TED2013
Alex Laskey: How behavioral science can lower your energy bill
Alex Laskey: Hvordan adfærdsvidenskab kan nedsætte din elregningen
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Hvad er en bevist måde at nedsætte dine energiomkostninger på? Tror du, du kan gøre det ved at lære hvor meget din nabo betaler? Alex Laskey viser os hvordan en besynderlig del af vores menneskelige adfærd kan gøre os alle bedre og klogere energiforbrugere med lavere regninger som et bevis.
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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Hvor mange af jer har tjekket jeres email i dag?
00:15
Come on, raise your hands.
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Kom nu, rejs hænderne.
00:17
How many of you are checking it right now?
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Hvor mange af jer tjekker den lige nu?
00:19
(Laughter)
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(Latter)
00:20
And how about finances? Anybody check that today?
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Og hvad med finanser? Nogen der har tjekket dem i dag?
00:23
Credit card, investment account?
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Kreditkort, investeringskonto?
00:25
How about this week?
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Hvad med denne uge?
00:29
Now, how about your household energy use?
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Hvad med din husstands energiforbrug?
00:32
Anybody check that today?
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Nogen der har tjekket det i dag?
00:34
This week? Last week?
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Denne uge? Sidste uge?
00:38
A few energy geeks spread out across the room.
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Der er et par energinørder rundt omkring i lokalet.
00:41
It's good to see you guys.
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Det er godt at se jer.
00:44
But the rest of us -- this is a room filled with people
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Men resten af os -- dette er et rum fyldt med mennesker
00:47
who are passionate about the future of this planet,
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der brænder for denne planets fremtid
00:50
and even we aren't paying attention
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og selv vi er ikke opmærksomme på
00:52
to the energy use that's driving climate change.
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det energiforbrug, der er drivkraften bag klimaændringer.
00:55
The woman in the photo with me is Harriet.
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Kvinden i billedet med mig er Harriet.
00:58
We met her on our first family vacation.
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Vi mødte hende på vores første familieferie.
01:00
Harriet's paying attention to her energy use,
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Harriet er opmærksom på hendes energiforbrug,
01:03
and she is decidedly not an energy geek.
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og hun er bestemt ikke en energinørd.
01:05
This is the story of how Harriet came to pay attention.
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Dette er historien om hvordan Harriet begyndte at blive opmærksom.
01:11
This is coal,
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Dette er kul,
01:13
the most common source of electricity on the planet,
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den mest almindelige kilde til elektricitet på planeten,
01:16
and there's enough energy in this coal
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og der er energi nok i dette kul
01:19
to light this bulb for more than a year.
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til at oplyse denne pære i mere end et år.
01:23
But unfortunately, between here and here,
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Men desværre, mellem her og her,
01:25
most of that energy is lost to things
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er det meste af denne energi tabt til ting
01:27
like transmission leakage and heat.
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såsom lækage i fordelingsnettet og varme.
01:30
In fact, only 10 percent ends up as light.
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Det er faktisk kun 10 procent der ender som lys.
01:33
So this coal will last a little bit more than a month.
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Så dette kul svarer til lidt mere end en måned.
01:37
If you wanted to light this bulb for a year,
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Hvis du ønskede at oplyse denne pære i et år,
01:40
you'd need this much coal.
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Ville du få brug for så meget kul.
01:45
The bad news here is that, for every unit of energy we use,
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Den dårlige nyhed her er, at for hver enhed af energi, vi bruger,
01:48
we waste nine.
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spilder vi ni.
01:50
That means there's good news,
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Det betyder at der er gode nyheder,
01:52
because for every unit of energy we save,
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fordi for hver enhed af energi vi sparer,
01:54
we save the other nine.
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sparer vi de andre ni.
01:58
So the question is, how can we get the people in this room
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Så spørgsmålet er, hvordan kan få vi mennesker her i salen
02:03
and across the globe to start paying attention
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og rundt om i verden til at begynde at blive opmærksomme
02:06
to the energy we're using,
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på den energi, vi bruger,
02:08
and start wasting less of it?
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og begynde at spilde mindre af det?
02:11
The answer comes from a behavioral science experiment
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Svaret kommer fra et adfærdsvidenskabeligt eksperiment
02:13
that was run one hot summer, 10 years ago,
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der blev udført en varm sommer, for 10 år siden,
02:17
and only 90 miles from here,
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og kun 150 km herfra,
02:19
in San Marcos, California.
