Dr Ruth Mourik, and Dr Sea Rotmann, the two Task 24 Co-Operating Agents gave this presentation at the eceee summer study on June 7 in Hyéres, France.

1. Subtasks of Task XXIV
PECHA KUCHA and first
results Task 24
Sea Rotmann and Ruth Mourik Operating Agents
ECEEE 2013, June 8th
Closing the Loop -
Behaviour Change in DSM: From Theory to Practice

2. Subtasks of Task XXIVwho are we ?
THEORY PRACTICE
Ruth: Science and Technology Studies, Cross-EU Behaviour Change research projects, DSM
consulting
Sea: Animal behaviour studies, research funding & evaluation, sustainable
energy policy, sustainability implementation

3. Subtasks of Task XXIV
IEA DSM Task 24
participating countries

4. 4
D
Demand Side Management (DSM) generally refers to changes that originate from the demand (energy
user) side.
Reduce the total demand for energy (conservation), whilst providing the same service (energy
efficiency) and shift demand from peak periods to off-peak periods (load-management).
What is DSM?
Pics via: tatapower.com, jcwinnie.biz, Guardian.co.uk,Treehugger.com,
Text
Subtasks of Task XXIVwhat is DSM?

5. 4
D
Demand Side Management (DSM) generally refers to changes that originate from the demand (energy
user) side.
Reduce the total demand for energy (conservation), whilst providing the same service (energy
efficiency) and shift demand from peak periods to off-peak periods (load-management).
What is DSM?
Pics via: tatapower.com, jcwinnie.biz, Guardian.co.uk,Treehugger.com,
Text
Subtasks of Task XXIVwhat is DSM?

6. What is DSM and Behaviour Change
in Task 24? (in a tweet)

7. 6
An important caveat
In this Task, a successful behaviour change outcome results in improved
energy use by households and businesses.This does not necessarily
focus solely on an immediate reduction in total energy use, but on
the most efficient and environmentally friendly use of energy to
derive the services that underpin societal and economic wellbeing.
an important caveat

8. Subtasks of Task XXIV
WHY, OH WHY
BEHAVIOUR?
30% of energy demand is locked in behavioural wedge
Includes: technology uptake, use and maintenance
purchasing and investment behaviour
habits and routine behaviour
social acceptability

9. 8
Premise for Task XXIV
That the current energy efficiency gap results from:
 Homo sapiens sapiens ≠ Homo economicus
 overly technocratic approaches
 the limited transfer of best practice and good research
to the policy domain
 the lack of meaningful monitoring and evaluation tools
premise of Task 24

10. 9
Objectives of Task XXIV
Text
Premise for Task XXIVobjective of Task 24

11. 10
Target Audience of Task XXIV
Pics via: theinnovativeeducator.blogspot.com, dreamstime.com, agu.org, lifesupplemented.org, rassutassu.com, change.comminit.com
1. Intermediaries
2. Policymakers
3. (Research) funders/investors
4. Technology developers,
industry
target audience of Task 24

12. 11
Some special features of Task XXIV
Text
Premise for Task XXIVspecial features of Task 24

13. 12
Subtasks of Task XXIV
5-
Expert platform
1- Helicopter
overview of
models,
theories,
contexts, case
studies and
evaluation
metrics
2-
In depth
analysis in
areas of
greatest need
3-
Evaluation
tool for
stakeholders
4-
Country-
specific
project ideas,
action plans
and pilot
projects
Premise for Task XXIVsubtasks (deliverables)

14. 13
Subtask I - Helicopter OverviewPremise for Task XXIVsubtask I
•Overview of models
and theories of change
used in case studies
•Overview of definitions
•Inventory of experts
•Navigation tool to
translate theory to be
useful by practitioners

15. 14
Subtask I - Helicopter OverviewPremise for Task XXIV
subtask I -
helicopter overview
Models of behaviour help us to understand specific
behaviours, by identifying the underlying factors
which influence them.
By contrast, theories of change show how behaviours
change over time, and how they can be changed.

