Awareness of Others’ Actions Matters More

Environmental Awareness: He'll replace his old bulbs if he thinks everybody else is doing it

Coal-fired power plants — America’s chief source of electricity — drink prodigious amounts of water and spew an enormous amount of air pollution that causes global warming and threatens the health of families and nature. And corporations around the country want to build even more. So what exactly do you have to tell people to get them to use less?

According to an experiment conducted by Positive Energy, you have make them aware that their neighbors are doing their part to use less, so you ought to do your part, too. According to a story in The Atlantic, when Positive Energy sends electric bills, the bills feature smiley faces if the customer uses less than average, and frowny faces if they use more. The result that this simple step has produced — a 2% drop in overall energy use.

It’s a primitive instinct, much like the impulse that drives insects to swarm or birds to flock; people take in information and respond, without being aware of why they act the way they do.

–The Atlantic, July/August 2009

I imagine it would be pretty straightforward to repeat this experiment with water bills… I think this also speaks to the importance of following up after your events — Sending an email or writing a newsletter article praising the people who participated (showing pictures of their faces, and identifying them by name), and send it to the people didn’t come, too. It might increase your turnout next time!

Thanks to J.D. for slipping me the paper article a couple of months back!

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