TED2013
Alex Laskey: How behavioral science can lower your energy bill
Alex Laskey: Kako vam bihevioralna znanost može smanjiti račune za struju
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Koji je najsigurniji način smanjenja potrošnje energije? Vjerovali ili ne: saznanje koliko vaš susjed troši. Alex Laskey nam pokazuje kako nas kaprica ljudskog ponašanja sve može poboljšati te napraviti od nas mudrije potrošače sa nižim računima koji to potvrđuju.
Alex Laskey - Energy software maker
Alex Laskey helps power companies to help their customers cut down -- using data analysis, marketing and a pinch of psychology. Full bio
Alex Laskey helps power companies to help their customers cut down -- using data analysis, marketing and a pinch of psychology. Full bio
Double-click the English transcript below to play the video.
00:12
How many of you have checked your email today?
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Koliko vas je danas provjerilo svoj e-mail?
00:15
Come on, raise your hands.
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Hajde, dignite ruke.
00:17
How many of you are checking it right now?
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Koliko vas upravo to radi?
00:19
(Laughter)
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(Smijeh)
00:20
And how about finances? Anybody check that today?
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A financije? Jeste li ih provjerili danas?
00:23
Credit card, investment account?
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Kreditne kartice, investicijski račun?
00:25
How about this week?
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A ovaj tjedan?
00:29
Now, how about your household energy use?
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Što je s potrošnjom energije vašeg kućanstva?
00:32
Anybody check that today?
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Je li itko provjerio danas?
00:34
This week? Last week?
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Ovog tjedna? Prošlog?
00:38
A few energy geeks spread out across the room.
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Nekolicina geekova za energiju je u prostoriji.
00:41
It's good to see you guys.
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Drago mi je da vas vidim, dečki.
00:44
But the rest of us -- this is a room filled with people
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Ali mi ostali - ova prostorija je puna ljudi
00:47
who are passionate about the future of this planet,
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koji se brinu za budućnost svog planeta,
00:50
and even we aren't paying attention
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a čak ni mi ne pridajemo dovoljno pažnje
00:52
to the energy use that's driving climate change.
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potrošnji energije koja pokreće klimatske promjene.
00:55
The woman in the photo with me is Harriet.
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Žena na fotografiji pokraj mene je Harriet.
00:58
We met her on our first family vacation.
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Upoznali smo se na našem prvom obiteljskom odmoru.
01:00
Harriet's paying attention to her energy use,
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Harriet obraća pažnju na svoju potrošnju energije,
01:03
and she is decidedly not an energy geek.
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a ona sigurno nije geek za energiju.
01:05
This is the story of how Harriet came to pay attention.
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Čut ćete kako je Harriet počela obraćati pažnju.
01:11
This is coal,
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Ovo je ugljen,
01:13
the most common source of electricity on the planet,
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najčešći izvor električne struje na planetu,
01:16
and there's enough energy in this coal
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i u njemu ima dovoljno energije
01:19
to light this bulb for more than a year.
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da opskrbljuje ovu žarulju više od godinu dana.
01:23
But unfortunately, between here and here,
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Ali nažalost, između ovoga i ovoga,
01:25
most of that energy is lost to things
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većina te energije se potroši na stvari
01:27
like transmission leakage and heat.
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poput curenja u prijenosu energije i topline.
01:30
In fact, only 10 percent ends up as light.
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Zapravo, samo 10 posto energije postane svjetlo.
01:33
So this coal will last a little bit more than a month.
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Tako će ovaj ugljen trajati nešto više od mjeseca.
01:37
If you wanted to light this bulb for a year,
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Kad bi željeli opskrbljivati ovu žarulju godinu dana,
01:40
you'd need this much coal.
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trebalo bi vam ovoliko ugljena.
01:45
The bad news here is that, for every unit of energy we use,
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Loša strana je da za svaku jedinicu energije koju iskoristimo,
01:48
we waste nine.
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potrošimo njih devet.
01:50
That means there's good news,
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To znači da ima i dobra strana,
01:52
because for every unit of energy we save,
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jer za svaku jedinicu koju uštedimo,
01:54
we save the other nine.
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uštedimo i ostalih devet.
01:58
So the question is, how can we get the people in this room
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Pitanje je kako potaknuti ljude u ovoj prostoriji
02:03
and across the globe to start paying attention
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i diljem svijeta da počnu obraćati pažnju
02:06
to the energy we're using,
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na potrošenu energiju
02:08
and start wasting less of it?
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i prestanu ju rasipati?
