Regional environmental networks for energy and water (RENEW)

Panel: 8. Dynamics of consumption

This is a peer-reviewed paper.

Authors:
Saskia von Gunten, Energy Saving Trust, United Kingdom
Jacob Tompkins, Waterwise, United Kingdom

Abstract

Project aim

As housing stock becomes more efficient, the impact of hot water on household emissions will become proportionately larger. This project aims to address water and energy efficiency in parallel as a way of encouraging behaviour change in a resource efficient way. Raising awareness and educating consumers in this compatible, yet largely ignored area, will help people save water, energy, carbon and money whilst tackling the issue of increasing water stress related to climate change.

Type of activities

Amongst other activities, advice has been provided and surveys have been conducted with consumers via our network of advice centres in three pilot areas - Edinburgh, Cardiff and London - using a variety of marketing and operational approaches, such as: Direct mail, online tools, partnerships, events, and calls to existing customers. Moreover, a water segmentation model was developed to focus our activities on customers most likely to take action.

Replication:

The first of its kind in Europe, this pilot has been conducted in three different geographical areas in the UK, by using a variety of approaches to identify the most effective ones to address regional variances and therefore ensure wider and efficient replication at a pan-European level.

Evaluation:

A baseline survey was conducted before any advice was provided. Customers given water advice have been surveyed every 3 months since the pilot launched. One of the key findings we have established from pre activity research is that engagement and awareness was much lower than anticipated. Only 9% unprompted were able to make the link between energy, carbon and hot water use in the baseline evaluation. However follow up evaluations suggested a rise to 16% in just a few months, which demonstrates the enormous potential of providing water and energy advice.

The pilot activity ran from September 2009 – August 2010. A comprehensive impact evaluation of the pilot findings will be available in March 2011.