Wednesday, March 10, 2010
Using Peer Pressure to Cut Energy Use
Surprisingly, it works better than conventional energy-efficiency programs.
Energy efficiency has been called the low-hanging fruit for reducing carbon emissions, because it actually pays for itself. But it can be difficult to get people to take simple steps to save energy, and it's hard to maintain those savings over time. For example, people offset the savings from a new efficient refrigerator by changing their habits or buying a plasma TV.
A company called OPOWER has what appears to be a successful strategy for dealing with this human element of energy efficiency. It has increased participation in energy efficiency programs from about 5 percent to 80 percent for the utilities that have used it so far, and the savings appear to be sustained.
So far, since its founding in 2007 the company claims its program has saved over 90 million kilowatt hours of electricity. The company has even attracted the interest of the White House--last week President Obama dropped by, highlighting the company as a source of the green jobs he hopes to help create.
The company's approach is based on the idea that people want to fit in. OPOWER first lets people know how their energy use compares to that of their neighbors. Then for each billing period the company gives them a single tip that they can act on, also connected to what they're neighbors are doing, such as "Most people in your area keep their AC at 78 degrees." They also tell people how much energy they will save.
It's obvious how this could work with people who are using more electricity than average. But for those using less than average, the company also compares them to their "efficient" neighbors to motivate change.
The company makes use of public information (such as from the tax assesor's office and weather data) as well as third-party demographics to tailor results. If a person is renting, OPOWER doesn't recommend insulating the house, for example. It also has software that looks at energy use patterns to identify likely sources of energy waste. Power spikes during hot days greater than that shown in neighboring houses could suggest someone has an inefficient air conditioner.
It seems like a promising approach. But it's not going to solve the world's energy problems on its own. On average the program has cut energy consumption by a modest amount--about 2.5%.
Massachusetts Institute of Technology
Comments
The commercial about the "green police" aired during the Super Bowl is not far off.
Pelosi on March 9th implied that "it isn't about Health Control, its about Diet" They plan on controlling every aspect of our lives from the energy we consume to the food we consume.
There isn't an energy shortage.
Kevin, PLEASE look at this government's proposed policies with more skepticism.
RD
03/11/2010
Posts:153
To be clear, OPOWER is not a government policy. It is a privately held company.
This is not an example of government control over people's private lives. It's not even about companies controlling people. OPOWER just provides information to consumers to help them save money.
Incidentally, "peer pressure" is probably misleading. The system does not give your specific information to your neighbors. It just lets you know, in aggregate, about patterns of energy use in your neighborhood.
So, what, exactly, is your objection?
Kevin
Kevin Bull...
03/11/2010
Posts:128
keratak
03/11/2010
Posts:1
aburgman
03/11/2010
Posts:1
RD, thanks for letting me know I need to increase your dose when I get back to the lab.
OH! did I say that ... out loud.
cobblersch...
03/11/2010
Posts:1
StupidPeas...
03/11/2010
Posts:73
Anyway, take a look at this from England: http://www.topnews.in/now-intelligent-plug-monitor-electricity-wastage-homes-210746
ECF
03/13/2010
Posts:7
Is it "All about the 'O'"?
RD
03/11/2010
Posts:153
mkogrady
03/15/2010
Posts:300
The savings at National Grid were said to be 1 percent, and the savings at Sacramento Municipal Utility District were said to be 2 percent. Are you sure that is really better than conventional utility efficiency programs? And is it better than the "best practices" efficiency programs? What are the best practices programs, anyway?
Is peer pressure sustainable? Anything that depends on consumer psychology can be a very trivial fad.
Does this mean junk mail (with info about your neighbors) is the salvation of energy in America? I just throw my junk mail away, personally.
Do YOU care what the neighbors are doing? It strikes me as not being very useful. My own energy needs are not identical to my neighbors', so I could not possibly care less what the neighbors do.
The Department of Energy used to have energy efficiency programs for commercial and government (schools etc.) consumers, and they found that the best approach was to provide those consumers with solid details on specific savings achievable with specific technology changes. It usually required that someone visit the store or apartment complex or college or whatever and explain things personally, then leave literature with specific data. But that isn't practical at the individual residential level, I don't suppose. Some states had aggressive energy efficiency programs, such as Wisconsin. You might check with the federal Dept. of Energy or some state energy offices to see what actually works.
Or try checking with the Electric Power Research Institute. Or an independent consultant.
Alank
03/11/2010
Posts:2
If somebody is wasting energy, then that's their problem and nobody else's. That's money that could be spent doing good in the world. And because that's money that could be used by that person to improve their standing in the world, it's up to that individual to realize that the money could be spent else where to improve their life or the lives of others around them.
If you want to object to people's lifestyle, then object to the person not giving to charity, or object to the person not donating to the arts, but don't confuse cause with effect.
If the goal is ending poverty, then focus on ending poverty. If the goal is promoting musical education, then focus there. Energy consumption and production is just the means to an end. Don't focus on the means! Focus on the ends!
Devere
03/21/2010
Posts:30