Applying behavioural insights to energy policy
A toolkit for practitioners
This toolkit is intended for policymakers, civil servants, and professionals who design programmes to reduce emissions of citizens and businesses.
Energy programmes can fail because citizens and businesses might respond to them in unexpected ways. This toolkit will help you consider how people could respond to your programme and increase the likelihood that it will achieve its intended outcome.
To begin, please select the path that best matches your needs and answer the 3 questions that will follow. You will then be presented with personalised recommendations.
I am developing a new programme
You are designing a new programme to reduce emissions of citizens and businesses. Choosing this path will help you consider different types of interventions.
I am improving an existing programme
You are either implementing or refining a programme that already exists. Choosing this path will help you consider the underlying factors that might be affecting the programme’s success.
Programme Screening
What area does your programme focus on? Please select one area of focus.
Buildings
You want to reduce carbon emissions produced by commercial or residential buildings. Examples include programmes that encourage house retrofits, installations of heat pumps and smart meters, and programmes that encourage off-peak energy consumption.
Transport
You want to reduce carbon emissions in transport. Examples include programmes that encourage individuals to walk and cycle more, use public transport, and switch from diesel to electric vehicles.
Industry
You want to reduce carbon emissions in industry and in businesses. Examples include programmes that encourage companies to implement energy-efficient manufacturing processes and motivate employees to adopt energy savings practices.
Programme Screening
What is the desired outcome of your programme? Please select an outcome.
Increase uptake of a new technology
Typical outcomes include citizens installing solar panels or heat pumps, individuals retrofitting their homes, and manufacturers adopting more energy-efficient processes.
Change people’s energy consumption patterns
Typical outcomes include citizens turning down their thermostats, individuals shifting their appliance use to off-peak times, and employees adopting energy-efficient behaviours at the workplace.
Encourage a change in the mode of transportation
Typical outcomes include commuters shifting from car travel to public transport, holiday travellers switching from short-haul flights to trains, and employees switching from overseas business travel to virtual meetings.
Programme Screening
What policy instruments are you using to achieve the desired outcome? Please select all that apply.
Enforce or ban behaviours
You are enforcing or banning behaviours via regulations, legislation or guidelines. Examples include banning diesel cars in city centres or enforcing minimum energy efficiency standards in certain industry sectors.
Incentivise or disincentivise behaviours
You are incentivising or disincentivising behaviours using financial, in-kind, or social incentives and disincentives. Examples include providing heat pump installation grants or making electric vehicles more socially visible through distinguishable number plates.
Provide services or infrastructure
You are providing services or infrastructure to support desired behaviours. Examples include building an online platform where citizens can contact trusted housing retrofit contractors, offering energy efficiency audits to businesses, or installing electric vehicle charging stations.
Provide information
You are providing information to encourage citizens or organisations to engage in desired behaviours. Examples include launching an information campaign about the benefits of installing solar panels or developing an energy-efficiency labelling scheme for household appliances.
Behavioural Factors
You have successfully completed the screening exercise. Your programme is outlined in the summary below.
A summary of your programme
The success of your programme is likely to depend on several behavioural factors that we identified below.
You can access checklists that illustrate how to address these factors and increase the likelihood that your programme achieves its intended outcome.
Exisiting habits
Negative social influence
Mental overload
Low institutional trust
Low awareness
Low perceived risk
Negative attitudes
Limited capabilites
Motivational backlash
Attachment to past investments
Learn how to help citizens overcome attachment to past investments
Lack of attractiveness
Low commitment
Area of focus
There are a number of areas where demand-side energy interventions can have a significant impact. We have grouped these into three main areas: (1) Buildings, (2) Transport, and (3) Industry.
What area do you want your programme to focus on? Please select one area of focus.
Buildings
You want to reduce carbon emissions produced by commercial or residential buildings. Examples include programmes that encourage house retrofits, installations of heat pumps and smart meters, and programmes that encourage off-peak energy consumption.
Transport
You want to reduce carbon emissions in transport. Examples include programmes that encourage individuals to walk and cycle more, use public transport, and switch from diesel to electric vehicles.
Industry
You want to reduce carbon emissions in industry and in businesses. Examples include programmes that encourage companies to implement energy-efficient manufacturing processes and motivate employees to adopt energy savings practices.
