Blog

A timely post about “green” given today is St. Patrick’s Day…

An interesting article called ‘How green is your wallet?’ was featured this week in The Globe & Mail (a major Canadian daily). What caught my attention was the fact that green consumer behaviour is motivated by more than environment. Money and social norms also play a key role. A very exciting and promising stat was the percentage of the population (Canadian) that used low-flow shower heads in 1991 compared to 2009 – increased from 28% to 63% – that’s terrific! And those who used low-flow toilets in 1991 to 2009 went from 9% to 42% (good; not great).

All of the other statistics presented looked at changes from 2007 levels to 2009 levels; which, not surprisingly showed only nominal changes:

• lowered the thermostat over night during winter: rose from 55% to 61% from 2007 to 2099
• homes that have at least one halogen light (although the graphic was of a CFL): no change of 35% from 2007 to 2009
• drank primarily bottled water: down from 31% in 2007 to 24% in 2009 (meaning more people were drinking tap water over (plastic) bottled water

How can you compare behaviour change of water conservation (low-flow toilets and shower heads) compared over an 18 year period to the other behaviour changes listed over only a TWO year periods? Why weren’t the stats compared to 1991 levels as the baseline?

The whole point of the article was to highlight that people are driven to positive change only when there is a cash incentive or net-negative cost impact on individuals’ wallets—as illustrated by a dramatic change in behaviour from 2007 to 2009 in the use of recycled or reusable bags for grocery shopping: a sharp rise from 30% to 49%. [Most provinces in Canada started to charge for plastic grocery bags in 2009 ($0.05 per plastic bag)].

This news mirrors what One Change experiences in our community programs. We harness the power of community networks to deliver free, tangible items that people recognize have value. These items trigger an action (like changing a bulb) that changes self-perception and provides an experience that stimulates a conversation and new social norms between neighbours. We don’t ask for money from those we talk to, but people recognize that we’re helping them save. All we ask is a commitment to the action in appreciation of their time to listen. When this approach is coupled (and timed) with other programs and traditional marketing outreach programs offered by governments, utilities and others with a vested interested in the change in behaviour of their customers (to conserve energy, water or fuel)—that is when significant change can happen over a short period of time.

So, it’s not just about environment. It’s about engagement—and savings—and so much more. We can get the job done if we are sensitive to the fact that not everybody is motivated to save the planet. Saving money is ok too.

Residents from all over the state are invited to join Project Porchlight New Jersey for a “Salute to Success” Celebration on Thursday, June 3 from 11:30 a.m. – 2:00 p.m. at Military Park in Newark, New Jersey. There is so much to celebrate: Since 2008, Project Porchlight has distributed more than one million energy-efficient compact fluorescent light (CFL) bulbs to residents across the state! We have reached more than 300 New Jersey communities, where we have registered and trained more than 2,600 volunteers.

How much will state residents save on their electric bills thanks to our campaign? A total of $78 million. Now that’s a cause for celebration!

Special guests will include Martin Brodeur, goalie for the New Jersey Devils. Other invited guests include local officials, representatives from the state Board of Public Utilities (BPU), and representatives of One Change, one of Canada’s leading environmental organizations. Project Porchlight is an award-winning energy-efficiency initiative of One Change, and we are sponsored by New Jersey’s Clean Energy Program (NJCEP) and the (BPU).

By connecting with state residents one at a time, Project Porchlight is educating New Jersey about the energy savings offered by CFL bulbs as well as the energy efficiency programs that are available through NJCEP. In the process, we are empowering people to believe that simple actions matter and to make smart choices that protect the environment.

A CFL bulb uses about 75 percent less energy than an incandescent bulb, lasts up to 10 times longer, and can help residents save $30 or more in energy costs over the life of the bulb.

“What’s great about our campaign is that the CFL bulb is a catalyst that prompts individuals to make additional changes and smarter energy-efficiency decisions,” says Campaign Manager Sheila Foreman. “Our intention is for the CFL bulb to be a wake-up call letting residents know their simple actions matter in saving energy and our environment.”

Join us on June 3 at Military Park, Broad Street and Park Place in Newark. Enjoy light refreshments, hands-on activities, and games as well as live music performed by the Dynasty Band. Guests will receive a complimentary Energy Star-certified CFL bulb and will also have the opportunity to enter to win a NJ Devils jersey autographed by Martin Brodeur.

Residents from all over the state are invited to join Project Porchlight New Jersey for a “Salute to Success” Celebration on Wednesday, May 26 from 4-6 p.m. at our office in Trenton, New Jersey.

There will be lots to celebrate: Since 2008, Project Porchlight has distributed more than one million energy-efficient compact fluorescent light (CFL) bulbs to residents across the state! We have reached more than 300 New Jersey communities, where we have registered and trained more than 2,600 volunteers.

How much will state residents save on their electric bills thanks to our campaign? A total of $78 million. Now that’s a cause for celebration!

Special guests will include Dr. Randal Pinkett, President and CEO of BCT Partners and winner of NBC television’s hit reality series “The Apprentice.” Other invited guests include local officials, representatives from the state Board of Public Utilities (BPU), and representatives of One Change, one of Canada’s leading environmental organizations. Project Porchlight is an award-winning energy-efficiency initiative of One Change, and we are sponsored by New Jersey’s Clean Energy Program (NJCEP) and the state BPU.

By connecting with state residents one at a time, Project Porchlight is educating New Jersey about the energy savings offered by CFL bulbs as well as the energy efficiency programs that are available through NJCEP. In the process, we are empowering people to believe that simple actions matter and to make smart choices that protect the environment.

A CFL bulb uses about 75 percent less energy than an incandescent bulb, lasts up to 10 times longer, and can help residents save $30 or more in energy costs over the life of the bulb.

“What’s great about our campaign is that the CFL bulb is a catalyst that prompts individuals to make additional changes and smarter energy-efficiency decisions,” says Campaign Manager Sheila Foreman. “Our intention is for the CFL bulb to be a wake-up call letting residents know their simple actions matter in saving energy and our environment.”

Join us on May 26 at Project Porchlight’s Trenton office, 354 South Broad Street. Enjoy light refreshments, hands-on activities, and games as well as live music performed by the Eastside Vibe Band. And, of course, our guests will receive a complimentary Energy Star certified CFL bulb.

For more information about our “Salute to Success” Celebration or to volunteer, please visit www.porchlight.org.