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Achieving Behavioural Change
For Energy Efficiency Programs
Christophe Lastennetfor
EnercitEE Component Seminar 2, Annecy, 2nd February 2012
jeudi 2 février 2012
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«Everyone thinks of changing the world, but no one thinks of changing himself.»
Léon Tolstoy
Christophe Lastennet, www.appetiteforchange.net
jeudi 2 février 2012
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Christophe Lastennet, www.appetiteforchange.net
Change is an emotional journey
Acceptance
Satisfaction
Depression
DenialAnger
Shock
Fear
Excitement
jeudi 2 février 2012
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Christophe Lastennet, www.appetiteforchange.net
Change is an emotional journey
Emotions
Time
Acceptance
Satisfaction
Negociation
DepressionPassive
Active
DenialAnger
Shock
Fear
jeudi 2 février 2012
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5Christophe Lastennet, www.appetiteforchange.net
8 Steps To Lead Behavioural Change
jeudi 2 février 2012
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6Christophe Lastennet, www.appetiteforchange.net
1.
jeudi 2 février 2012
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7Christophe Lastennet, www.appetiteforchange.net
1. Establish a Sense of Urgency
jeudi 2 février 2012
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8Christophe Lastennet, www.appetiteforchange.net
1. Establish a Sense of Urgency
• Tell and show what could happen if nothing changes• Bring undisputable facts• Tell people there is still time to make a difference
jeudi 2 février 2012
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9Christophe Lastennet, www.appetiteforchange.net
1. Establish a Sense of Urgency
• Tell and show what could happen if nothing changes• Bring undisputable facts• Tell people there is still time to make a difference
Strictly fear communication will not work
jeudi 2 février 2012
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10Christophe Lastennet, www.appetiteforchange.net
2.
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11Christophe Lastennet, www.appetiteforchange.net
2. Create the Guiding Coalition
jeudi 2 février 2012
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12Christophe Lastennet, www.appetiteforchange.net
2. Create the Guiding Coalition
Influence
Inte
rest
& S
uppo
rt
Low High
Low
High
business group A
business group B
State
Unions
Region
NGO
jeudi 2 février 2012
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13Christophe Lastennet, www.appetiteforchange.net
2. Create the Guiding Coalition
Influence
Inte
rest
& S
uppo
rt
Low High
Low
High
business group A
business group B
State
Unions
Region
NGO
jeudi 2 février 2012
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14Christophe Lastennet, www.appetiteforchange.net
3. Develop the Change Vision
jeudi 2 février 2012
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15Christophe Lastennet, www.appetiteforchange.net
3. Develop the Change Vision• Inspiring• That makes sense for everybody concerned• You know when you have achieved it
jeudi 2 février 2012
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16Christophe Lastennet, www.appetiteforchange.net
3. Develop the Change Vision
20.20.20
• Inspiring• That makes sense for everybody concerned• You know when you have achieved it
jeudi 2 février 2012
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17Christophe Lastennet, www.appetiteforchange.net
3. Develop the Change Vision
20.20.20What does it mean for me?
• Inspiring• That makes sense for everybody concerned• You know when you have achieved it
jeudi 2 février 2012
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18Christophe Lastennet, www.appetiteforchange.net
4. Communicate for Buy-in
jeudi 2 février 2012
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19Christophe Lastennet, www.appetiteforchange.net
4. Communicate for Buy-inChallenges
Intangibility Unattractiveness
REDUCE!
jeudi 2 février 2012
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Intangibility
20Christophe Lastennet, www.appetiteforchange.net
Make it Real
4. Communicate for Buy-in
jeudi 2 février 2012
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21Christophe Lastennet, www.appetiteforchange.net
4. Communicate for Buy-in
Use Fun!
www.thefuntheory.com
jeudi 2 février 2012
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22Christophe Lastennet, www.appetiteforchange.net
4. Communicate for Buy-inPeople want to join the conversation • Use interactivity: not just one-way communication
jeudi 2 février 2012
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23Christophe Lastennet, www.appetiteforchange.net
5. Empower Action
jeudi 2 février 2012
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ENERGY
ISUNLIMITED
24Christophe Lastennet, www.appetiteforchange.net
5. Empower Action
jeudi 2 février 2012
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ENERGYAND CREATIVITY
ISUNLIMITED
25Christophe Lastennet, www.appetiteforchange.net
HUMAN
5. Empower Action
jeudi 2 février 2012
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26Christophe Lastennet, www.appetiteforchange.net
5. Empower Action
People want to be involvedjeudi 2 février 2012
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Challenges of Promoting Energy Efficient Behaviours
27Christophe Lastennet, www.appetiteforchange.net
Long term
Time
PerceivedBenefits
6.
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28Christophe Lastennet, www.appetiteforchange.net
Make it short term
Long termPerceivedBenefits
Time
6. Generate Quick Wins
jeudi 2 février 2012
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29Christophe Lastennet, www.appetiteforchange.net
6. Generate Quick Wins
• Create short term projects that will contribute to the final objective• Encourage initiative• Identify and communicate all benefits: anticipated, non-anticipated, quantitative and qualitative
First steps that will put people on a path of change
jeudi 2 février 2012
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30Christophe Lastennet, www.appetiteforchange.net
7. Don’t Let Up
Early successes will support the long term efforts needed
jeudi 2 février 2012
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31Christophe Lastennet, www.appetiteforchange.net
7. Don’t Let Up
• Build on the first successes to pursue change• Identify new projects• Enlarge the guiding coalition• Work on mid/long term initiatives: people training, new processes, innovation,...
Early successes will support the long term efforts needed
jeudi 2 février 2012
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32Christophe Lastennet, www.appetiteforchange.net
8. Anchor Changes in Culture
Culture:The way we do things
around here
jeudi 2 février 2012
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33Christophe Lastennet, www.appetiteforchange.net
8. Anchor Changes in Culture
• Align new behaviours with overall organisational/society goals• Keep it as a priority
Culture:The way we do things
around here
jeudi 2 février 2012
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34Christophe Lastennet, www.appetiteforchange.net
8. Anchor Changes in Culture
1. Establish a Sense of Urgency2. Create the Guiding Coalition
3. Develop the Change Vision4. Communicate for Buy-in
5. Empower Action
6. Generate Quick Wins7. Don’t Let Up
jeudi 2 février 2012