Loss not gain?

Nick Stern, in his ground breaking economic review, prescribes three essential elements for addressing climate change. We’re familiar with the price and technology approaches. But less is said about the third – behaviour change.

The American Psychological Association’s Global Climate Change task force report is a great addition to this behaviour space. It includes strategies for delivering action.

For example, people cut their energy use competitively if their neighbours are doing it. But not so well when asked to use fans instead of a/c, turn off lights or look after future generations. And financial savings are not too effective either, the influence of your neighbours can be far more important.

How cost is framed is also important. Many business cases, showing the profitability of energy efficiency, inexplicably gather dust. These cases often focus on savings. Yet future loses are a more compelling motivation. It’s better to tell people and businesses they are wasting $100,000 a year than we can save 100 grand.

Naturally, there’s a lot more – such as identifying whether your stakeholders respond best to the influence of neighbours or are a group of globally minded and motivated citizens – see The Mind.

Also see Climate Change Leadership and Worldenergyblog (picture above) on psychology. But… for a quick (unscientific!) snapshot …

Vote for the most compelling Murraylands Life sales pitch. I’d buy this home if told (click if you can’t see poll):