By Robyn Cornwell,
Behavioral Change Agent
Recently the Charlotte chapter
of the International Association of Business Communicators held a forum of
three participants in the Envision Charlotte Project who described their
contributions in “Communication’s Role in Driving Behavioral Change”.
The three participants were;
Vincent Davis, Director of Smart Energy Now, Duke Energy
Tom Shircliff, Co-founder of Intelligent Buildings, LLC
and Darlene Heater, V.P. Neighborhood Development and
Special Projects.
“Sustainable development” is the 2020 vision, added to the
current “livable, memorable, viable” theme for Charlotte. To make
an immediate point, a familiar shot of the city lit up at night was projected
on the screen along with the message “Envision Charlotte: Changing this
Picture”. One assumes that the goal is to turn off a great number of those
lights. The results of their two-years of work are now being seen in kiosk
installations in major buildings throughout the city.
Tapping into the latest in high technology and the cloud,
the kiosks feature a real-time running display of the wattage used in all the
city’s commercial buildings, purposely not singling out any one building. The
point: to jump-start the Prius Effect: Making one aware of the impact of one’s
actions (through feedback) leads to a positive change in those actions.
Included in the kiosk are people featured with their stories
of what they are doing to contribute to reduced energy use. These “energy
champions” are rewarded with an iPad, one being given out each month.
The power of feedback is now possible for facilities
managers where they can see what the energy use of a building is in real-time
instead of seeing it a month later when the bill arrives. This gives them the
opportunity to detect the source of an energy spike and address it immediately
to make corrections or adjustments. Another inducement to behavior change is in
writing lease contracts to have the tenant pay their own bill.
The project worked with $1.5 million from Duke Energy and $1
million from Verizon, using part of this to tap into the behavioral change
expertise at MIT. The kiosk was designed knowing that the typical person will
spend just 30 seconds viewing it, and one cannot assume that they will care.
For this reason, it must be as engaging as possible while offering many
different ideas on how to save energy.