According to the Wall Street Journal, it's one of the best ways.

"It isn't financial incentives. It isn't more information. It's
guilt....Studies dating back at least three decades clearly show the
power of social norms. We tend to ascribe our actions to more
high-minded motives, or to practical concerns about money. But at its
core, our behavior often boils down to that old mantra: Monkey see,
monkey do. Researchers are now learning how to harness that instinct to
nudge us to go green."

So how can we in the home performance industry use peer pressure to motivate our next customer?

Will developments like the Home Energy Scorecard introduced by Vice President Biden this week, which allow homeowners to see how they compare to their neighbors, help or hinder?

http://online.wsj.com/article/SB10001424052748704575304575296243891...

PS: I originally posted this in the BPI group, but had a request to re-post it here.

Views: 413

Reply to This

Replies to This Discussion

It really depends on the type of neighborhood you live in. My sister lives down in Atlanta where there are a lot more young professionals and they all seem to be much more socially conscious (and pretentious). In her area, those type of campaigns could work wonders. Sort of an environmental "keeping up with the Jones".

Out here in the northern suburbs of Atlanta, campaigns like that only work on subjects the people feel (or perceive) is important. Your house, your car, how many sports your kid plays..., are all big (dumb) topics. Unfortunately, energy efficiency is not one of them.

Just used the spider web illustration the other day. When I moved the drop ceiling tiles in the basement, the homeowner could physically see the air moving the webs. Done deal!
What if the pressure came from more than just the people living near you? We're using social networks on Facebook and Twitter as a way to motivate people. Users compete to earn digital badges (or virtual pieces of Energy Flair, as we call them) for saving energy over time. They can then compare their Energy Flair collection to that of their Facebook friends, and because we've normalized the savings, they have a way to see how they're doing relative to others - and not just their neighbors.

I'm putting together flyers and other marketing campaigns for neighborhoods after I do an audit in a neighborhood built by a tract builder.  

 

But the first thing to do is to understand influence.  To that end, I'd recommend reading Influence by Dr. Robert Cialdini. He's a well known researcher in Social Psychology and is now on the science advisory board of Opower. Opower has one product they sell to utilities which is simply charting each residential customer's energy usage compared to their neighborhood.  Opower reports a 3% decrease in energy usage by simply adding that information to the bill.

 

 

RSS

Videos

  • Add Videos
  • View All

Latest Activity

Barbara Smith posted videos
7 hours ago
CharlieK posted a discussion

Eco-Cottage Program Applauded By Housing Groups, Suppliers & Lenders

AmeriSus a leading player in the eco-kit home business kicked off a new program on MLK-day which…See More
11 hours ago
Diane Chojnowski posted a discussion

Call for Nominations: Tony Woods Award and Building Performance Hall of Fame

The Building Performance Institute, Inc. (BPI) is seeking nominations for the 2017 Tony Woods Award…See More
12 hours ago
Diane Chojnowski added a discussion to the group 1000 Home Challenge
Thumbnail

January Webinar: Intro to the 1000 Home Challenge

The January Intro to the 1000 Home Challenge webinar will be  Friday, Jan 20 at 10-11:30 AM eastern…See More
12 hours ago
Diane Chojnowski's event was featured
Thumbnail

Introduction to the 1000 Home Challenge Webinar at Eastern Time

January 20, 2017 from 10am to 11:30am
The January Intro to the 1000 Home Challenge webinar will be  Friday, Jan 20 at 10-11:30 AM eastern…See More
12 hours ago
Diane Chojnowski posted an event
Thumbnail

Introduction to the 1000 Home Challenge Webinar at Eastern Time

January 20, 2017 from 10am to 11:30am
The January Intro to the 1000 Home Challenge webinar will be  Friday, Jan 20 at 10-11:30 AM eastern…See More
12 hours ago
Barbara Smith's video was featured

NY State Weatherization Story

The Weatherization Assistance Program (WAP) is an energy efficiency and conservation program administered by the New York State Homes and Community Renewal (...
12 hours ago
Quinn Korzeniecki added a discussion to the group Building Performance Institute (BPI)
Thumbnail

Call for Nominations: Tony Woods Award and Building Performance Hall of Fame

The Building Performance Institute, Inc. (BPI) is seeking nominations for the 2017 Tony Woods Award…See More
13 hours ago

Home Energy Pros

Welcome to Home Energy Pros – the unique digital community by and for those who work in the home energy performance arena.

Home Energy Pros was founded by the developers of Home Energy Saver Pro (supported by the U.S. Department of Energy) and brought to you in partnership with Home Energy magazine.  Home Energy Pros is sponsored by the Better Buildings Residential Network. Please honor our Guidelines

© 2017   Created by Lawrence Berkeley National Laboratory.   Powered by

Badges  |  Report an Issue  |  Terms of Service