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Who are Hard-to-Reach energy users? Segments, barriers and approaches to engage them

Ashby, Kira ; Smith, Jennifer ; Rotmann, Sea ; Mundaca, Luis LU orcid ; Reyes, Joseph LU ; Ambrose, Aimee ; Borrelli, Sheri and Talwar, Mansi (2020) ACEEE Summer Study for Energy Efficiency in Buildings 2020 In ACEEE Summer Study on Energy Efficiency in Buildings p.1-13
Abstract
Energy efficiency (EE) program administrators and policy makers have long encouraged the adoption of efficient technologies and conservation practices across all energy users and sectors. Energy users who haven’t yet participated in efficiency and conservation programs despite ongoing outreach are often referred to as “Hard-to-Reach” (HTR). These individuals or organizations can include, for instance, low income or rural audiences on the residential side and small businesses or building operators on the commercial side. More effectively engaging underserved and HTR audiences is key to ensuring everyone benefits equitably from efficiency and conservation interventions. In June 2019, energy efficiency, behavior change and HTR researchers,... (More)
Energy efficiency (EE) program administrators and policy makers have long encouraged the adoption of efficient technologies and conservation practices across all energy users and sectors. Energy users who haven’t yet participated in efficiency and conservation programs despite ongoing outreach are often referred to as “Hard-to-Reach” (HTR). These individuals or organizations can include, for instance, low income or rural audiences on the residential side and small businesses or building operators on the commercial side. More effectively engaging underserved and HTR audiences is key to ensuring everyone benefits equitably from efficiency and conservation interventions. In June 2019, energy efficiency, behavior change and HTR researchers, practitioners, and policy makers from five countries embarked on a 3-year project in partnership with the UserCentred Energy Systems Technology Collaboration Programme (Users TCP) by the International Energy Agency (IEA). The purpose of this effort is to characterize the diverse audience segments commonly referred to as HTR and to uncover the barriers and behavioral opportunities to more effectively engage them. This paper describes the first of these efforts. We have synthesized data from a global survey (N=110) and stakeholder interviews with 40+ energy efficiency experts striving to better understand and engage HTR in their respective countries. This paper provides initial insights from this data into how HTR energy users are defined across the world and which segments have been prioritized globally for focused outreach. The overarching goal is to use a standardized research process to inform and improve how energy efficiency, behavior change, and demand response programs targeting specific HTR audiences are designed, implemented and evaluated. (Less)
Please use this url to cite or link to this publication:
author
; ; ; ; ; ; and
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
host publication
2020 ACEEE Summer Study on Energy Efficiency in Buildings : Efficiency: The Core of a Clean Energy Future - Efficiency: The Core of a Clean Energy Future
series title
ACEEE Summer Study on Energy Efficiency in Buildings
pages
13 pages
publisher
ACEEE
conference name
ACEEE Summer Study for Energy Efficiency in Buildings 2020
conference dates
2020-08-17 - 2020-08-21
DOI
10.47568/3FALSE103
project
Hard-to-Reach Energy Users
language
English
LU publication?
yes
id
7c9a2021-333e-4936-b6c7-096dc4c41960
alternative location
https://aceee2020.conferencespot.org/event-data/pdf/catalyst_activity_10982/catalyst_activity_paper_20200812133231281_dcd00f97_b385_44df_8ff9_3eda929f7df5
date added to LUP
2020-12-16 10:11:09
date last changed
2021-01-13 07:59:24
@inproceedings{7c9a2021-333e-4936-b6c7-096dc4c41960,
  abstract     = {{Energy efficiency (EE) program administrators and policy makers have long encouraged the adoption of efficient technologies and conservation practices across all energy users and sectors. Energy users who haven’t yet participated in efficiency and conservation programs despite ongoing outreach are often referred to as “Hard-to-Reach” (HTR). These individuals or organizations can include, for instance, low income or rural audiences on the residential side and small businesses or building operators on the commercial side. More effectively engaging underserved and HTR audiences is key to ensuring everyone benefits equitably from efficiency and conservation interventions. In June 2019, energy efficiency, behavior change and HTR researchers, practitioners, and policy makers from five countries embarked on a 3-year project in partnership with the UserCentred Energy Systems Technology Collaboration Programme (Users TCP) by the International Energy Agency (IEA). The purpose of this effort is to characterize the diverse audience segments commonly referred to as HTR and to uncover the barriers and behavioral opportunities to more effectively engage them. This paper describes the first of these efforts. We have synthesized data from a global survey (N=110) and stakeholder interviews with 40+ energy efficiency experts striving to better understand and engage HTR in their respective countries. This paper provides initial insights from this data into how HTR energy users are defined across the world and which segments have been prioritized globally for focused outreach. The overarching goal is to use a standardized research process to inform and improve how energy efficiency, behavior change, and demand response programs targeting specific HTR audiences are designed, implemented and evaluated.}},
  author       = {{Ashby, Kira and Smith, Jennifer and Rotmann, Sea and Mundaca, Luis and Reyes, Joseph and Ambrose, Aimee and Borrelli, Sheri and Talwar, Mansi}},
  booktitle    = {{2020 ACEEE Summer Study on Energy Efficiency in Buildings : Efficiency: The Core of a Clean Energy Future}},
  language     = {{eng}},
  pages        = {{1--13}},
  publisher    = {{ACEEE}},
  series       = {{ACEEE Summer Study on Energy Efficiency in Buildings}},
  title        = {{Who are Hard-to-Reach energy users? Segments, barriers and approaches to engage them}},
  url          = {{https://lup.lub.lu.se/search/files/89907211/Ashby_et_al_2020_ACEEE_summer_study.pdf}},
  doi          = {{10.47568/3FALSE103}},
  year         = {{2020}},
}