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i San Marcos, Californien.
02:22
Graduate students put signs on every door in a neighborhood,
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Studerende satte skilte på hver dør i et nabolag,
02:25
asking people to turn off their air conditioning
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der bad folk om at slukke for deres aircondition
02:28
and turn on their fans.
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og tænde for deres ventilatorer.
02:30
One quarter of the homes received a message that said,
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En fjerdedel af boligerne modtog en besked, der sagde,
02:32
did you know you could save 54 dollars a month this summer?
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Vidste du, du kunne spare 54 dollars om måneden denne sommer?
02:34
Turn off your air conditioning, turn on your fans.
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Sluk for airconditioneren, og tænd dine ventilatorer.
02:36
Another group got an environmental message.
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En anden gruppe fik en miljømæssig besked.
02:38
And still a third group got a message about
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Og en tredje gruppe fik en besked om
02:40
being good citizens, preventing blackouts.
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at være gode borgere, at forhindre strømafbrydelser.
02:43
Most people guessed that money-saving message would work best of all.
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De fleste mennesker regnede med at den pengebesparende besked ville fungere bedst.
02:47
In fact, none of these messages worked.
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I virkeligheden fungerede ingen af disse beskeder.
02:49
They had zero impact on energy consumption.
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De havde nul indflydelse på energiforbruget.
02:52
It was as if the grad students hadn't shown up at all.
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Det var som om de studerende slet ikke havde været der.
02:56
But there was a fourth message,
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Men der var en fjerde besked,
02:58
and this message simply said,
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og denne besked sagde simpelthen,
03:00
"When surveyed, 77 percent of your neighbors
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"77 procent af dine naboer har, i en undersøgelse
03:04
said that they turned off their air conditioning and turned on their fans.
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sagt at de har slukket for deres aircondition og tændt deres ventilatorer.
03:06
Please join them. Turn off your air conditioning
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Vær venlig at slutte dig til dem. Sluk for din aircondition
03:08
and turn on your fans."
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og tænd dine ventilatorer."
03:10
And wouldn't you know it, they did.
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Og ved du hvad, det gjorde de.
03:12
The people who received this message
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De mennesker, der modtog denne besked
03:14
showed a marked decrease in energy consumption
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viste et markant fald i deres energiforbrug
03:17
simply by being told what their neighbors were doing.
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blot ved at være fortalt, hvad deres naboer gør.
03:20
So what does this tell us?
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Så hvad betyder det ?
03:22
Well, if something is inconvenient,
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Tja, hvis noget er ubelejligt,
03:24
even if we believe in it,
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selv om vi tror på det,
03:26
moral suasion, financial incentives, don't do much to move us --
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moralsk overtalelse, finansielle incitamenter, gør ikke særlig meget for at overbevise os--
03:30
but social pressure, that's powerful stuff.
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men socialt pres, det er en kraftfuld ting.
03:34
And harnessed correctly, it can be a powerful force for good.
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Og hvis det udnyttes korrekt, kan det være en stærk kraft for det gode.
03:37
In fact, it already is.
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I virkeligheden, er det allerede.
03:39
Inspired by this insight, my friend Dan Yates and I
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Inspireret af denne indsigt, min ven Dan Yates og jeg
03:42
started a company called Opower.
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startede et firma kaldet Opower.
03:44
We built software and partnered with utility companies
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Vi byggede software og samarbejdede med forsyningsselskaber
03:47
who wanted to help their customers save energy.
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der ønskede at hjælpe deres kunder med at spare energi.
03:49
We deliver personalized home energy reports
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Vi leverer personlige energirapporter for hjemmet
03:53
that show people how their consumption
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der viser folk, hvordan deres forbrug
03:54
compares to their neighbors in similar-sized homes.
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sammenligner med deres naboer i et hjem af samme størrelse.
03:57
Just like those effective door hangers,
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Ligesom disse effektive dør bøjler,
03:59
we have people comparing themselves to their neighbors,
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så sammenligner folk sig selv med deres naboer,
04:02
and then we give everyone targeted recommendations
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og så giver vi dem alle målrettede anbefalinger
04:04
to help them save.
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der hjælper dem med at spare.