Programme outcome
What outcome(s) do you aim to achieve with your programme? Please select all that apply.
Increase uptake of a new technology
Typical outcomes include citizens installing solar panels or heat pumps, individuals retrofitting their homes, and manufacturers adopting more energy-efficient processes.
Change people’s energy consumption patterns
Typical outcomes include citizens turning down their thermostats, individuals shifting their appliance use to off-peak times, and employees adopting energy-efficient behaviours at the workplace.
Encourage a change in the mode of transportation
Typical outcomes include commuters shifting from car travel to public transport, holiday travellers switching from short-haul flights to trains, and employees switching from overseas business travel to virtual meetings.
Programme instrument
What policy instruments are you considering using to achieve the desired outcomes(s)? Please select all that apply.
Enforce or ban behaviours
You are considering enforcing or banning behaviours via regulations, legislation, or guidelines. Examples include banning diesel cars in city centres or enforcing minimum energy efficiency standards in certain industry sectors.
Incentivise or disincentivise behaviours
You are considering incentivising or disincentivising behaviours using financial, in-kind, or social incentives and disincentives. Examples include providing heat pump installation grants or making electric vehicles more socially visible through distinguishable number plates.
Provide services or infrastructure
You are considering providing services or developing a new infrastructure to support desired behaviours. Examples include building an online platform where citizens can contact trusted housing retrofit contractors, offering energy efficiency audits to businesses, or installing electric vehicle charging stations.
Provide information
You are considering providing information to citizens or organisations to encourage them to engage in desired behaviours. Examples include launching an information campaign about the benefits of installing solar panels or developing an energy-efficiency labelling scheme for household appliances.
Programme options
You have successfully completed the screening exercise.
Based on your choices, you have multiple options at your disposal. The success of each alternative will likely depend on the behavioural factors that we identified below.
Click the “+” button next to each policy option to learn more about the behavioural factors underlying its success. You can also access checklists that illustrate how to address these factors and make the programme more likely to achieve its intended outcomes.
| 2 | Ban or regulate old technologies to encourage citizens or businesses to adopt new and more energy-efficient ones |
Behavioural factors might affect this programme option:
Negative social influence
Non-compliant citizens or businesses might discourage others from complying with the law or regulation.
Learn how to use positive social influence
Limited capabilites
Citizens might lack the knowledge, skill, or ability to use the new technology.
Learn how to address knowledge and ability gaps
Low institutional trust
Citizens might distrust the institution that implemented the policy or programme.
Learn how to increase public acceptance
Low perceived risk
Citizens or businesses might believe that authorities do not enforce laws or regulations effectively. They might also think that the penalty for breaking the law might not be deterrent enough.
Learn how to increase compliance
Negative attitudes
Citizens might have negative attitudes towards the new technology.
Learn how to foster positive attitudes towards the policy
| 2 | Ban or regulate certain behaviours to encourage citizens or businesses to change their energy consumption patterns |
Behavioural factors might affect this programme option:
Low perceived risk
Citizens or businesses might believe that authorities do not enforce laws or regulations effectively. They might also think that the penalty for breaking the law might not be deterrent enough.
Learn how to increase compliance
Low awareness
Citizens might not be aware of the law or regulation.
Learn how to communicate effectively
Low institutional trust
Citizens might distrust the institution that implemented the policy or programme.
Learn how to increase public acceptance
Negative social influence
Citizens or businesses might not adhere to the law or regulation because they incorrectly believe that others do not do so either.
Learn how to use positive social influence
| 2 | Ban or regulate specific modes of transport to encourage citizens to switch to more sustainable ones |
Behavioural factors might affect this programme option:
Attachment to past investments
Citizens who have recently purchased a car might be reticent to switch to a new mode of transport.
Learn how to help citizens overcome attachment to past investments
Existing habits
Existing habits might make it difficult for citizens to switch to a new mode of transport.
Learn how to help citizens build and sustain new habits
Limited capabilites
Citizens might lack the knowledge, skill, or ability to switch to a new mode of transport.
Learn how to address knowledge and ability gaps
Low institutional trust
Citizens might distrust the institution that implemented the policy or programme.
Learn how to increase public acceptance
Negative attitudes
Citizens might have negative attitudes towards the new mode of transport.
