TED2013
Alex Laskey: How behavioral science can lower your energy bill
Aleks Leski (Alex Laskey): Kako bihejvioristička nauka može sniziti vaš račun za energiju?
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Koji je dokazani način za smanjivanje vaših energetskih troškova? Verovali ili ne: saznanje koliki su računi vašeg komšije. Aleks Leski ukazuje na to kako nas hir u ljudskom ponašanju može sve učiniti boljim, mudrijim korisnicima energije, sa nižim računima kao dokazom.
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
proverilo svoj imejl?
proverilo svoj imejl?
00:15
Come on, raise your hands.
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Hajde,
podignite ruke.
podignite ruke.
00:17
How many of you are checking it right now?
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Koliko vas ga proverava
ovog trenutka?
ovog trenutka?
00:19
(Laughter)
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(Smeh)
00:20
And how about finances? Anybody check that today?
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A novac?
Je li to neko danas proveravao?
Je li to neko danas proveravao?
00:23
Credit card, investment account?
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Kreditna kartica,
račun za ulaganja?
račun za ulaganja?
00:25
How about this week?
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A ove nedelje?
00:29
Now, how about your household energy use?
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A šta je sa potrošnjom energije
u vašem domaćinstvu?
u vašem domaćinstvu?
00:32
Anybody check that today?
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Da li je danas
neko to proveravao?
neko to proveravao?
00:34
This week? Last week?
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Ove nedelje?
Prošle nedelje?
Prošle nedelje?
00:38
A few energy geeks spread out across the room.
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Par zaluđenika za energiju
u ovoj prostoriji.
u ovoj prostoriji.
00:41
It's good to see you guys.
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Drago mi je da vas vidim.
00:44
But the rest of us -- this is a room filled with people
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Ali mi ostali -
ovo je prostorija puna ljudi
ovo je prostorija puna ljudi
00:47
who are passionate about the future of this planet,
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kojima je stalo
do budućnosti ove planete,
do budućnosti ove planete,
00:50
and even we aren't paying attention
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a čak ni mi
ne vodimo računa
ne vodimo računa
00:52
to the energy use that's driving climate change.
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o upotrebi energije
koja upravlja klimatskim promenama.
koja upravlja klimatskim promenama.
00:55
The woman in the photo with me is Harriet.
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Žena pored mene
na ovoj fotografiji je Harijet.
na ovoj fotografiji je Harijet.
00:58
We met her on our first family vacation.
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Upoznali smo je
na prvom porodičnom odmoru.
na prvom porodičnom odmoru.
01:00
Harriet's paying attention to her energy use,
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Harijet vodi računa
o svojoj upotrebi energije,
o svojoj upotrebi energije,
01:03
and she is decidedly not an energy geek.
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a sasvim sigurno nije
zaluđenik za energiju.
zaluđenik za energiju.
01:05
This is the story of how Harriet came to pay attention.
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Ovo je priča o tome kako je Harijet
počela da vodi računa.
počela da vodi računa.
01:11
This is coal,
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Ovo je ugalj,
01:13
the most common source of electricity on the planet,
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najrasprostranjeniji izvor struje
na svetu
na svetu
01:16
and there's enough energy in this coal
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i postoji dovoljno energije
u ovoliko uglja
u ovoliko uglja
01:19
to light this bulb for more than a year.
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da bi ova sijalica svetlela
više od godinu dana.
više od godinu dana.
01:23
But unfortunately, between here and here,
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Nažalost,
odavde dovde
odavde dovde
01:25
most of that energy is lost to things
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veći deo energije se izgubi
01:27
like transmission leakage and heat.
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zbog gubitka u prenosu
ili toplote.
ili toplote.
01:30
In fact, only 10 percent ends up as light.
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Zapravo samo 10 odsto
završi kao svetlost.
završi kao svetlost.
01:33
So this coal will last a little bit more than a month.
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Dakle, ova količina uglja će trajati
nešto više od mesec dana.
nešto više od mesec dana.
01:37
If you wanted to light this bulb for a year,
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Kada biste hteli da ova sijalica
svetli godinu dana,
svetli godinu dana,
01:40
you'd need this much coal.
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trebalo bi vam
ovoliko uglja.
ovoliko uglja.