02:11
The answer comes from a behavioral science experiment
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Odgovor dolazi u obliku jednog eksperimenta bihevioralne znanosti
02:13
that was run one hot summer, 10 years ago,
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koji je bio održan jednog vrućeg ljeta prije 10 godina,
02:17
and only 90 miles from here,
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i samo 145 km udaljeno odavde,
02:19
in San Marcos, California.
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u San Marcosu u Kaliforniji.
02:22
Graduate students put signs on every door in a neighborhood,
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Apsolventi su postavili natpise na svaka vrata u susjedstvu
02:25
asking people to turn off their air conditioning
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sa molbom susjedima da izgase klime
02:28
and turn on their fans.
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i upale ventilatore.
02:30
One quarter of the homes received a message that said,
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Jednoj četvrtini kućanstava je bilo napisano
02:32
did you know you could save 54 dollars a month this summer?
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"Da li znaju da mogu uštediti 54 dolara mjesečno ovo ljeto?
02:34
Turn off your air conditioning, turn on your fans.
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Izgasite klime, upalite ventilatore."
02:36
Another group got an environmental message.
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Druga grupa je dobila ekološku poruku,
02:38
And still a third group got a message about
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a treća je dobila poruku
02:40
being good citizens, preventing blackouts.
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o savjasnim građanima koji sprečavaju zamračenje.
02:43
Most people guessed that money-saving message would work best of all.
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Većina bi pomislila da je poruka sa uštedom novca najbolje prošla.
02:47
In fact, none of these messages worked.
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Zapravo, nijedna od ovih poruka nije uspjela.
02:49
They had zero impact on energy consumption.
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Nisu imale nikakav utjecaj na potrošnju energije.
02:52
It was as if the grad students hadn't shown up at all.
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Bilo je kao da se studenti nisu ni pojavili.
02:56
But there was a fourth message,
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Ali bila je i četvrta poruka
02:58
and this message simply said,
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u kojoj je jednostavno pisalo
03:00
"When surveyed, 77 percent of your neighbors
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"Vaših 77 posto anketiranih susjeda
03:04
said that they turned off their air conditioning and turned on their fans.
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je reklo da su izgasili klime i upalili ventilatore.
03:06
Please join them. Turn off your air conditioning
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Molimo vas, pridružite im se. Ugasite vaše klime
03:08
and turn on your fans."
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i upalite ventilatore."
03:10
And wouldn't you know it, they did.
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I ne biste rekli, ali uspjelo je.
03:12
The people who received this message
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Kod ljudi koji su dobili tu poruku
03:14
showed a marked decrease in energy consumption
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je zabilježen pad u potrošnji energije
03:17
simply by being told what their neighbors were doing.
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samo jer im je rečeno što im susjedi rade.
03:20
So what does this tell us?
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Što nam to govori?
03:22
Well, if something is inconvenient,
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Ako nam je nešto nepogodno,
03:24
even if we believe in it,
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ako i vjerujemo u to,
03:26
moral suasion, financial incentives, don't do much to move us --
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ni moralno uvjeravanje, ni financijski poticaji ne rade nikakvu razliku,
03:30
but social pressure, that's powerful stuff.
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ali pritisak okoline je snažna stvar.
03:34
And harnessed correctly, it can be a powerful force for good.
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I pravilno usmjerena može biti snažna sila dobra.
03:37
In fact, it already is.
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Zapravo, već jest.
03:39
Inspired by this insight, my friend Dan Yates and I
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Nadahnuti ovim otkrićem, moj prijatelj Dan Yates i ja
03:42
started a company called Opower.
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osnovali smo kompaniju nazvanu 'Opower'.
03:44
We built software and partnered with utility companies
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Izrađujemo softvere i surađujemo s komunalnim poduzećima
03:47
who wanted to help their customers save energy.
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koji žele pomoći potrošačima sa uštedom energije.
03:49
We deliver personalized home energy reports
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Izrađujemo personalizirana izvješća o osobnoj potrošnji
03:53
that show people how their consumption
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koja pokazuju ljudima kako je njihova potrošnja
03:54
compares to their neighbors in similar-sized homes.
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uspoređena sa potrošnjom njihovih susjeda u sličnim domovima.
03:57
Just like those effective door hangers,
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Kao oni učinkoviti natpisi na vratima,
03:59
we have people comparing themselves to their neighbors,
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usporedili smo ljude sa njihovim susjedima
04:02
and then we give everyone targeted recommendations
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te im dali ciljane upute
04:04
to help them save.
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o uštedi.
04:06
We started with paper, we moved to a mobile application,
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Počeli smo sa papirom, prešli na mobilne aplikacije,
04:08
web, and now even a controllable thermostat,
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internet, a sad i na kontrolirane termometre
04:11
and for the last five years we've been running
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i zadnjih 5 godina vodimo
04:13
the largest behavioral science experiment in the world.
