Changing Behaviours, the new research report from ASK4, Utopi and Spike, explores the ways in which building energy usage and carbon emissions can be reduced by helping residents modify their habits.
In the report, Changing Behaviours reviews the latest thinking around what works when it comes to encouraging more sustainable behaviour in the context of residential properties. It also draws on insights from behavioural science as well as residents, those working at an operational level, and our own experiences in the field.
Achieving net zero and other sustainability targets in the residential sector will only be possible if we tackle the long-standing challenge of reducing resident energy and water consumption and encouraging a range of ‘green’ behaviours. What Changing Behaviours tells us is that while this may feel like an impossible task, there are clear ways we can encourage changes in resident behaviour, without infringing on living experience and personal choice.
Key findings
There are a number of key findings in the report, built on resident and operator testimonies, first hand data collection and the exploration of existing research and studies. Here are some of the headlines…
There is potential for significant reductions
The research highlights that working to change the behaviour of residents can reap significant rewards. For example, strategies that tap into the natural human instinct to conform to social norms – such as providing feedback on consumption and comparison with others - can result in behaviour changes that reduce carbon emissions in the region of 7. And that’s just according to some more conservative estimates.
Multiple different approaches are needed
Behavioural change can only occur when individuals have the capability, opportunity and motivation to do so, and this is why strategies such as information campaigns often fall short – this type of approach only addresses one part of the equation. Incorporating this type of insight from behavioural science can help to ensure that strategies are targeted where they will have the greatest impact and yield the best results.
Understanding behaviour is key
Taking the time to understand the reasons why residents, in spite of good intentions, behave in ways that are often at odds with these values is key to ensuring behavioural change is sustained. The reasons why residents often fail to follow up on values with concrete actions are many and varied – ranging from feeling powerless to make a difference (especially when others around them are not doing the ‘right’ thing), a lack of comfort, a mistrust that their accommodation provider is genuine and authentic in their sustainability efforts. A lack of information on personal consumption in comparison to others also plays a crucial role.
Technology is an enabler for change
IoT and technology such as smart meters and sensors, with personalised data presented via resident apps, can enable building operators to maximise their residents’ comfort, and identify ‘outliers’ in terms of consumption. The same technology can also provide the data needed to help residents understand their patterns of energy and water usage and compare themselves with others.
However, data on its own is not enough – energy and water consumption data is traditionally full of jargon and difficult for the average user to draw meaning from. The same technology can be used to present this data directly to residents in a way that is relatable (vital in helping to promote sustainability) and empowering.
Community is vital
Investing in developing a community not only enhances the resident experience – it can also lead to better outcomes. Residents are more likely to behave in a way that benefits the collective good if they feel an attachment to the people, place, and community in which they live. Technology such as resident engagement apps can play a crucial role in building a sense of community by helping residents to feel better connected to others as well as attached and responsible for the place they live. Even at its most basic level, offering a central place where simple energy saving tips and information can be shared will have a positive impact.
To explore these findings deeper and find out how to implement effective and meaningful strategies to reduce energy usage and carbon emissions in your buildings, download the report at ask4.com/change.
