Want to influence consumers? Use a stacking strategy says ACEEE
Quick Take: Many utilities don't have a choice -- they simply MUST learn how to influence consumers to save energy if they are to meet their mandated targets for demand response and energy efficiency. If you find yourself in that position, you'll want to grab a copy of the newly released ACEEE Field Guide to Utility-Run Behavior Programs (free registration required to download).
Authored by Susan Mazur-Stommen and other experts from the American Council for an Energy-Efficient Economy, it studies 281 programs from 104 energy providers. Programs for changing customer behavior, it found, fall into three broad groups:
Â· Cognition programs deliver information via social media, education and training.
Â· Calculus programs stress economically rational decisions by using feedback, games, incentives, home energy audits and installations.
Â· Social interaction programs involve social marketing, person-to person efforts, eco-teams, peer champions, online forums and gifts.
But if you really want to succeed, says ACEEE, you should stack all three together in your programs. Follow the links below for more details.- By Jesse Berst
Using the ACEEE Field Guide to Utility-Run Behavior Programs
ACEEE has released the Field Guide to Utility-Run Behavior Programs, the first comparative analysis of programs that focus on changing customer behavior to save energy.
Many utilities have undertaken behavior-based programs to help meet savings targets set by regulators and their own business needs. Our study counted 281 of these programs, many with multiple iterations, offered by 104 energy providers and third parties between 2008 and 2013.