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najveći eksperiment bihevioralne znanosti na svijetu.
04:18
And it's working.
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I uspijeva.
04:19
Ordinary homeowners and renters have saved
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Prosječni vlasnici kuća i stanoprimci su uštedjeli
04:21
more than 250 million dollars on their energy bills,
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više od 250 milijuna dolara na računima za struju,
04:25
and we're just getting started.
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a tek smo počeli.
04:26
This year alone, in partnership with more than 80 utilities
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Samo ove godine, u partnerstvu sa više od 80 komunalnih usluga
04:29
in six countries, we're going to generate
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u šest zemalja, proizvest ćemo
04:32
another two terawatt hours of electricity savings.
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još dva teravatsata uštede struje.
04:35
Now, the energy geeks in the room know two terawatt hours,
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Onih par zna koliko je to,
04:37
but for the rest of us, two terawatt hours
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ali za nas ostale - dva teravatsata
04:39
is more than enough energy to power every home
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je više nego dovoljno energije za svaki dom
04:42
in St. Louis and Salt Lake City combined
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u St.Louisu i Salt Lake Cityju
04:45
for more than a year.
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za više od godinu dana.
04:47
Two terawatt hours, it's roughly half
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Dva teravatsata, to je skoro pola energije
04:49
what the U.S. solar industry produced last year.
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koju je prošle godine proizvela solarna industrija SAD-a.
04:52
And two terawatt hours? In terms of coal,
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I dva teravatsata? U usporedbi s ugljenom,
04:55
we'd need to burn 34 of these wheelbarrows
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trebali bismo spaliti 34 bačve
04:58
every minute around the clock every day for an entire year
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svake minute svakog dana cijele jedne godine
05:02
to get two terawatt hours of electricity.
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kako bismo dobili dva teravatsata struje.
05:04
And we're not burning anything.
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A ovako ništa ne palimo.
05:06
We're just motivating people to pay attention
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Samo motiviramo ljude da obrate pažnju
05:07
and change their behavior.
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i promijene svoje ponašanje.
05:10
But we're just one company, and this is just
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Ali mi smo samo jedna kompanija i ovo je samo
05:13
scratching the surface.
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grebanje po površini.
05:15
Twenty percent of the electricity in homes is wasted,
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Dvadeset posto struje u svakom domu je potraćeno,
05:18
and when I say wasted, I don't mean that people have
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a kad kažem potraćeno, ne mislim na ljude koji imaju
05:20
inefficient lightbulbs. They may.
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neefikasne žarulje. Mogli bi imati.
05:24
I mean we leave the lights on in empty rooms,
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Ostavljamo upaljena svjetla u praznim sobama
05:27
and we leave the air conditioning on when nobody's home.
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i upaljenu klimu kad nikoga nema doma.
05:30
That's 40 billion dollars a year wasted
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To je 40 milijardi dolara godišnje
05:33
on electricity that does not contribute to our well-being
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potraćeno na struju koja nam ne utječe na život,
05:36
but does contribute to climate change.
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ali utječe na klimatske promjene.
05:39
That's 40 billion -- with a B --
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To je 40 milijardi - milijardi -
05:41
every year in the U.S. alone.
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svake godine samo u SAD-u.
05:43
That's half our coal usage right there.
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Pola uporabe ugljena.
05:47
Now thankfully, some of the world's best material scientists
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Srećom, neki od najboljih svjetskih znanstvenika
05:50
are looking to replace coal with sustainable resources
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proučavaju kako zamijeniti ugljen sa održivim resursima
05:53
like these,
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kao na primjer ovima,
05:54
and this is both fantastic and essential.
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i to je fantastično i veoma bitno.
05:58
But the most overlooked resource to get us
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Ali najzapostavljeniji resurs koji nas vodi
06:00
to a sustainable energy future, it isn't on this slide.
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prema održivoj energiji budućnosti nije na ovom slajdu.
06:03
It's in this room. It's you, and it's me.
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On je u ovoj sobi. To ste vi i to sam ja.
06:08
And we can harness this resource
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I ovaj resurs možemo skupljati
06:11
with no new material science
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bez ikakve nove znanosti
06:12
simply by applying behavioral science.
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jednostavno primjenjujući bihevioralnu znanost.
06:16
We can do it today, we know it works,
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Možemo početi danas, znamo da je učinkovito,
06:18
and it will save us money right away.
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i uštedjet ćemo novac odmah.
06:21
So what are we waiting for?
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Što onda čekamo?