16. Subtasks of Task XXIV
feedback from
workshops

17. Subtasks of Task XXIV
how to frame the most
frameworks
Developed from Chatterton and Wilson (2011)

18. 17
Subtask I - Helicopter OverviewPremise for Task XXIV
subtask II -
specific case studies
smart metering
transport
building retrofits
SMEs

19. 18
Subtask I - Helicopter OverviewPremise for Task XXIV
subtask III -
evaluation
 WHAT IS A SUCCESSFUL LONG-TERM
BEHAVIOUR CHANGE OUTCOME TOYOU?

20. 19
Subtask IV: Country-specific
recommendations
19
subtask IV -
country-specific recommendations

21. Subtasks of Task XXIV
subtask V - expert
platform
JOIN US?
drsea@orcon.net.nz

22. 21
• Identify the range of models/theories used in DSM interventions
in:
• smart metering
• SMEs
• (personal) mobility
• retrofitting
• Understand the benefits and drawbacks
• Impact on design, implementation, monitoring and evaluation
• We collected more than 40 cases, often “learning” stories
• Currently 3 main models or theories informing the
retrofitting interventions
Subtask I: Helicopter Overview

23. 22
The storyline from an end-users perspective
• How am I motivated to respond? Why should I do
this?
• What do I need to do and what will others do?
• What will it take and what will it ‘cost’ me?
• Will I get help?
• What behaviour do I need to change and how
much will I need to change?
• Will it be difficult?
• What will I gain? What is in it for me?
• Will I get feedback that I understand and that I
trust and that tells me what the result was of my
actions?
Storytelling as a tool?

24. 23
Several of our Retrofitting cases informed
by neo classical economics: money and
information
http://www.contemporaryartdaily.com/wp-content/uploads/2012/02/2.jpg
http://pinterest.com/kyrpersa/homo-economicus/
Observations retrofitting

25. 24
Neo classical economics
and retrofitting

26. 24
• Money makes the world go round
Neo classical economics
and retrofitting

27. 24
• Money makes the world go round
• You need to change your home’s energy use and we will help you by
paying (part of) its retrofitting
Neo classical economics
and retrofitting

28. 24
• Money makes the world go round
• You need to change your home’s energy use and we will help you by
paying (part of) its retrofitting
• By the way, you need to pay up first and then it’ll take a while before
we pay you back….
Neo classical economics
and retrofitting

29. 24
• Money makes the world go round
• You need to change your home’s energy use and we will help you by
paying (part of) its retrofitting
• By the way, you need to pay up first and then it’ll take a while before
we pay you back….
• The info we need from you will teach you all you need to know
Neo classical economics
and retrofitting

30. 24
• Money makes the world go round
• You need to change your home’s energy use and we will help you by
paying (part of) its retrofitting
• By the way, you need to pay up first and then it’ll take a while before
we pay you back….
• The info we need from you will teach you all you need to know
• You only need to make a one time decision to invest
Neo classical economics
and retrofitting

31. 24
• Money makes the world go round
• You need to change your home’s energy use and we will help you by
paying (part of) its retrofitting
• By the way, you need to pay up first and then it’ll take a while before
we pay you back….
• The info we need from you will teach you all you need to know
• You only need to make a one time decision to invest
• We have the technology you need, we will put it in and that’s it!
Neo classical economics
and retrofitting

32. 24
• Money makes the world go round
• You need to change your home’s energy use and we will help you by
paying (part of) its retrofitting
• By the way, you need to pay up first and then it’ll take a while before
we pay you back….
• The info we need from you will teach you all you need to know
• You only need to make a one time decision to invest
• We have the technology you need, we will put it in and that’s it!
• If you do not understand the tech, just don’t touch the buttons…
Neo classical economics
and retrofitting

33. 24
• Money makes the world go round
• You need to change your home’s energy use and we will help you by
paying (part of) its retrofitting
• By the way, you need to pay up first and then it’ll take a while before
we pay you back….
• The info we need from you will teach you all you need to know
• You only need to make a one time decision to invest
• We have the technology you need, we will put it in and that’s it!
• If you do not understand the tech, just don’t touch the buttons…
• You will save money for a nice weekend to the Bahamas
Neo classical economics
and retrofitting

