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Energy efficiency marketing
best practice

Phil Beardmore
Localise West Midlands
Localise West Midlands
• A not-for-profit think-tank, campaign
  group and consultancy, which promotes
  localisation for social, environmental and
  economic benefit
• Developed the Green New Deal model
  with Encraft for Birmingham City Council
  – now Birmingham Energy Savers
• Action research projects – Using a Green
  Deal approach to tackle fuel poverty,
  Green Deal Opportunities for Social
  Enterprise
• www.localisewestmidlands.org.uk
• www.twitter.com/localisewm
Watch your meters




             Watch your meters
Homes behaving badly – meet Dave




               Meet Dave
The adoption cycle
The energy saving adoption cycle


                                  Loft/cavity
                     Condensing   insulation
                       boilers

                PV




   Solid wall
   insulation
Does AIDA apply to energy saving?
•
    Attention – Interest – Desire – Action
•
    80% of factors influencing
    environmental behaviour do not
    stem from knowledge or awareness
    (Blake, 1998 – the Value Action Gap)
•
    The remaining 80% stem from
    behavioural psychology
Energy efficiency marketing best practice July 2012 for E-ON conference
Defra Climate Challenge Fund
Defra Climate Challenge Fund




      Benson School - Tomorrow's Climate, Today's Challenge
Defra & environmental segmentation
Chris Rose and Values Modes
MINDSPACE
 A checklist of non-coercive behavioural
   influences (Cabinet Office, 2010)
 • Messenger – we are heavily influenced by who
   communicates information
 • Incentives – our responses to incentives are
   shaped by predictable mental shortcuts such as
   avoiding loss
 • Norms - we are strongly influenced by what
   others do
MINDSPACE
• Defaults – we ‘go with the flow’ of pre-set
  options
• Salience – our attention is drawn to what is
  novel and what seems relevant to us
• Priming – our acts are often influenced by sub-
  conscious cues
• Affect – our emotional associations powerfully
  shape our actions
MINDSPACE
Commitments - – we seek to be consistent with
our public promises, and reciprocate acts
Ego – we act in ways that make us feel better
about ourselves
Does nudge economics apply?
Does nudge economics apply?
DECC Green Deal Consumer Research
UNPROMPTED
RESPONSE


Not wasting energy     14%

Lower energy bills     20%

Saving money           18%

Warmer/more comfortable 14%
home


Lower carbon           7%
emissions/better for
environment

Others                 27%
DECC Green Deal Consumer Research
UNPROMPTED RESPONSE                PROMPTED RESPONSE


Not wasting energy           14%   Not wasting energy             37%


Lower energy bills           20%   Lower energy bills             67%


Saving money                 18%   Spread payments                18%


Warmer/more comfortable      14%   Warmer/more comfortable        46%
home                               home


Lower carbon                 7%    Lower carbon                   24%
emissions/better for               emissions/better for
environment                        environment

Others                       27%   Increase property value        17%
                                   Make property easier to sell   11%
                                   Installations less expensive   4%
GfK NOP / DECC, April 2011         than I thought
Defra Greener Living Fund




•   Phone Coop - 150 members saved 52
    tonnes of CO2 (0.35 tonnes per person)
    plus 2.1 tonnes of waste diverted from   •   Total Coverage - 49 members saved 26
    landfill                                     tonnes of CO2 (0.53 tonnes per person)
                                                 plus 1 tonne of waste diverted from
                                                 landfill
Green Streets – British Gas
Challenge 100 – E.ON
Affinity Sutton
Old Home, Superhome
Social media
Social media
Smart phones
DECC – LEAF projects
Eco Teams
Stay Warm, Stay Well in Birmingham
Conclusions
Learn from theories such as MINDSPACE


Learn from good practice e.g. LEAF projects, Stay
  Warm Stay Well


We need a strategic approach to community
 marketing not a race to the bottom


Birmingham is already a leader on community
  marketing and behaviour change as well as
  carbon saving, BES can become a centre of
  excellence
Phil Beardmore

philbeardmore@virginmedia.com
www.twitter.com/philbeardmore

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Energy efficiency marketing best practice July 2012 for E-ON conference

  • 1. Energy efficiency marketing best practice Phil Beardmore Localise West Midlands
  • 2. Localise West Midlands • A not-for-profit think-tank, campaign group and consultancy, which promotes localisation for social, environmental and economic benefit • Developed the Green New Deal model with Encraft for Birmingham City Council – now Birmingham Energy Savers • Action research projects – Using a Green Deal approach to tackle fuel poverty, Green Deal Opportunities for Social Enterprise • www.localisewestmidlands.org.uk • www.twitter.com/localisewm
  • 3. Watch your meters Watch your meters
  • 4. Homes behaving badly – meet Dave Meet Dave
  • 6. The energy saving adoption cycle Loft/cavity Condensing insulation boilers PV Solid wall insulation
  • 7. Does AIDA apply to energy saving? • Attention – Interest – Desire – Action • 80% of factors influencing environmental behaviour do not stem from knowledge or awareness (Blake, 1998 – the Value Action Gap) • The remaining 80% stem from behavioural psychology
  • 10. Defra Climate Challenge Fund Benson School - Tomorrow's Climate, Today's Challenge
  • 11. Defra & environmental segmentation
  • 12. Chris Rose and Values Modes
  • 13. MINDSPACE A checklist of non-coercive behavioural influences (Cabinet Office, 2010) • Messenger – we are heavily influenced by who communicates information • Incentives – our responses to incentives are shaped by predictable mental shortcuts such as avoiding loss • Norms - we are strongly influenced by what others do
  • 14. MINDSPACE • Defaults – we ‘go with the flow’ of pre-set options • Salience – our attention is drawn to what is novel and what seems relevant to us • Priming – our acts are often influenced by sub- conscious cues • Affect – our emotional associations powerfully shape our actions
  • 15. MINDSPACE Commitments - – we seek to be consistent with our public promises, and reciprocate acts Ego – we act in ways that make us feel better about ourselves
  • 18. DECC Green Deal Consumer Research UNPROMPTED RESPONSE Not wasting energy 14% Lower energy bills 20% Saving money 18% Warmer/more comfortable 14% home Lower carbon 7% emissions/better for environment Others 27%
  • 19. DECC Green Deal Consumer Research UNPROMPTED RESPONSE PROMPTED RESPONSE Not wasting energy 14% Not wasting energy 37% Lower energy bills 20% Lower energy bills 67% Saving money 18% Spread payments 18% Warmer/more comfortable 14% Warmer/more comfortable 46% home home Lower carbon 7% Lower carbon 24% emissions/better for emissions/better for environment environment Others 27% Increase property value 17% Make property easier to sell 11% Installations less expensive 4% GfK NOP / DECC, April 2011 than I thought
  • 20. Defra Greener Living Fund • Phone Coop - 150 members saved 52 tonnes of CO2 (0.35 tonnes per person) plus 2.1 tonnes of waste diverted from • Total Coverage - 49 members saved 26 landfill tonnes of CO2 (0.53 tonnes per person) plus 1 tonne of waste diverted from landfill
  • 21. Green Streets – British Gas
  • 28. DECC – LEAF projects
  • 30. Stay Warm, Stay Well in Birmingham
  • 31. Conclusions Learn from theories such as MINDSPACE Learn from good practice e.g. LEAF projects, Stay Warm Stay Well We need a strategic approach to community marketing not a race to the bottom Birmingham is already a leader on community marketing and behaviour change as well as carbon saving, BES can become a centre of excellence

Notas do Editor

  1. Anniversary of Churchill’s death – “history will be kind to me for I intend to write it”