01:45
The bad news here is that, for every unit of energy we use,
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Loša vest je da za svaku jedinicu energije
koju iskoristimo
koju iskoristimo
01:48
we waste nine.
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izgubimo devet.
01:50
That means there's good news,
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Što znači
da ima i dobrih vesti,
da ima i dobrih vesti,
01:52
because for every unit of energy we save,
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jer za svaku jedinicu energije
koju sačuvamo,
koju sačuvamo,
01:54
we save the other nine.
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sačuvamo
i ostalih devet.
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 navesti
ljude u ovoj prostoriji
ljude u ovoj prostoriji
02:03
and across the globe to start paying attention
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i drugim delovima sveta
da počnu da vode računa
da počnu da vode računa
02:06
to the energy we're using,
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o energiji
koju koristimo
koju koristimo
02:08
and start wasting less of it?
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i počnu je manje rasipati?
02:11
The answer comes from a behavioral science experiment
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Odgovor se nalazi
u bihejviorističkom eksperimentu
u bihejviorističkom eksperimentu
02:13
that was run one hot summer, 10 years ago,
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sprovedenom jednog toplog leta,
pre 10 godina,
pre 10 godina,
02:17
and only 90 miles from here,
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i na samo 150 kilometara
odavde,
odavde,
02:19
in San Marcos, California.
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u San Markosu
u Kaliforniji.
u Kaliforniji.
02:22
Graduate students put signs on every door in a neighborhood,
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Postdiplomci su okačili oznake
na sva vrata u komšiluku
na sva vrata u komšiluku
02:25
asking people to turn off their air conditioning
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i zamolili ljude
da isključe klima uređaje,
da isključe klima uređaje,
02:28
and turn on their fans.
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a uključe ventilatore.
02:30
One quarter of the homes received a message that said,
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Jedna četvrtina domova
dobila je poruku koja je glasila:
dobila je poruku koja je glasila:
02:32
did you know you could save 54 dollars a month this summer?
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"Da li ste znali da možete uštedeti
54 dolara mesečno ovog leta?
54 dolara mesečno ovog leta?
02:34
Turn off your air conditioning, turn on your fans.
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Isključite vaš klima uređaj,
uključite ventilatore."
uključite ventilatore."
02:36
Another group got an environmental message.
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Druga grupa je primila
ekološku poruku.
ekološku poruku.
02:38
And still a third group got a message about
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Dok je treća grupa
dobila poruku o tome
dobila poruku o tome
02:40
being good citizens, preventing blackouts.
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kako da budu dobri građani,
da sprečavaju nestanke struje.
da sprečavaju nestanke struje.
02:43
Most people guessed that money-saving message would work best of all.
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Većina bi pretpostavila da bi se poruka
o štednji novca pokazala najbolje.
o štednji novca pokazala najbolje.
02:47
In fact, none of these messages worked.
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Zapravo, nijedna od ovih poruka
nije upalila.
nije upalila.
02:49
They had zero impact on energy consumption.
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Nisu imale nikakav uticaj
na potrošnju energije.
na potrošnju energije.
02:52
It was as if the grad students hadn't shown up at all.
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Kao da se postdiplomci
uopšte nisu ni pojavili.
uopšte nisu ni pojavili.
02:56
But there was a fourth message,
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Ali postojala je
četvrta poruka,
četvrta poruka,
02:58
and this message simply said,
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koja je jednostavno glasila:
03:00
"When surveyed, 77 percent of your neighbors
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"Kada upitani,
77 posto vaših komšija
77 posto vaših komšija
03:04
said that they turned off their air conditioning and turned on their fans.
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izjavilo je da su isključili klima uređaje
i uključili ventilatore.
i uključili ventilatore.
03:06
Please join them. Turn off your air conditioning
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Pridružite im se.
Isključite svoje klima uređaje
Isključite svoje klima uređaje
03:08
and turn on your fans."
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i uključite svoje ventilatore."
03:10
And wouldn't you know it, they did.
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I zamislite,
to su i uradili.
to su i uradili.
03:12
The people who received this message
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Kod osoba koje su primile
ovu poruku
ovu poruku
03:14
showed a marked decrease in energy consumption
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primećeno je izrazito smanjenje
potrošnje energije
potrošnje energije
03:17
simply by being told what their neighbors were doing.
