Matt Fulford, head of buildings at carbon reduction company Sustain, looks at how understanding people's behaviour is a crucial element of any well planned carbon reduction programme.
'Behaviour change' has become the latest sustainability band-wagon yet it remains an intangible concept. Understanding what drives humans to act in a certain way has always been somewhat shrouded in mystery, and addressing habits relating to energy consumption is no different.
The first step is to understand what behaviours and issues need dealing with. This should be based on solid data, ideally from automatic sub-metering with at least a half hour data-feed so that usage patterns can be accurately observed. The data can then be analysed to identify any issues with technology or the building itself.
However, the resulting improvements must go hand in hand with educating and incentivising the people who use the building to get maximum efficiency.
People have a choice in their actions and it's about helping them make the right choice. For example, switch off - choose to switch off lights, computers and air conditioning when not in use; waste not - separate waste for recycling and conserve resources; control - use windows and thermostatic controls appropriately; access - choose to travel via low carbon transport or take the stairs not the lift.
The second step in the process is about communication. Individuals need to understand the benefits of changing their behaviour and sharing stories of others' success is helpful. The use of data is powerful. Real time energy displays are ideal, along with league tables and comparisons, so people can quickly see that their efforts are delivering results.
The third element for success is collaboration. A carbon reduction programme is an opportunity to create a positive partnership between property managers and occupants where all parties are helping one another achieve a common goal. Incentives can help build relationships and they do not need to be expensive. Real life examples include primary school children taking home a teddy bear for the week. For office workers, business mobiles have been upgraded to an iPhone for the individual who made the biggest commitment to change.
It takes time and effort to understand where the issues lie and to engage with people so that they feel motivated to take action. Behaviour change is most successful when it works as part of a broader carbon reduction strategy that also sets out how the building fabric and technology needs to change. People and buildings work together to create our environment; they now need to integrate to make efficient environments too.
