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Information has, however, been most effective when delivered in a way that is
tailored, based on “real life” and focused on benefits – not only financial benefits
but also, for example, on improvements to indoor climate and building appearance
(Breukers et al. 2009). This demonstrates the limits of labelling as a means
to provide information respecting energy efficiency aspects of products from
the time of purchase to the use phase of buildings and appliances. Labelling
can, however, function as a point of entry to processes that support large-scale
shifts towards efficient living – a shift that requires an exchange of knowledge
and information between policy makers, business, society, and the research
community.
Efficient users: people and behaviour
While energy savings achieved through design and construction of efficient
buildings and appliances are important, there is equally important need for efficient
use habits by consumers. This requires a focus on people and their behaviours.
There are many opportunities for change in this area, including focusing
on information and education, establishing new social norms and monitoring
and feedback mechanisms, and shared housing.
Raising awareness of energy consumption and its relation to our environment
is crucial. Many actors on different scales ranging from local municipalities to
international NGOs run information campaigns to increase awareness and provide
information on the potential of energy savings. Somewhat smaller scale
initiatives with concrete information and guidance are effective in the short term
by means of creating new social networks that can also, in turn, support longerterm
changes (Promising practices 11 and 12).
One approach to raising awareness of personal energy consumption is to increase
visibility of consumption through frequent feedback, for instance through
regular billing with clear consumption and cost information. ICT services are
available that monitor and indicate detailed energy consumption data on inhouse
displays or internet portals. Several countries have begun to roll-out
“smart meters” that monitor consumption and more are set to follow. Although
these feedback technologies and services are still in the early stages their added
value in terms of supporting behaviour change is already clear.
Promising practices
Promising practice 11: EURONET 50/50
The 50/50 project is supported by the Intelligent Energy Europe
programme. At least 50 schools will get involved using
the 50/50 methodology developed in Hamburg (Germany) in
1994. The idea is that 50% of the energy savings achieved in
the school will return to the centre as economic transfers,
while the other 50% will be a net saving for the manager of
the school building.
http://www.euronet50-50.eu
Promising practice 12: Behaviour change programmes
The Hungarian energy intermediary GreenDependent implemented
a nationwide behaviour change programme focusing
on a sense of community achievement between May
2010 and April 2011. A total of 500 families participated. The
leading 21 families achieved a carbon footprint reduction of
3.5 tonne/year/capita (more than 60%) relative to the Hungarian
average.
www.greendependent.org
The Finnish government-owned company Motiva and social
housing association VVO together developed the Energy Expert
programme in 1993. Since then over 3,000 volunteers
have been trained as “peer to peer advisors” on more sustainable
energy and water consumption behaviours in their
neighbourhoods and communities. On average, 5% energy
conservation for heating, 10% for electricity and 20% for water
usage are achieved.
www.energychange.info
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SUSTAINABLE LIFESTYLES: TODAY’S FACTS & TOMORROW’S TRENDS