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jer im je rečeno
šta rade njihove komšije.
šta rade njihove komšije.
03:20
So what does this tell us?
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Šta nam to govori?
03:22
Well, if something is inconvenient,
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Ako nam nešto
ne odgovara,
ne odgovara,
03:24
even if we believe in it,
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čak iako verujemo u to,
03:26
moral suasion, financial incentives, don't do much to move us --
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moralno ubeđivanje, novčani podsticaji,
ne čine mnogo da nas pokrenu,
ne čine mnogo da nas pokrenu,
03:30
but social pressure, that's powerful stuff.
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ali društveni pritisak,
to je moćna stvar.
to je moćna stvar.
03:34
And harnessed correctly, it can be a powerful force for good.
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A dobro iskorišćen,
može biti snažna sila za dobro.
može biti snažna sila za dobro.
03:37
In fact, it already is.
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Zapravo, već jeste.
03:39
Inspired by this insight, my friend Dan Yates and I
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Inspirisani ovim saznanjem,
moj prijatelj Den Jejts i ja
moj prijatelj Den Jejts i ja
03:42
started a company called Opower.
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smo pokrenuli kompaniju
nazvanu Opower.
nazvanu Opower.
03:44
We built software and partnered with utility companies
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Napravili smo softver i uortačili se
sa komunalnim kompanijama
sa komunalnim kompanijama
03:47
who wanted to help their customers save energy.
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koje su želele da pomognu svojim
potrošačima u štednji energije.
potrošačima u štednji energije.
03:49
We deliver personalized home energy reports
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Dostavljamo domaćinstvima personalizovane
izveštaje o energiji
izveštaje o energiji
03:53
that show people how their consumption
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koji ljudima pokazuju
njihovu potrošnju
njihovu potrošnju
03:54
compares to their neighbors in similar-sized homes.
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u poređenju sa komšijama
u kućama slične veličine.
u kućama slične veličine.
03:57
Just like those effective door hangers,
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Kao sa onim delotvornim porukama,
03:59
we have people comparing themselves to their neighbors,
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uz našu pomoć
ljudi se porede s komšijama,
ljudi se porede s komšijama,
04:02
and then we give everyone targeted recommendations
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a onda svima dajemo
preporučene ciljeve
preporučene ciljeve
04:04
to help them save.
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da bismo im pomogli
da štede.
da štede.
04:06
We started with paper, we moved to a mobile application,
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Počeli smo sa papirom,
prešli smo na aplikaciju za mobilne telefone,
prešli smo na aplikaciju za mobilne telefone,
04:08
web, and now even a controllable thermostat,
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internet, sada čak i
termostat sa upravljanjem,
termostat sa upravljanjem,
04:11
and for the last five years we've been running
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i u poslednjih pet godina
sprovodimo
sprovodimo
04:13
the largest behavioral science experiment in the world.
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najveći bihejvioristički eksperiment
na svetu.
na svetu.
04:18
And it's working.
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I to funkcioniše.
04:19
Ordinary homeowners and renters have saved
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Vlasnici kuća i podstanari
su uštedeli
su uštedeli
04:21
more than 250 million dollars on their energy bills,
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više od 250 miliona dolara
na računima za struju,
na računima za struju,
04:25
and we're just getting started.
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a ovo je samo početak.
04:26
This year alone, in partnership with more than 80 utilities
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Samo ove godine,
kroz saradnju sa više od 80 preduzeća
kroz saradnju sa više od 80 preduzeća
04:29
in six countries, we're going to generate
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u šest zemalja, stvorićemo
04:32
another two terawatt hours of electricity savings.
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još dva teravat-časa
uštede struje.
uštede struje.
04:35
Now, the energy geeks in the room know two terawatt hours,
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Zaluđenici za energiju u ovoj prostoriji
znaju šta su dva teravat-časa,
znaju šta su dva teravat-časa,
04:37
but for the rest of us, two terawatt hours
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ali za ostale,
dva teravat-časa
dva teravat-časa
04:39
is more than enough energy to power every home
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je više nego dovoljno energije
da se obezbedi struja za svaku kuću
da se obezbedi struja za svaku kuću
04:42
in St. Louis and Salt Lake City combined
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u Sent Luisu
i Solt Lejk Sitiju zajedno
i Solt Lejk Sitiju zajedno
04:45
for more than a year.