Learn how to foster positive attitudes towards the policy
Low perceived risk
Citizens or businesses might believe that authorities do not enforce laws or regulations effectively. They might also think that the penalty for breaking the law might not be deterrent enough.
Learn how to increase compliance
| 2 | Incentivise citizens or businesses to adopt new and more energy-efficient technologies |
Behavioural factors might affect this programme option:
Mental overload
Complex application processes to incentive or grant programmes can feel intimidating and lead citizens to drop out.
Learn how to simplify administrative processes
Limited capabilites
Citizens might lack the knowledge, skill, or ability to use the new technology.
Learn how to address knowledge and ability gaps
Low awareness
Citizens might not be aware of the programme's existence or eligibility criteria.
Learn how to communicate effectively
Lack of attractiveness
Citizens and businesses might not see the incentive as sufficiently attractive.
Learn how to increase attractiveness
Attachment to past investments
Citizens or businesses might be reticent to switch to new technology if they invested significant resources in their current technology.
Learn how to help citizens overcome attachment to past investments
Existing habits
Existing habits might make it difficult for citizens to adopt the new technology.
Learn how to help citizens build and sustain new habits
Negative attitudes
Citizens might have negative attitudes towards the new technology.
Learn how to foster positive attitudes towards the policy
Motivational backlash
After incentivising some energy-efficient behaviours, citizens might stop engaging in other ones.
Learn how to pull the right motivational levers
| 2 | Incentivise citizens or businesses to change their energy consumption patterns |
Behavioural factors might affect this programme option:
Lack of attractiveness
Citizens and businesses might not see the incentive as sufficiently attractive.
Learn how to increase attractiveness
Existing habits
Existing habits might make it difficult for citizens to change their energy consumption patterns. Also, they might revert back to their old habits once incentives are discontinued.
Learn how to help citizens build and sustain new habits
Limited capabilites
Citizens might lack the knowledge, skill, or ability to reduce their energy consumption.
Learn how to address knowledge and ability gaps
Mental overload
Complex application processes to incentive or grant programmes can feel intimidating and lead citizens to drop out.
Learn how to simplify administrative processes
| 2 | Incentivise citizens or businesses to switch to more sustainable modes of transport |
Behavioural factors might affect this programme option:
Existing habits
Citizens might not use the new mode of transport consistently over time. Also, existing habits might make it difficult for citizens to switch to a new mode of transport.
Learn how to help citizens build and sustain new habits
Lack of attractiveness
Citizens and businesses might not see the incentive as sufficiently attractive.
Learn how to increase attractiveness
Limited capabilites
Citizens might lack the knowledge, skill, or ability to switch to a new mode of transport.
Learn how to address knowledge and ability gaps
Low awareness
Citizens might not be aware of the programme's existence or eligibility criteria.
Learn how to communicate effectively
Low commitment
Citizens might not have enough willpower to reduce their energy consumption.
Learn how to encourage commitment
Motivational backlash
Financial incentives might dissuade citizens who do not wish to view themselves or be viewed by others as money-oriented.
Learn how to pull the right motivational levers
Mental overload
Complex application processes to incentive or grant programmes can feel intimidating and lead citizens to drop out.
Learn how to simplify administrative processes
| 2 | Provide a service or restructure the environment to encourage citizens or businesses to adopt new and more energy-efficient technologies |
Behavioural factors might affect this programme option:
Low awareness
Citizens might not be aware of the existence of the service.
Learn how to communicate effectively
Lack of attractiveness
Citizens might not to see any immediate benefits associated with using the service.
Learn how to increase attractiveness
Low commitment
Citizens and businesses might not use the new service because it requires too much effort.
Learn how to encourage commitment
Low institutional trust
Citizens might distrust the institution that delivers the service.
Learn how to increase public acceptance
Mental overload
Complex signup or enrollment processes to services can feel intimidating and lead citizens to drop out.
Learn how to simplify administrative processes
| 2 | Provide a service or restructure the environment to encourage citizens or businesses to change their energy consumption patterns |
Behavioural factors might affect this programme option:
Low awareness
Citizens might not be aware of the existence of the service.
Learn how to communicate effectively
Low commitment
Citizens and businesses might not use the new service because it requires too much effort.
Learn how to encourage commitment
Lack of attractiveness
Citizens might not to see any immediate benefits associated with using the service.
