Download Strategic approaches to change

2007 National Weatherization
Training Conference
Orlando, Florida, December 9 - 12
Rana Belshe
Conservation Connection Consulting
715-334-2707 [email protected]
In this session we will…
• Revisit basics of effective education
• Learn about some existing client education
materials, methods & delivery mechanisms
• Explore “measures of cost effectiveness”
• Reflect on weatherization’s role in energy
and climate change education
• Function as co-learners and co-teachers
What does ‘client, occupant,
customer, consumer, family,
household, or residential’
Energy Education
mean to us?
When does it happen in your
organization?
Wx Trainers Consortium Defines It:
Competency
• Principles of Adult Education
Working knowledge of:
• What actions can be taken to reduce use
• The basic steps of wx: intake, audit, test, install…
• The purpose of basic equipment used: BD, pressure
pan, combustion analyzer, gas leak detector…
• Actions necessary to maintain a healthful IAQ
Demonstrate ability to:
• Estimate the economic impacts of suggested
actions to bolster customer commitment to
change.
Principles of Adult Education
1. Partnership approach-Doing ‘with’ not ‘to’
2. Learner and Learning focused
3. Systems approach: interactive
dynamics
4. Results oriented
5. Comprehensive Planning
6. Feedback and Evaluation built in
7. Cross-trained staff— technically astute &
effective communicators & educators
Lydia Gill-Polley & Rana Belshe 1997
Putting Costs on Behaviors
Changing Behaviors to meet Cost
The Total Consumption Picture
© Conservation Choices 1992, Rana Belshe Lydia Gill-Polley
Types of Learning
• Know about – info, ideas, facts, reasons,
benefits
• Understanding – can use/apply info
• Skills – How to do, can incorporate new
behaviors
• Attitudes – adoption of new feelings
• Values- adoption of beliefs that propel
actions
• Knowledge – internalization of information,
understanding, skills, attitudes, values and
life experience
Location-Delivery Mechanisms
•
•
•
•
•
In office
In home
By mail
By phone
Internet
TACTICS THAT HELP PEOPLE LEARN
• Negotiate partnerships
• Dialogue to identify
self-interest /needs /
wants
• Show what different
energy-related
behaviors cost
• Demonstrations
• Labeling
• Measuring
• Dialogue about
alternatives
• Contracting
• Write and sign
action plans
• Problem-solving
• Reading
• Feedback
For Action to Occur & be
Sustained Occupants Need:
• Recognize the need or opportunity
• Recognize that their actions can make an
impact
• Access to accurate, consistent information
• Access to resources (financial & time)
• Receive feedback / incentives
• A way to measure progress against a goal
• Access to technical expertise / workforce
Sample Learner Objectives
• Need to pay utility bills
• Connections between
energy use and cost
• Thermostat
management
• Moisture management
• Responsibility to report
problems promptly
• Benefits of installed
measures
• Responsibilities re:
installed measures
• DHW flow &
temperature impacts
• Refrigerator operating
tips
• Filter replacement
• Fan use and settings
• CFL box & safe disposal
information
• Cost of various end uses
Resources (Materials) We Use To
Help People Learn
• Printed program
materials
• Utility bills
• Diagnostic Tools: kWh,
RH Meters,
Thermometers, Drip
gauges, water flow
devices, timers
• Computers, calculators,
& related software
• Web-sites: program,
utility, public purpose,
informational
• Energy Use devices
• “How-to” DVDs, CDs,
• Insructional materials:
product literature,
kit/mailers,
• Cameras, still & video
• Recorders, DVDs, CDs
• Clip boards, pencil
• Flip charts, post-it
notes, markers, tape
• Reminders/Prompts
• Posters, etc.
Prioritizing Actions
“Education” vs Feedback
1000
900
800
700
600
First Electric Bill
April 2, 2005
500
400
300
200
100
41
46
51
56
61
41
46
51
56
61
101
36
36
96
31
31
91
26
26
86
21
21
81
16
16
76
11
11
71
6
6
66
1
1
0
1000
900
800
700
Second Electric Bill
April 29, 2005
600
500
400
300
200
100
101
96
91
86
81
76
71
66
0
Source: John Snell & Dan Helmes, Boston Public Housing Authority
Blue Line PowerCost Monitors
• Instantaneous
Demand &
Cost
• Cumulative
Use
• Time
• Temperature
at the meter
www.bluelineinnovations.com 866-607-2583
Feedback & Controls
http://www.energystar.gov
Products
Home Performance
Graphics Library
Interactive Calculators
Home Energy
Yardstick
Success Stories
http://njcleanenergy.com
• Electric Utilities
Territory Maps
• Residential programs
• Links to resources
• Baseline studies
• Renewable programs
• Tax provisions
• Green energy
Carneige Mellon:
www.stepgreen.org/info
• Web-based systems gaining traction
• Designed as social networking
connection surveyed to create set of
“actionable suggestions” and responses:
“Already do. Definitely will do. Might do.
Might or might not. Probably won’t.
Definitely won’t. Will never apply.
• Has a box on MySpace page to show how
they are doing and establish affinity
groups
Behavior Change Continuum
Very Resistant
Eager Adopter
Stage Assessment
Sample Question
Answe
r
Do I seriously intend to
address climate change by
altering my lifestyle?
0 – No
1 – Yes
I have looked into climate
change and am developing a
plan to reduce my energy
consumption.
0 – False
1 – True
I have taken steps to reduce
my carbon profile and will
expand my efforts in the near
future.