34. 24
• Money makes the world go round
• You need to change your home’s energy use and we will help you by
paying (part of) its retrofitting
• By the way, you need to pay up first and then it’ll take a while before
we pay you back….
• The info we need from you will teach you all you need to know
• You only need to make a one time decision to invest
• We have the technology you need, we will put it in and that’s it!
• If you do not understand the tech, just don’t touch the buttons…
• You will save money for a nice weekend to the Bahamas
• You only need to give us a bill from your installer, we probably won’t
check what actually happened in your home
Neo classical economics
and retrofitting

35. 24
• Money makes the world go round
• You need to change your home’s energy use and we will help you by
paying (part of) its retrofitting
• By the way, you need to pay up first and then it’ll take a while before
we pay you back….
• The info we need from you will teach you all you need to know
• You only need to make a one time decision to invest
• We have the technology you need, we will put it in and that’s it!
• If you do not understand the tech, just don’t touch the buttons…
• You will save money for a nice weekend to the Bahamas
• You only need to give us a bill from your installer, we probably won’t
check what actually happened in your home
• What counts for us is how many ( m2, $ spent, Number of homes)
Neo classical economics
and retrofitting

36. 24
• Money makes the world go round
• You need to change your home’s energy use and we will help you by
paying (part of) its retrofitting
• By the way, you need to pay up first and then it’ll take a while before
we pay you back….
• The info we need from you will teach you all you need to know
• You only need to make a one time decision to invest
• We have the technology you need, we will put it in and that’s it!
• If you do not understand the tech, just don’t touch the buttons…
• You will save money for a nice weekend to the Bahamas
• You only need to give us a bill from your installer, we probably won’t
check what actually happened in your home
• What counts for us is how many ( m2, $ spent, Number of homes)
• We will do the number crunching but we do not need to know what
you saved, don’t worry, we will use models to calculate all energy
savings
Neo classical economics
and retrofitting

37. 24
• Money makes the world go round
• You need to change your home’s energy use and we will help you by
paying (part of) its retrofitting
• By the way, you need to pay up first and then it’ll take a while before
we pay you back….
• The info we need from you will teach you all you need to know
• You only need to make a one time decision to invest
• We have the technology you need, we will put it in and that’s it!
• If you do not understand the tech, just don’t touch the buttons…
• You will save money for a nice weekend to the Bahamas
• You only need to give us a bill from your installer, we probably won’t
check what actually happened in your home
• What counts for us is how many ( m2, $ spent, Number of homes)
• We will do the number crunching but we do not need to know what
you saved, don’t worry, we will use models to calculate all energy
savings
• But if you want to know how much energy you saved, buy a metering
device.
Neo classical economics
and retrofitting

38. 25
Observations retrofitting
enayetkabir.blogspot.com
greenbookblog.com
Several of our
Retrofitting cases
informed by
behavioural
economics

39. 26
Behavioural economics
and retrofitting

40. 26
• Money makes the world go round
Behavioural economics
and retrofitting

41. 26
• Money makes the world go round
• Information helps us both
Behavioural economics
and retrofitting

42. 26
• Money makes the world go round
• Information helps us both
• You have many choices but we will make sure you will make
the right one to retrofit your home
Behavioural economics
and retrofitting

43. 26
• Money makes the world go round
• Information helps us both
• You have many choices but we will make sure you will make
the right one to retrofit your home
• And to do so, we have the money, technology you need and we
will design rules, regulations, institutions, or infrastructure that
will nudge you in the right direction
Behavioural economics
and retrofitting

44. 26
• Money makes the world go round
• Information helps us both
• You have many choices but we will make sure you will make
the right one to retrofit your home
• And to do so, we have the money, technology you need and we
will design rules, regulations, institutions, or infrastructure that
will nudge you in the right direction
• You only need, not only for yourself but for the sake of all, to
make a one time decision to invest
Behavioural economics
and retrofitting

45. 26
• Money makes the world go round
• Information helps us both
• You have many choices but we will make sure you will make
the right one to retrofit your home
• And to do so, we have the money, technology you need and we
will design rules, regulations, institutions, or infrastructure that
will nudge you in the right direction
• You only need, not only for yourself but for the sake of all, to
make a one time decision to invest
• You will save money or the environment or whatever matters
to you
Behavioural economics
and retrofitting