04:06
We started with paper, we moved to a mobile application,
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Vi startede med papir, flyttede til en mobil applikation,
04:08
web, and now even a controllable thermostat,
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web, og nu er der en kontrollerbar termostat,
04:11
and for the last five years we've been running
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og i de sidste fem år har vi kørt
04:13
the largest behavioral science experiment in the world.
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det største adfærdsvidenskabelige eksperiment i verden.
04:18
And it's working.
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Og det fungerer.
04:19
Ordinary homeowners and renters have saved
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Almindelige boligejere og lejere har sparet
04:21
more than 250 million dollars on their energy bills,
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mere end 250 millioner dollars på deres energiregninger,
04:25
and we're just getting started.
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og vi er kun lige begyndt.
04:26
This year alone, in partnership with more than 80 utilities
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I år, i partnerskab med mere end 80 forsyningsselskaber
04:29
in six countries, we're going to generate
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i seks lande, kommer vi til at generere
04:32
another two terawatt hours of electricity savings.
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to terawatt-timer mere i elbesparelser.
04:35
Now, the energy geeks in the room know two terawatt hours,
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Energinørderne i rummet, de ved hvad to terawatt-timer er,
04:37
but for the rest of us, two terawatt hours
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men for resten af os, er to terawatt-timer
04:39
is more than enough energy to power every home
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mere end nok energi til at forsyne hvert eneste hjem
04:42
in St. Louis and Salt Lake City combined
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i både St. Louis og Salt Lake City
04:45
for more than a year.
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i mere end et år.
04:47
Two terawatt hours, it's roughly half
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To terawatt-timer, er omtrent halvdelen af
04:49
what the U.S. solar industry produced last year.
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hvad den amerikanske solenergiindustri producerede sidste år.
04:52
And two terawatt hours? In terms of coal,
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Og to terawatt-timer? Med hensyn til kul,
04:55
we'd need to burn 34 of these wheelbarrows
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så ville vi være nød til at brænde 34 af disse trillebøre
04:58
every minute around the clock every day for an entire year
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hvert minut døgnet rundt hver dag i et helt år
05:02
to get two terawatt hours of electricity.
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for at få to terawatt-timers elektricitet.
05:04
And we're not burning anything.
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Og vi brænder ikke noget som helst.
05:06
We're just motivating people to pay attention
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Vi motiverer bare folk til at være opmærksomme
05:07
and change their behavior.
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og ændre deres adfærd.
05:10
But we're just one company, and this is just
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Men vi er bare én virksomhed, og dette er kun
05:13
scratching the surface.
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begyndelsen.
05:15
Twenty percent of the electricity in homes is wasted,
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Tyve procent af elektricitet i hjemmet er spildt,
05:18
and when I say wasted, I don't mean that people have
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og når jeg siger spildt, mener jeg ikke at folk har
05:20
inefficient lightbulbs. They may.
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ineffektive pærer. Det har de måske.
05:24
I mean we leave the lights on in empty rooms,
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Jeg mener at vi lader lyset være tændt i tomme værelser,
05:27
and we leave the air conditioning on when nobody's home.
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og vi lader airconditioneren køre, når der ikke er nogen hjemme.
05:30
That's 40 billion dollars a year wasted
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Det er 40 milliarder dollars spildt hvert år
05:33
on electricity that does not contribute to our well-being
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på elektricitet, der ikke bidrager til vores velvære
05:36
but does contribute to climate change.
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men det bidrager til klimaændringer.
05:39
That's 40 billion -- with a B --
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Det er 40 milliarder--med et M-
05:41
every year in the U.S. alone.
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hvert år, bare i USA.
05:43
That's half our coal usage right there.
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Det er halvdelen vores kulforbrug lige der.
05:47
Now thankfully, some of the world's best material scientists
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Nu er nogle af verdens bedste materialeforskere heldigvis begyndt
05:50
are looking to replace coal with sustainable resources
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at forsøge at erstatte kul med bæredygtige ressourcer
05:53
like these,
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såsom disse,
05:54
and this is both fantastic and essential.
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og dette er både fantastisk og afgørende.
05:58
But the most overlooked resource to get us
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Men den mest oversete ressource for at få os
06:00
to a sustainable energy future, it isn't on this slide.
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til en bæredygtig energifremtid, findes ikke på dette dias.
