International Energy Agency -

  Enquire / contact me

Behavioural Change & Energy Efficiency

Literature & Services

International Energy Agency -
International Energy Agency -
International Energy Agency -
International Energy Agency -

Thanks to the fantastic networking nature of social media, particularly twitter, I had the great fortune to be invited to the recent Congress on Industrial Energy Recovery in Berlin (October 24-25, 2012). I have long followed EEIP on twitter, and was impressed with their work in industrial energy efficiency, and their outstanding networking and PR skills.

I am leading a new Task under the International Energy Agency’s Demand Side Management Implementing Agreement (www.ieadsm.org), Task XXIV called ‘Closing the Loop - Behaviour Change in DSM: From Theory to Practice’. A big part of this Task is to utilise the ‘social nature’ of new media to bring together an international expert group on behaviour change in DSM, to enable and foster collaboration and engagement, and to widely disseminate our findings, recommendations and outcomes. As behaviour change is basically a ‘human’ issue, and thus by definition a very social one, the so-called new, or social media lends itself perfectly as an important tool for our work.

What is particularly heartening, is that even though Dusan Jakovjlevic, head of EEIP, joked that I should come and visit ‘the dark side’ of industrial energy efficiency, I have seen many more similarities and overlaps with our Task, than differences whilst I attended the Congress. The ‘human’ aspect, especially around issues of how to change behaviours in CEOs, staff, investors, policymakers (national and international) and customers, was mentioned repeatedly during the two days.

Erik Gudbjerg, head of EEIPProcess, hit it on the nail when he was asked during the last panel, what the one thing would be that he would do to improve industrial energy efficiency. He said ‘Change behaviours, it is the most important issue we need to solve’. When asked how he would do that, he said by telling better stories of how less wasteful practices can lead to monetary savings, process and energy efficiencies and better publicity and corporate responsibility. This exchange perfectly outlines the premise for our Task, which looks into the four main themes of transport, building retrofits and smart metering, in both the household and SME sectors.  

Our objective is to bring together international experts from all behavioural disciplines and bridge the divide between theory and practice, by providing both a ‘brokerage’ and a ‘translation service’ between the researchers who understand human behaviour via the use of various theoretical models and frameworks, and the supposed end users of their research, who try to affect behaviour change in energy end user practices, via various policies, pilots and programme interventions in the ‘real world’.

EEIP can be an important partner in this aspect, both because of their large network and their networking skills, but also because no real change can take place without involving industry partners and convincing them of the large, and cheaply-accessible potential in the so-called ‘behavioural wedge’. The main response I frequently hear from industry representatives when talking about energy efficiency or behaviour change, is that energy constitutes such a small part of their overall costs, it is usually not worth to expand significant efforts in this area - especially not over others, such as eg marketing or innovation efforts.

My response would be that behavioural change in a company is a form of ‘social innovation’, one that can lead to an incredible array of co-benefits, such as increased productivity, staff and customer loyalty, improved PR, carbon credits, fulfilment of EU and national energy directives and targets, better load management leading to decreased need for energy generation, energy security, monetary savings, decreased pollution and health benefits. It often does not require large capital investment, and rather relies on staff knowledge and know-how of improving wasteful practices and processes. Of course, a large percentage of energy savings can also be achieved with installing energy efficient technologies, energy recovery or renewable generation of energy. For the best example of how such a different approach can lead to a fundamental shift to the better in a giant, global company, is to watch Ray Anderson, CEO of Interface Carpets in the excellent movie ‘So right, so smart’.

And if one should still question the need and potential for greater energy efficiency and renewable energy investment, one should look at the RENT project that one of the world’s top re-insurers Munich Re is investing in.

I really look forward to visiting Finnfjord, one of the EEIP partners showcased at this Congress, at their plant in Norway next spring to interview and film their outstanding energy efficiency achievements as a case study for our IEA Task on SMEs. I also hope to stay in close touch with Dusan, and many of the other EEIP partners and collaborators. Thankfully, this will be rather easy with the instant engagement offered by twitter and other social media tools.

To me, industry is definitely not the ‘dark side’, rather the shining knight of a brighter future where CEOs, investors, staff and customers are similarly buying in to improving energy practices in order to reap the many benefits for our economy, environment and society. If you are interested to contact me, or find out more about our IEA Task, please email me at drsea@orcon.net.nz, or tweet me @DrSeaRotmann.

Dr Sea Rotmann´s main project is being Operating Agent for Task XXIV on Behaviour Change for the IEA's DSM Implementing Agreement (www.ieadsm.org). She previously worked at the New Zealand Energy Efficiency and Conservation Authority as Principal Scientist and has been the NZ member of the IEA's Expert Group for R&D Priority Setting and Evaluation for the last 5 years. She releases a weekly newsletter called ‘Behaviour Change & Energy News’

Posted on November 16, 2012 - (4053 views)
by
TIMGlobal Media Bvba
140 Rue de Stalle 3ième étage
1180 Uccle-Brussels - Belgium
+32- (0)23186737
View full company profile
Description

TIMGlobal Media (formerly Thomas Industrial Media) concentrates upon meeting the need of industrial professionals for up-to-date product information. Since 1975, we have served the European market with industrial publications, websites and e-media.

TIMGlobal Media is a pioneer in providing specialised information for the industrial purchasing process. We serve the whole of Europe with IEN Europe, PCN Europe, Energy Efficiency: business & industry.

Local markets are provided with the following: IEN D-A-CH in Germany; PEI and ECI Electronique Composants & Instrumentation in France; IEN Italia, Il Distributore Industriale, Manutenzione Tecnica e Management, and CMI Costruzione e Manutenzione Impianti in Italy; and Endüstri Dünyasi in Turkey. Our goal is to bring buyers and suppliers together and to be the solution provider for the whole industrial buying process.

We achieve this by creating awareness, supporting the identification of new suppliers, providing up-to-date product and vendor information, and offering measurable benefits to advertisers and users.

Whether your company needs to be promoted locally in Germany, France, Italy, Turkey, or across Europe, TIMGlobal Media offers a custom mix of marketing, advertising and editorial services using a full suite of print, digital and online media.

Location
More products from this supplier
Related articles
The World of Functional Safety Standards
Metering Grease Lubrication Flow in a Wind Turbine
How do I measure
Flow Technology Spotlight:  Ultrasonic flowmeters - principles of operation
A Slow Energy Transformation
Industrial Computers with high reliability and great expandability
SPS IPC Drives in Nuremberg
EMO Hannover - The World of Metalworking
Metalworking at its Best
Looking Forward to.... 2017 HANNOVER MESSE
Achema 2018
ACHEMA 2018
Safety of Human and Machine
POWTECH - The world leading fair for for powder, granule and bulk solids technologies
Sensors & Instrumentation
POWER-GEN Conference & Exhibition 2017
EMC Service
International Motor, Magnetic  and Coil Expo
Meeting place of application industries
ADIPEC 2016