06:24
Well, in most places, utility regulation
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Pa, u većini mjesta, regulacija komunalnih usluga
06:27
hasn't changed much since Thomas Edison.
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nije se promijenila od vremena Thomasa Edisona.
06:31
Utilities are still rewarded when their customers
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Komunalnim je uslugama još uvijek u interesu
06:34
waste energy.
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da njihovi korisnici trate energiju.
06:36
They ought to be rewarded for helping their customers save it.
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Trebalo bi im biti u interesu pomoći im kako bi ju sačuvali.
06:40
But this story is much more than about household energy use.
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Ali ova priča je puno više od uštedi energije u domaćinstvu.
06:43
Take a look at the Prius.
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Pogledajmo Prius.
06:45
It's efficient not only because Toyota invested in material science
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Učinkovit je, ne samo jer je Toyota ulagala u znanost o materijalima
06:48
but because they invested in behavioral science.
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već zato jer su ulagali u bihevioralnu znanost.
06:50
The dashboard that shows drivers how much energy
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Kontrolna ploča koja pokazuje vozačima koliko energije
06:53
they're saving in real time
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uštede u stvarnom vremenu
06:55
makes former speed demons
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potiče bivše trkače
06:56
drive more like cautious grandmothers.
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da voze kao oprezne bake.
06:59
Which brings us back to Harriet.
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Što nas dovodi opet do Harriet.
07:01
We met her on our first family vacation.
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Upoznali smo se na našem prvom obiteljskom odmoru.
07:04
She came over to meet my young daughter,
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Prišla nam je kako bi upoznala moju malu kćer
07:06
and she was tickled to learn that my daughter's name
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i bila je oduševljena kad je saznala
07:08
is also Harriet.
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da se i ona zove Harriet.
07:10
She asked me what I did for a living,
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Pitala me čime se bavim
07:11
and I told her, I work with utilities
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i rekao sam joj da radim sa komunalijama
07:13
to help people save energy.
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kako bih pomogao ljudima da uštede energiju.
07:15
It was then that her eyes lit up.
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Tad su joj se oči zacaklile.
07:17
She looked at me, and she said,
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Pogledala me i rekla:
07:19
"You're exactly the person I need to talk to.
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"Vi ste prava osoba s kojom moram razgovarati,
07:21
You see, two weeks ago, my husband and I got a letter
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Vidite, prije 2 tjedna, moj muž i ja smo dobili pismo
07:23
in the mail from our utility.
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od komunalnih usluga.
07:26
It told us we were using twice as much energy as our neighbors."
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Pisalo je da trošimo dvostruko više energije od naših susjeda."
07:29
(Laughter)
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(Smijeh)
07:32
"And for the last two weeks, all we can think about,
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"I zadnja dva tjedna, jedino o čemu razmišljamo,
07:35
talk about, and even argue about,
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razgovaramo i čak raspravljamo jest
07:37
is what we should be doing to save energy.
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što bi mogli napraviti kako bi uštedjeli energiju.
07:39
We did everything that letter told us to do,
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Učinili smo sve što je pisalo u pismu,
07:42
and still I know there must be more.
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ali znam da možemo još učiniti.
07:45
Now I'm here with a genuine expert.
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Sad sam sa pravim stručnjakom.
07:47
Tell me. What should I do to save energy?"
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Recite mi. Što još mogu učiniti?"
07:51
There are many experts who can help answer Harriet's question.
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Postoji mnogo stručnjaka koji mogu odgovoriti Harriet.
07:55
My goal is to make sure
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Moj cilj je osigurati
07:57
we are all asking it.
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ABOUT THE SPEAKER
Alex Laskey - Energy software makerAlex Laskey helps power companies to help their customers cut down -- using data analysis, marketing and a pinch of psychology.
Why you should listen
What's a powerful way to help people use less power at home? Pit them against their neighbors. As founder and president of Opower, Alex Laskey helps utlity companies show customers, right on their utility bills, where their own house sits on the spectrum of neighborhood energy wasters -- and how to beat the game. It seems silly, but the large-scale reductions in energy usage are no joke.
Opower works with more than 80 utilities on three continents, and serves over 15 million customers. Since its launch in 2008, it has cumulatively saved utility customers more than $200 million and 2 terawatt hours (TWh) of energy -- enough to power a city of more than a quarter million people. It's all through a powerful combination of behavioral science, data analytics and good marketing.
In the next twelve months, Opower is on track to save another 1 TWh, equivalent to more than one half the generation of the entire US solar power plant industry in 2011. In May 2016, Opower was bought by Oracle.
Alex Laskey | Speaker | TED.com