0 – False
1 – True
Staging
Score by summing the totals:
Sum = 0:
Sum = 1:
Sum = 2:
Sum = 3:
Sum = 4:
Uninvolved
Engaged
Exploring
Testing
Adoptive
The more I learn; the more I
0–
need to learn. I never realized Disagree
just1 ofhow
much
opportunity
Stage
8--Strategic
Approaches
to Behavioral Change, ACI 2007, Kevin Monte de Ramos & Rana Belshe
1 – Agree
existed.
Notes on Behavior Change from
Social Scientists*
• Accept roles of innovation & diffusion
• Use norms effectively
• High “likeability & memorability” don’t
mean a message will elicit action
• Prompts & public commitments work
• Capture credible sources
• Limits of information & brochures
• Cultural transition to “U-Tube nation”
* Behavior, Energy & Climate Change Conference,
http://piee.standford.edu/behavior
“Effective Communication means the
Receiver understands the meaning of
the message as the Sender intended it!”
www.ecoalign.com
Top EcoPinion Findings
1. Most consumers can’t articulate difference between
energy conservation & energy efficiency.
2. To conserve, 25% buy efficient products; 19%
lower tstat; women take more actions around
conserving.
3. 30% understand the term smart energy; 32% say
they are not doing enough about it.
4. 30% do not know what clean energy signifies.
5. 41% don’t know what demand response is, yet
44% find it unpopular, 42% annoying, & 40%
unhelpful
Cost Effectiveness
Dependent on
• Time
• Money
• Outcomes
Barriers to Cost Effective Client
Education
•
•
•
•
•
•
Time, Money, Outcomes
Not required
Getting energy use information can be difficult
Getting information of quality can be difficult
Savings are difficult to measure and in dispute.
Michael Blasnik concluded from his two decades of
work evaluating weatherization programs that “There
is too little unexplained savings remaining to expect a
large educational effect on home energy savings.”
Which Beans do we Count?
•
•
•
•
•
•
•
Client education is often not a primary process
Evaluation results limited & confounding
Self-reporting unreliable
Persistence is problematic
Savings to Investment ratios generally poor
Energy is only part of the picture
Benefits/impacts language is inconsistent &
awkward
Expressing Energy &
Non-Energy Impacts
Low Income Household
Ratepayers & utility
Society
National Evaluation of the Weatherization Assistance Program:
Preliminary Evaluation Plan for Program Year 2006 ORNL/CON-498
National Wx Evaluation Plan
• Client education will be further assessed through
case studies and by conducting a client education
test/survey…and:
• identifying the approaches used to educate clients
about energy use and efficiency,
• determining which approaches resulted in the
greatest knowledge retention
• determining how demographics of the weatherized
households impact the effectiveness of the education
• identifying who is most effective at delivering client
education
• determining the expertise required of the educator
to produce best results
Weatherization Plus Perspective
Current Plan Period 2005:
• Launch www.weatherizationplus.org
website
• ORNL analysis of risks and
opportunities for low-income
communities under emerging climate
change policies…strategic partnerships
to reduce greenhouse gas emissions …
Ongoing from 1999-2004
• Leveraged Partnerships Project
Weatherization Works!
As Ronald Shaw said:
• Energy intensive housing
• High & increasing costs of home energy
• Reduced disposable income due to all
rising costs
• Reduced Carbon Footprint
Carbon Footprint
A carbon footprint is a "measure of
the impact human activities have on the
environment in terms of the amount of
green house gases produced,
measured in units of carbon dioxide
Carbon Footprint Results:
•
23.1 metric tons of carbon (25.41 short T.)
•
Housing: 12.5 T
•
Cars: 6.1 T
•
Flight: 4.5 T
Or
•
1093 pounds CO2/mo
•
Home energy: 762 lbs/mo
Or
•
36.43 lbs/day or
•
18.21lbs/day/capita
Carbon per capita pounds per day
Austria 16
Canada 32
Ireland 18
Mexico 6
Mongolia 5
Netherlands 27
NZ 15
Nigeria 1
Norway 19
Senegal 1
Sweden 11
Venezuela 10
AK 114
AZ 18
CO 26
DC 32
MA 22
MD 23
NY 18
OR 19
VA 27
VT 17
WA 21
WI 31
World average: 7 lbs/day
Average American: 33
lbs/day
Average Californian: 18
lbs/day
•Targets for limits on emissions are in place at city, region, & state level.
•CA goal is to reduce CO2 emissions to 80% below 1990 by 2050 (AB32)
http://www.ucsusa.org/global_warming/science/emissionstarget.html
Worthy Websites
•
•
•
•
•
•
•
•
Union of Concerned Scientists www.ucsusa.org
Alliance for Climate Protection www.climateprotect.org
Environmental Defense Fund www.fightglobalwarming.com
www.safeclimate.net/calculator
http://www.earthlab.com/carbonProfile/LiveEarth.htm?ver=14
2030 Challenge www.architecture2030.org
Regreen www.regreenprogram.org
Breathing Earth http://www.breathingearth.net/
iStockphoto
“It doesn't have to
be like this.
Drop that apocalyptic
vision and start
imagining a
positive future”
Karen Hurley GRISTTM
Environmental News and
Commentary, July 11, 2007
Alliance for Climate Protection
• Focus on solutions
• Mainstream & mobilize the majority
– 18% ignorance & denial; 38% fear & confusion; 35%
engagement; 9% Activism. Looking to move fearful &
confused to engagement and engaged to activism with
concurrent trend from implement individual actions to
influence and get collective action
• Counter naysayers
– Well-resourced response effort based on the facts
– Reframe the issue
– Neutralize the agnostic
• Mass persuasion—have heroes telling story; EDF ad
www.climateprotect.org/
“60 Seconds to Save
the Earth” Ecospot
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