46. 26
• Money makes the world go round
• Information helps us both
• You have many choices but we will make sure you will make
the right one to retrofit your home
• And to do so, we have the money, technology you need and we
will design rules, regulations, institutions, or infrastructure that
will nudge you in the right direction
• You only need, not only for yourself but for the sake of all, to
make a one time decision to invest
• You will save money or the environment or whatever matters
to you
• You only need to give us a bill from your installer, we won’t
check what really happened in your home
Behavioural economics
and retrofitting

47. 26
• Money makes the world go round
• Information helps us both
• You have many choices but we will make sure you will make
the right one to retrofit your home
• And to do so, we have the money, technology you need and we
will design rules, regulations, institutions, or infrastructure that
will nudge you in the right direction
• You only need, not only for yourself but for the sake of all, to
make a one time decision to invest
• You will save money or the environment or whatever matters
to you
• You only need to give us a bill from your installer, we won’t
check what really happened in your home
• What counts for us is how many ( M2, $, homes)
Behavioural economics
and retrofitting

48. 26
• Money makes the world go round
• Information helps us both
• You have many choices but we will make sure you will make
the right one to retrofit your home
• And to do so, we have the money, technology you need and we
will design rules, regulations, institutions, or infrastructure that
will nudge you in the right direction
• You only need, not only for yourself but for the sake of all, to
make a one time decision to invest
• You will save money or the environment or whatever matters
to you
• You only need to give us a bill from your installer, we won’t
check what really happened in your home
• What counts for us is how many ( M2, $, homes)
• We will use models to calculate energy savings
Behavioural economics
and retrofitting

49. 26
• Money makes the world go round
• Information helps us both
• You have many choices but we will make sure you will make
the right one to retrofit your home
• And to do so, we have the money, technology you need and we
will design rules, regulations, institutions, or infrastructure that
will nudge you in the right direction
• You only need, not only for yourself but for the sake of all, to
make a one time decision to invest
• You will save money or the environment or whatever matters
to you
• You only need to give us a bill from your installer, we won’t
check what really happened in your home
• What counts for us is how many ( M2, $, homes)
• We will use models to calculate energy savings
• But if you want to know how much energy, CO2, trees or
polar bears you saved, buy a metering device
Behavioural economics
and retrofitting

50. 27
They do well within what they intend to do
• The programmes are relatively easy to evaluate in quantitative terms and
often show really 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…
But if we want to tell a learning story:
• One-off programmes, no continuity after insulation
• Paradox: demand for information! And a lot of pre-financing required…
• Only financial and technological tailoring
• Hardly any flexibility or end user participation
• Only fostering self-interested, extrinsic motivations (money)
• Technocratic and policy-driven approach
• Not focused on changing energy use patterns (routine behaviour)
• Danger of rebound
• And: will this really change the building sector or market long term?
What can we learn?

51. 28
blogs.scientificamerican.com
Systemic approaches and
retrofitting

52. 29
Systemic approaches and
retrofitting

53. 29
• Together we will make the world go round
Systemic approaches and
retrofitting

54. 29
• Together we will make the world go round
• You embody what we need to know and change: do, feel, learn
Systemic approaches and
retrofitting

55. 29
• Together we will make the world go round
• You embody what we need to know and change: do, feel, learn
• We will help you understand and use the technology, and train
those that install and sell it to you
Systemic approaches and
retrofitting

56. 29
• Together we will make the world go round
• You embody what we need to know and change: do, feel, learn
• We will help you understand and use the technology, and train
those that install and sell it to you
• We will create a supportive material, institutional and social
environment to ensure your needs are met
Systemic approaches and
retrofitting

57. 29
• Together we will make the world go round
• You embody what we need to know and change: do, feel, learn
• We will help you understand and use the technology, and train
those that install and sell it to you
• We will create a supportive material, institutional and social
environment to ensure your needs are met
• Your needs are important so we need to do this together, as if this
were your kitchen or bathroom you are renovating
Systemic approaches and
retrofitting

58. 29
• Together we will make the world go round
• You embody what we need to know and change: do, feel, learn
• We will help you understand and use the technology, and train
those that install and sell it to you
• We will create a supportive material, institutional and social
environment to ensure your needs are met
• Your needs are important so we need to do this together, as if this
were your kitchen or bathroom you are renovating
• Your life will change
Systemic approaches and
retrofitting

