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A Strategic Simulation Briefing Book - HDF: Housing Development ...

A Strategic Simulation Briefing Book - HDF: Housing Development ...

80 APPEALING TO SOCIAL

80 APPEALING TO SOCIAL NORMS • Rutland HEAT Squad, JEEP (Jasper), and Long Island Green Homes: These programs all played to social norms by using program participants as ambassadors and/or highlighting peer experiences in their marketing. FULLER ET. AL. (2010) REPORT on experimental research finding that energy savings behaviors are more strongly correlated with the belief that other people are conserving energy than with any other motivators – even though people were not likely to cite social norms as an important influence in their decision. • Energy Smackdown uses a fun „competition‟ with the idea that bringing people together to play a game is more likely to encourage meaningful action than simply making energy efficiency information available. The Kansas Take Charge Challenge is another example. FULLER ET. AL (2010) CAUTION that competitions may be a good first step but “it is important to consider how to move people beyond minor improvements and changes in habit to more comprehensive energy improvements.” • Several programs, including New Kensington Community Development Corporation in Philadelphia and SustainableWorks in Washington State, have created VOLUNTEER BLOCK CAPTAIN PROGRAMS to conduct door-to-door canvassing and hold house meetings to encourage their neighbors to save energy. New Kensington Community Development Corporation‟s program also asks residents to make a “GREEN PLEDGE” including pledging to save energy.

81 Other messaging strategies • GreenHomes America (a national contractor network) emphasizes, “save money and live more comfortably,” as well as “breathe healthier air indoors,” “help the environment” and “achieve energy independence.” See www.greenhomesamerica.com

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