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na više od godinu dana.
04:47
Two terawatt hours, it's roughly half
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Dva teravat-časa
su otprilike polovina
su otprilike polovina
04:49
what the U.S. solar industry produced last year.
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prošlogodišnje proizvodnje američke
solarne industrije.
solarne industrije.
04:52
And two terawatt hours? In terms of coal,
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A dva teravat-časa?
Kada je reč o uglju,
Kada je reč o uglju,
04:55
we'd need to burn 34 of these wheelbarrows
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morali bismo da sagorimo
34 ovakvih kolica
34 ovakvih kolica
04:58
every minute around the clock every day for an entire year
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svakog minuta u toku svakog dana
tokom cele godine
tokom cele godine
05:02
to get two terawatt hours of electricity.
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da bismo dobili
dva teravat-časa struje.
dva teravat-časa struje.
05:04
And we're not burning anything.
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A mi ništa ne sagorevamo.
05:06
We're just motivating people to pay attention
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Samo motivišemo ljude
da vode računa
da vode računa
05:07
and change their behavior.
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i promene 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
i ovo je
05:13
scratching the surface.
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tek početak priče.
05:15
Twenty percent of the electricity in homes is wasted,
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Dvadeset posto struje u kućama
se rasipa,
se rasipa,
05:18
and when I say wasted, I don't mean that people have
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a pod rasipa, ne mislim na to
da ljudi imaju
da ljudi imaju
05:20
inefficient lightbulbs. They may.
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neefikasne sijalice.
Možda ih imaju.
Možda ih imaju.
05:24
I mean we leave the lights on in empty rooms,
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Mislim na to
da nam svetlo gori u praznim sobama,
da nam svetlo gori u praznim sobama,
05:27
and we leave the air conditioning on when nobody's home.
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da nam klima uređaji rade
kada nema nikoga kod kuće.
kada nema nikoga kod kuće.
05:30
That's 40 billion dollars a year wasted
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To je gubitak od 40 milijardi
dolara godišnje
dolara godišnje
05:33
on electricity that does not contribute to our well-being
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na struju koja ne doprinosi
našem blagostanju,
našem blagostanju,
05:36
but does contribute to climate change.
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ali doprinosi
klimatskim promenama.
klimatskim promenama.
05:39
That's 40 billion -- with a B --
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40 milijardi - ne miliona -
05:41
every year in the U.S. alone.
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svake godine,
samo u SAD.
samo u SAD.
05:43
That's half our coal usage right there.
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To je polovina
naših potreba uglja.
naših potreba uglja.
05:47
Now thankfully, some of the world's best material scientists
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Na sreću, neki od najboljih svetskih
naučnika za materijale
naučnika za materijale
05:50
are looking to replace coal with sustainable resources
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pokušavaju da zamene ugalj
održivim izvorima
održivim izvorima
05:53
like these,
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poput ovih,
05:54
and this is both fantastic and essential.
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što je i odlično
i veoma značajno.
i veoma značajno.
05:58
But the most overlooked resource to get us
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Ali resurs koji najviše zanemarujemo
u obezbeđivanju
u obezbeđivanju
06:00
to a sustainable energy future, it isn't on this slide.
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održive energetske budućnosti
nije na ovom slajdu.
nije na ovom slajdu.
06:03
It's in this room. It's you, and it's me.
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U ovoj je prostoriji.
To smo vi i ja.
To smo vi i ja.
06:08
And we can harness this resource
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A ovaj resurs možemo
iskoristiti
iskoristiti
06:11
with no new material science
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bez nove nauke
o materijalima,
o materijalima,
06:12
simply by applying behavioral science.
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prostom primenom
bihejviorističke nauke.
bihejviorističke nauke.
06:16
We can do it today, we know it works,
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Možemo to danas uraditi,
znamo da funkcioniše
znamo da funkcioniše
06:18
and it will save us money right away.
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i da ćemo odmah uštedeti novac.
06:21
So what are we waiting for?
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Dakle, šta čekamo?
06:24
Well, in most places, utility regulation
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U većini naselja
upravljanje komunalnim preduzećima
upravljanje komunalnim preduzećima
06:27
hasn't changed much since Thomas Edison.
