 Subtask 3
www.ieadsm.org/task/task-24-phase-2/

Task 24 Phase II 
The Energy System 
 
 
How does it look like
now?

The way we currently look at the Energy System

Another way we could look at the Energy System

The end user need for a service

The end user need for a service
Personal comfort

The end user’s behavioural response

The end user’s behavioural response
Technology

The end user’s wider context
54

54
Cultural norms

54
Cultural norms
Geography/
Climate

54
Cultural norms
Geography/
ClimateBuilding stock

54
Cultural norms
Infrastructure
Geography/

54
Cultural norms
Infrastructure
Geography/
Politics

The national context

Transmission & Distribution

Transmission & Distribution
Peak load issues

The national response

The national response
Energy supply

Why is this system view circular?

Why is this system view circular?
Feedback

Task 24 view of the Energy System
We pose that the Energy System begins
and ends with the human need for the
services derived from energy (warmth,
comfort, entertainment, mobility, hygiene,
safety etc) and that behavioural
interventions using technology, market and
business models and changes to supply
and delivery of energy are the all-important
means to that end.

Task 24 Phase II 
Subtask 6 – Understanding the
Behaviour Changers’ Practices and
Priorities “The Issues” 
 
Deciding on the issues
to focus on for each
country

What are the Top DSM Issues here?
Top DSM Issues:
• Is there a national list of DSM issues?
• What are the biggest behavioural potentials?
• What DSM policies and programmes are already
tackling these issues and how?
• What are their approximate contribution to the
country’s load management (economic, technical,
political and societal potentials)?
• What are the risks and multiple benefits of each?

What are your top energy efficiency/conservation Issues?
• Technology: Smart meters/feedback? Appliances?
Heating? Transport?
• Behaviour: Investment or habitual behaviour? Split
incentives?
• Combination: Maintenance? Purchases?
Prosumers?
➔Choose one for our exercise

What are the potentials, risks and (multiple) benefits for the 
Top DSM Issues?
Technical
potential
Economic
Potential
Social
Potential
Political
(actual)
potential

Top DSM Issues?
Technical
potential
Economic
Potential
Social
Potential
Political
(actual)
potential
RISKS?
RISKS?
RISKS?
RISKS?

Multiple
Benefits?
Top DSM Issues?
Technical
potential
Economic
Potential
Social
Potential
Political
(actual)
potential
RISKS?
RISKS?
RISKS?
RISKS?
Multiple
Benefits?
Multiple
Benefits?

Who is the End User whose behaviour we are trying to change?

Who is the End User whose behaviour we are trying to change?
Tenants? In single homes or apartment buildings?
Home owners? (single or apartment)?
Office workers in a large commercial building?
Retail workers in smaller retail buildings?
Landlords? Private or large-scale? Social housing? Commercial?
Building Management Operators? Office or eg hospitals?
Smart meter/feedback/EE technology installers or developers?
Drivers? Truck or private vehicle? Behaviour or Mode Switching?
Freight companies? Behaviour or technology switching?
SMEs? Which sector? CEOs or energy managers/CFOs?
Who else could it be?

What behaviour are we actually trying to change?

What behaviour are we actually trying to change?
Home owners: Install PV, learn your home’s energy eco-system,
share it with your neighbourhood’s energy eco-system (NZ)
Commercial building tenants and landlords: co-develop green
leases that work (SE)
Restaurant owners/SMEs: close doors, turn off burners, lights etc
(Fort Collins)
Building Management Operators in Hospitals: Engage with energy
managers and hospital users on energy savings (CA)
Energy companies: Go all the way with energy efficiency
regulations, not just the easy route (AT)
ICT in Universities: What are the low-hanging fruit? How can we
deliver big savings easily? (NL)
Residential retrofits: Split incentive issues? (IE)

Task 24 Phase II 
Subtask 7 - The Behaviour Changer
Framework “The People” 
 
A new way of visualising
the energy system

A model for collaboration
Collective impact = the commitment of a group of important actors
from different sectors to a common agenda for solving a specific social
problem.

Who are the RIGHT Behaviour Changers to collaborate on our
issue/behaviour?
Government – which level, agency, person/s?
Industry – which sector, organisation, person/s?
Researchers – which discipline, University, person/s?
The Third Sector – which sector, association, person/s?
Intermediaries – which sector, company, person/s?

Storytelling spine
Tell your (organisation’s) story:
How will this intervention look
like from your perspective?

Storytelling spine
What is our common goal/story?

Next steps: Intervention Design 
 
 
 
What does the End User need to do/change?
What are the main relationships we need to strengthen?
Which conflicts (bombs) do we need to diffuse and how?
Which tools are irrelevant, which other tools/Behaviour
Changers may we need?
What is the time frame? Who does what?
How do we evaluate the multiple benefits? Who does what?

Feedback and Evaluation Forms

1st Irish Task 24 Behaviour Changer Workshop

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