Learn how to increase attractiveness
Existing habits
Citizens might not use the new service consistently over time. Also, existing habits might make it difficult for them to change their energy consumption patterns.
Learn how to help citizens build and sustain new habits
Low institutional trust
Citizens might distrust the institution that delivers the service.
Learn how to increase public acceptance
Limited capabilites
Citizens might lack the knowledge, skill, or ability to use the new service.
Learn how to address knowledge and ability gaps
Mental overload
Complex signup or enrollment processes to services can feel intimidating and lead citizens to drop out.
Learn how to simplify administrative processes
| 2 | Provide a service or restructure the environment to encourage citizens to switch to more sustainable modes of transport |
Behavioural factors might affect this programme option:
Low commitment
Citizens and businesses might not use the new service because it requires too much effort.
Learn how to encourage commitment
Existing habits
Existing habits might make it difficult for citizens to use the new service.
Learn how to help citizens build and sustain new habits
Negative attitudes
Citizens might have negative attitudes towards the new service.
Learn how to foster positive attitudes towards the policy
Low awareness
Citizens might not be aware of the existence of the service.
Learn how to communicate effectively
Lack of attractiveness
Citizens might not to see any immediate benefits associated with using the service.
Learn how to increase attractiveness
Limited capabilites
Citizens might lack the knowledge, skill, or ability to use the new service.
Learn how to address knowledge and ability gaps
Mental overload
Complex signup or enrollment processes to services can feel intimidating and lead citizens to drop out.
Learn how to simplify administrative processes
| 2 | Launch an information campaign that encourages citizens or businesses to adopt new and more energy-efficient technologies |
Behavioural factors might affect this programme option:
Limited capabilites
Citizens might lack the knowledge, skill, or ability to act upon the information.
Learn how to address knowledge and ability gaps
Lack of attractiveness
Information might not be sufficiently motivating for citizens or businesses to take action.
Learn how to increase attractiveness
Negative social influence
Citizens or businesses might not act upon the communicated information because they incorrectly believe that others do not do so either.
Learn how to use positive social influence
Low awareness
Citizens might not notice, understand or remember the information that is provided. They might also pay no attention to the communicated information.
Learn how to communicate effectively
Negative attitudes
Citizens might disagree with the communicated information.
Learn how to foster positive attitudes towards the policy
Low institutional trust
Citizens might distrust the figure who communicates the information.
Learn how to increase public acceptance
Low commitment
Citizens or businesses might lack the necessary commitment to act upon information in an enduring way.
Learn how to encourage commitment
| 2 | Launch an information campaign that encourages citizens or businesses to change their energy consumption patterns |
Behavioural factors might affect this programme option:
Lack of attractiveness
Information might not be sufficiently motivating for citizens or businesses to take action.
Learn how to increase attractiveness
Limited capabilites
Citizens might lack the knowledge, skill, or ability to act upon the information.
Learn how to address knowledge and ability gaps
Negative social influence
Citizens or businesses might not act upon the communicated information because they incorrectly believe that others do not do so either.
Learn how to use positive social influence
Low awareness
Citizens might not notice, understand or remember the information that is provided. They might also pay no attention to the communicated information.
Learn how to communicate effectively
Negative attitudes
Citizens might disagree with the communicated information.
Learn how to foster positive attitudes towards the policy
Low commitment
Citizens or businesses might lack the necessary commitment to act upon information in an enduring way.
Learn how to encourage commitment
| 2 | Launch an information campaign that encourages citizens or businesses to switch to more sustainable modes of transport |
Behavioural factors might affect this programme option:
Lack of attractiveness
Information might not be sufficiently motivating for citizens or businesses to take action.
Learn how to increase attractiveness
Limited capabilites
Citizens might lack the knowledge, skill, or ability to act upon the information.
Learn how to address knowledge and ability gaps
Low awareness
Citizens might not notice, understand or remember the information that is provided.
Learn how to communicate effectively
Negative attitudes
Citizens might disagree with the communicated information.
Learn how to foster positive attitudes towards the policy
Negative social influence
Citizens or businesses might not act upon the communicated information because they incorrectly believe that others do not do so either.
Learn how to use positive social influence
Low commitment
Citizens or businesses might lack the necessary commitment to act upon information in an enduring way.
Learn how to encourage commitment