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nije se bitno promenilo
od Tomasa Edisona.
od Tomasa Edisona.
06:31
Utilities are still rewarded when their customers
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Preduzeća se nagrađuju
kada njihovi potrošači
kada njihovi potrošači
06:34
waste energy.
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rasipaju energiju.
06:36
They ought to be rewarded for helping their customers save it.
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Trebalo bi ih nagrađivati
za pomaganje potrošačima da je uštede.
za pomaganje potrošačima da je uštede.
06:40
But this story is much more than about household energy use.
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Međutim, ovo je mnogo složenije
od upotrebe energije u domaćinstvu.
od upotrebe energije u domaćinstvu.
06:43
Take a look at the Prius.
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Pogledajte Prius.
06:45
It's efficient not only because Toyota invested in material science
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Efikasan je ne samo zato što je Tojota
ulagala novac u nove materijale,
ulagala novac u nove materijale,
06:48
but because they invested in behavioral science.
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već i zato što je ulagala
u bihejviorističku nauku.
u bihejviorističku nauku.
06:50
The dashboard that shows drivers how much energy
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Komandna tabla koja pokazuje vozaču
koliko energije
koliko energije
06:53
they're saving in real time
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štedi u realnom vremenu
06:55
makes former speed demons
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čini da nekadašnji trkači
06:56
drive more like cautious grandmothers.
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voze poput opreznih baka.
06:59
Which brings us back to Harriet.
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To nas vraća nazad na Harijet.
07:01
We met her on our first family vacation.
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Upoznali smo je
na prvom porodičnom odmoru.
na prvom porodičnom odmoru.
07:04
She came over to meet my young daughter,
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Prišla je da upozna
moju malu ćerku,
moju malu ćerku,
07:06
and she was tickled to learn that my daughter's name
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i obradovala se
što se i moja ćerka
što se i moja ćerka
07:08
is also Harriet.
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zove Harijet.
07:10
She asked me what I did for a living,
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Pitala me je čime se bavim,
07:11
and I told her, I work with utilities
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a ja sam joj rekao
da se bavim komunalnim uslugama
da se bavim komunalnim uslugama
07:13
to help people save energy.
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kako bih pomogao ljudima
da štede energiju.
da štede energiju.
07:15
It was then that her eyes lit up.
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Tada su joj oči zasijale.
07:17
She looked at me, and she said,
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Pogledala me je
i rekla:
i rekla:
07:19
"You're exactly the person I need to talk to.
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"Baš sa nekim poput vas
treba da razgovaram.
treba da razgovaram.
07:21
You see, two weeks ago, my husband and I got a letter
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Pre dve nedelje,
suprug i ja smo dobili pismo
suprug i ja smo dobili pismo
07:23
in the mail from our utility.
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od elektrodistribucije.
07:26
It told us we were using twice as much energy as our neighbors."
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Rekli su nam da koristimo duplo više
energije od naših komšija."
energije od naših komšija."
07:29
(Laughter)
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(Smeh)
07:32
"And for the last two weeks, all we can think about,
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"I poslednje dve nedelje,
sve o čemu razmišljamo,
sve o čemu razmišljamo,
07:35
talk about, and even argue about,
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razgovaramo
i svađamo se
i svađamo se
07:37
is what we should be doing to save energy.
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jeste kako da uštedimo energiju.
07:39
We did everything that letter told us to do,
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Uradili smo sve
što nam je u pismu rečeno,
što nam je u pismu rečeno,
07:42
and still I know there must be more.
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ali sigurna sam
da ima još nešto.
da ima još nešto.
07:45
Now I'm here with a genuine expert.
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Evo me sada
sa pravim stručnjakom.
sa pravim stručnjakom.
07:47
Tell me. What should I do to save energy?"
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Recite mi.
Kako da uštedim energiju?"
Kako da uštedim energiju?"
07:51
There are many experts who can help answer Harriet's question.
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Mnogo stručnjaka može odgovoriti
na Harijetino pitanje.
na Harijetino pitanje.
07:55
My goal is to make sure
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Meni je cilj da se postaram
07:57
we are all asking it.
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da ga svi postavimo.
08:00
Thank you.
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Hvala vam.
08:01
(Applause)
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(Aplauz)
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