Reducing energy consumption across Europe: the role of the people

BuildSmart project

With the European 2020 targets approaching fast, there is an increased pressure on Member States to cut their greenhouse gas emissions and increase share of renewables as well as energy efficiency by 20% compared to the 1990 baseline. These EU climate and energy targets have now increased for 2030 and the European Commission envisions Europe as a low-carbon economy by 2050, which means more climate-friendly and less energy-consuming citizens.

European funded projects like BuildSmart address this need to improve energy efficiency across the different climate zones within the EU by introducing innovative energy solutions into the design of very low energy buildings. Eight partners from Ireland, Sweden and Spain have come together in this project to better understand and demonstrate energy efficient solutions ready for the market. While high attention is put on latest technologies and monitoring of the energy consumption, the BuildSmart project also recognises the role that people play in reducing the energy demand of a building.

Led by Codema, a not-for-profit energy agency for Dublin, a behavioural change programme called ‘Think Energy’ was pilot-tested in Dublin City Council’s Civic Offices and rolled out across the demonstration buildings of the project. The following highlights key learnings from the campaign and provides top tips in the area of energy awareness and engaging with energy end-users.

Klipporna office

How to Make Energy Engaging

Behavioural change is a widely researched topic in the energy industry and is often referred to as ‘energy awareness’ or ‘demand-side management’. It is all about the PEOPLE that use energy in their day-to-day lives and helping them understand how their own behaviour can play a significant role in reducing the energy demand of the building.

However, while many of these programmes are executed by energy engineers with much focus on the actual kilowatt hours saved, it is also essential to have a good understanding of the social science behind behavioural change. This involves the identification of the target audience for a behavioural change campaign which looks at people’s habits, social norm within a building, demographic and cultural differences as well as motivation. Key messages of the energy awareness campaign must be tailored to the target audience at the right time and place. It is important to remember that not every employee or resident can be converted to conserve energy! Starting an energy awareness campaign with an Awareness & Motivation Survey can therefore be useful to get a clearer picture of the situation.

The Energy Champions

Most behavioural change campaigns highlight the important role that energy champions play in spreading the energy-saving message; however few recognise a distinction between decision makers and energy enthusiasts. In each organisation, a group of Energy Change Makers can be found, who directly work with energy in the building and can make or influence decisions in the area. This might be a facility manager within a building and many campaigns are purely focused on these individuals, as they help implement energy upgrades in a building and directly influence the kilowatt hours saved. However, it is important not to underestimate the role of the Energy Change Supporters, who help positively influence an organisation’s culture and contribute through enthusiasm, will-power, and by thinking outside the box. They are the eyes and ears of the campaign and support the key messages by distributing communications material and influencing word-of-mouth on the ground. These individuals don’t buy into ‘energy jargon’ but rather want some practical support on how to make a difference.

Roth residential

The Think Energy campaign

With these key learnings in mind, Codema implemented the Think Energy awareness campaign at Dublin City Council’s headquarters from June 2013 to June 2014 as part of the FP7-funded BuildSmart project.

A Motivation & Awareness survey helped create a clear picture of the 1,500 employees of the organisation and allowed the Codema team to tailor their energy saving messages accordingly. Additionally, a night time energy audit of the building focused on any energy wasting behaviour that could be influenced which would address the problem of appliances such as copy machines, printers, lights, and computers left on overnight. Keeping in mind the relevance of incentives and competition in influencing a change in behaviour, Codema opted for the following key seasonal activities:

• June 2013 – Launch of campaign with employees entering into a competition for a 2-night stay at an eco-lodge (sponsored prize) following the completion of the motivation & awareness survey.
• September 2013 – Launch of the Think Energy Online Hub as a key component and communications channel for the campaign. This website hosts interactive energy saving tips, profiles of Think Energy Ambassadors (or Energy Change Supporters), live energy screen, and updates on events and news.
• October 2013 – Halloween Posters with Energy Pun to encourage employees to switch off the lights and fight off the so-called ‘energy vampires’ (or standby energy).
• December 2013 – Christmas Colouring Competition with kids of employees as well as Sustainable Christmas stand in canteen to encourage energy efficient behaviour at home which will translate to action at work.
• January 2014 – Think Energy Lunchtime Talk to educate employees of how to save energy at home and at work. This included the recruitment of Think Energy Ambassadors for the campaign.
• March 2014 – Training of Think Energy Ambassadors to involve them into the campaign activities, inspire them through successful projects by peers and encourage energy walkabouts.
• June 2014 – Think Energy Awareness Days held in the staff canteen and engaging with employees through a bicycle watt challenge, energy games, test drive in an electric car, stands on water conservation, insulation and lighting and an exclusive tour of the solar pv panels on the roof of Civic Offices.

Many activities were also arranged by the enthusiastic Facility Manager (Energy Change Maker) of the Civic Offices. The Think Energy campaign helped achieve 13% of energy savings over the year of implementation. More importantly though, the campaign achieved high levels of engagement with the employees of the organisation and put energy and sustainability ‘on the radar’ which ensured future projects and activities following the initial campaign.

BuildSmart Resources for Europe

Based on the pilot project in Dublin, Codema was able to develop a range of behavioural change resources which would help initiate similar campaigns across Europe. These were highlighted in the webinar A Step-by-Step Guide on Behavioural Change Programmes which was delivered by Codema’s Energy Awareness Manager Verena Brennan and is available for viewing below. 

The resources can be accessed via the BuildSmart website.