06:03
It's in this room. It's you, and it's me.
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Det er i dette rum. Det er dig, og det er mig.
06:08
And we can harness this resource
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Og vi kan udnytte denne ressource
06:11
with no new material science
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uden nogen ny teknologi
06:12
simply by applying behavioral science.
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blot ved at anvende adfærdsvidenskab.
06:16
We can do it today, we know it works,
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Vi kan gøre det i dag, vi ved det virker,
06:18
and it will save us money right away.
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og det vil spare os penge lige med det samme.
06:21
So what are we waiting for?
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Så hvad venter vi på?
06:24
Well, in most places, utility regulation
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mange steder har lovgivningen
06:27
hasn't changed much since Thomas Edison.
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ikke ændret sig meget siden Thomas Edison.
06:31
Utilities are still rewarded when their customers
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Forsyningsselskaber bliver stadig belønnede når deres kunder
06:34
waste energy.
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spilder energi.
06:36
They ought to be rewarded for helping their customers save it.
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De burde blive belønnet for at hjælpe deres kunder med at spare det.
06:40
But this story is much more than about household energy use.
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Men denne historie handler ikke bare om husholdningernes energiforbrug.
06:43
Take a look at the Prius.
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Tag for eksempel en Prius.
06:45
It's efficient not only because Toyota invested in material science
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Den er effektivt, ikke kun fordi Toyota investerede i teknologien
06:48
but because they invested in behavioral science.
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men fordi de investerede i adfærdsvidenskab.
06:50
The dashboard that shows drivers how much energy
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instrumentbrættet der viser føreren hvor meget energi
06:53
they're saving in real time
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de sparer i et realtidsystem
06:55
makes former speed demons
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får tidligere fartbøller
06:56
drive more like cautious grandmothers.
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til at køre mere som forsigtige bedstemødre.
06:59
Which brings us back to Harriet.
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Hvilket bringer os tilbage til Harriet.
07:01
We met her on our first family vacation.
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Vi mødte hende på vores første familieferie.
07:04
She came over to meet my young daughter,
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Hun kom over for at hilse på min unge datter,
07:06
and she was tickled to learn that my daughter's name
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og hun var aldeles glad da hun fandt ud af at min datters navn
07:08
is also Harriet.
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også er Harriet.
07:10
She asked me what I did for a living,
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Hun spurgte mig, hvad jeg laver til dagligt,
07:11
and I told her, I work with utilities
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og jeg fortalte hende at jeg arbejder med forsyningsselskaber
07:13
to help people save energy.
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til at hjælpe folk med at spare energi.
07:15
It was then that her eyes lit up.
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Det var der, at hendes øjne lyste op.
07:17
She looked at me, and she said,
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Hun kiggede på mig, og sagde,
07:19
"You're exactly the person I need to talk to.
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"Du er lige præcis den person, jeg har brug for at tale med.
07:21
You see, two weeks ago, my husband and I got a letter
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Ser du, for to uger siden, fik min mand og jeg et brev
07:23
in the mail from our utility.
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fra vores forsyningsselskab.
07:26
It told us we were using twice as much energy as our neighbors."
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Det fortalte os vi bruger dobbelt så meget energi som vores naboer."
07:29
(Laughter)
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(Latter)
07:32
"And for the last two weeks, all we can think about,
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"Og i de sidste to uger er alt vi har kunne tænke på,
07:35
talk about, and even argue about,
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tale om, og endda skændes om,
07:37
is what we should be doing to save energy.
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er hvad vi burde gøre for at spare energi.
07:39
We did everything that letter told us to do,
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Vi gjorde alt hvad brevet fortalte os vi burde gøre,
07:42
and still I know there must be more.
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og dog ved jeg at der må være mere.
07:45
Now I'm here with a genuine expert.
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Nu er jeg sammen med en rigtig ekspert.
07:47
Tell me. What should I do to save energy?"
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Fortæl mig. Hvad skal jeg gøre for at spare energi?"
07:51
There are many experts who can help answer Harriet's question.
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Der er mange eksperter der kan hjælpe med at besvare Harriets spørgsmål.
07:55
My goal is to make sure
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Mit mål er at sikre
07:57
we are all asking it.
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at vi alle spørger det.
08:00
Thank you.
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Tak.
08:01
(Applause)
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(Bifald)
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