59. 29
• Together we will make the world go round
• You embody what we need to know and change: do, feel, learn
• We will help you understand and use the technology, and train
those that install and sell it to you
• We will create a supportive material, institutional and social
environment to ensure your needs are met
• Your needs are important so we need to do this together, as if this
were your kitchen or bathroom you are renovating
• Your life will change
• Its all about us now and our grandchildren
Systemic approaches and
retrofitting

60. 29
• Together we will make the world go round
• You embody what we need to know and change: do, feel, learn
• We will help you understand and use the technology, and train
those that install and sell it to you
• We will create a supportive material, institutional and social
environment to ensure your needs are met
• Your needs are important so we need to do this together, as if this
were your kitchen or bathroom you are renovating
• Your life will change
• Its all about us now and our grandchildren
• Quality matters and we will keep learning and sharing
Systemic approaches and
retrofitting

61. 29
• Together we will make the world go round
• You embody what we need to know and change: do, feel, learn
• We will help you understand and use the technology, and train
those that install and sell it to you
• We will create a supportive material, institutional and social
environment to ensure your needs are met
• Your needs are important so we need to do this together, as if this
were your kitchen or bathroom you are renovating
• Your life will change
• Its all about us now and our grandchildren
• Quality matters and we will keep learning and sharing
• If we need to be flexible we will
Systemic approaches and
retrofitting

62. 29
• Together we will make the world go round
• You embody what we need to know and change: do, feel, learn
• We will help you understand and use the technology, and train
those that install and sell it to you
• We will create a supportive material, institutional and social
environment to ensure your needs are met
• Your needs are important so we need to do this together, as if this
were your kitchen or bathroom you are renovating
• Your life will change
• Its all about us now and our grandchildren
• Quality matters and we will keep learning and sharing
• If we need to be flexible we will
• This is only the start of a long way and your home is the first step
Systemic approaches and
retrofitting

63. 29
• Together we will make the world go round
• You embody what we need to know and change: do, feel, learn
• We will help you understand and use the technology, and train
those that install and sell it to you
• We will create a supportive material, institutional and social
environment to ensure your needs are met
• Your needs are important so we need to do this together, as if this
were your kitchen or bathroom you are renovating
• Your life will change
• Its all about us now and our grandchildren
• Quality matters and we will keep learning and sharing
• If we need to be flexible we will
• This is only the start of a long way and your home is the first step
• We will monitor, calculate and report on energy, money, health,
welfare, comfort, wellbeing
Systemic approaches and
retrofitting

64. 29
• Together we will make the world go round
• You embody what we need to know and change: do, feel, learn
• We will help you understand and use the technology, and train
those that install and sell it to you
• We will create a supportive material, institutional and social
environment to ensure your needs are met
• Your needs are important so we need to do this together, as if this
were your kitchen or bathroom you are renovating
• Your life will change
• Its all about us now and our grandchildren
• Quality matters and we will keep learning and sharing
• If we need to be flexible we will
• This is only the start of a long way and your home is the first step
• We will monitor, calculate and report on energy, money, health,
welfare, comfort, wellbeing
• And learnings based on qualitative and quantitative inputs will be
shared (with you)
Systemic approaches and
retrofitting

65. 29
• Together we will make the world go round
• You embody what we need to know and change: do, feel, learn
• We will help you understand and use the technology, and train
those that install and sell it to you
• We will create a supportive material, institutional and social
environment to ensure your needs are met
• Your needs are important so we need to do this together, as if this
were your kitchen or bathroom you are renovating
• Your life will change
• Its all about us now and our grandchildren
• Quality matters and we will keep learning and sharing
• If we need to be flexible we will
• This is only the start of a long way and your home is the first step
• We will monitor, calculate and report on energy, money, health,
welfare, comfort, wellbeing
• 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 collectively want to!
Systemic approaches and
retrofitting

66. 30
The storyline certainly appeals to many and acknowledges the social
and inter-related elements of practices
And these approaches are often experienced as successful by those
who are participating
But if we want to tell a learning story:
• These types of interventions are very complex with many partners
• 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
• The flexibility of changing goals, aims etc makes it difficult to evaluate
• The interrelatedness of all sorts of issues makes evaluation in quantitative
terms difficult
What can we learn?

67. 31
The End