Alex Laskey: How behavioral science can lower your energy bill

Translator: Joseph Geni Reviewer: Morton Bast

Prevodilac: Matija Sabadoš Lektor: Mile Živković

How many of you have checked your email today?

Koliko vas je danas proverilo svoj imejl?

Come on, raise your hands.

Hajde, podignite ruke.

How many of you are checking it right now?

Koliko vas ga proverava ovog trenutka?

(Laughter)

(Smeh)

And how about finances? Anybody check that today?

A novac? Je li to neko danas proveravao?

Credit card, investment account?

Kreditna kartica, račun za ulaganja?

How about this week?

A ove nedelje?

Now, how about your household energy use?

A šta je sa potrošnjom energije u vašem domaćinstvu?

Anybody check that today?

Da li je danas neko to proveravao?

This week? Last week?

Ove nedelje? Prošle nedelje?

A few energy geeks spread out across the room.

Par zaluđenika za energiju u ovoj prostoriji.

It's good to see you guys.

Drago mi je da vas vidim.

But the rest of us -- this is a room filled with people

Ali mi ostali - ovo je prostorija puna ljudi

who are passionate about the future of this planet,

kojima je stalo do budućnosti ove planete,

and even we aren't paying attention

a čak ni mi ne vodimo računa

to the energy use that's driving climate change.

o upotrebi energije koja upravlja klimatskim promenama.

The woman in the photo with me is Harriet.

Žena pored mene na ovoj fotografiji je Harijet.

We met her on our first family vacation.

Upoznali smo je na prvom porodičnom odmoru.

Harriet's paying attention to her energy use,

Harijet vodi računa o svojoj upotrebi energije,

and she is decidedly not an energy geek.

a sasvim sigurno nije zaluđenik za energiju.

This is the story of how Harriet came to pay attention.

Ovo je priča o tome kako je Harijet počela da vodi računa.

This is coal,

Ovo je ugalj,

the most common source of electricity on the planet,

najrasprostranjeniji izvor struje na svetu

and there's enough energy in this coal

i postoji dovoljno energije u ovoliko uglja

to light this bulb for more than a year.

da bi ova sijalica svetlela više od godinu dana.

But unfortunately, between here and here,

Nažalost, odavde dovde

most of that energy is lost to things

veći deo energije se izgubi

like transmission leakage and heat.

zbog gubitka u prenosu ili toplote.

In fact, only 10 percent ends up as light.

Zapravo samo 10 odsto završi kao svetlost.

So this coal will last a little bit more than a month.

Dakle, ova količina uglja će trajati nešto više od mesec dana.

If you wanted to light this bulb for a year,

Kada biste hteli da ova sijalica svetli godinu dana,

you'd need this much coal.

trebalo bi vam ovoliko uglja.

The bad news here is that, for every unit of energy we use,

Loša vest je da za svaku jedinicu energije koju iskoristimo

we waste nine.

izgubimo devet.

That means there's good news,

Što znači da ima i dobrih vesti,

because for every unit of energy we save,

jer za svaku jedinicu energije koju sačuvamo,

we save the other nine.

sačuvamo i ostalih devet.

So the question is, how can we get the people in this room

Pitanje je kako navesti ljude u ovoj prostoriji

and across the globe to start paying attention

i drugim delovima sveta da počnu da vode računa

to the energy we're using,

o energiji koju koristimo

and start wasting less of it?

i počnu je manje rasipati?

The answer comes from a behavioral science experiment

Odgovor se nalazi u bihejviorističkom eksperimentu

that was run one hot summer, 10 years ago,

sprovedenom jednog toplog leta, pre 10 godina,

and only 90 miles from here,

i na samo 150 kilometara odavde,

in San Marcos, California.

u San Markosu u Kaliforniji.

Graduate students put signs on every door in a neighborhood,

Postdiplomci su okačili oznake na sva vrata u komšiluku

asking people to turn off their air conditioning

i zamolili ljude da isključe klima uređaje,

and turn on their fans.

a uključe ventilatore.

One quarter of the homes received a message that said,

Jedna četvrtina domova dobila je poruku koja je glasila:

did you know you could save 54 dollars a month this summer?

"Da li ste znali da možete uštedeti 54 dolara mesečno ovog leta?

Turn off your air conditioning, turn on your fans.

Isključite vaš klima uređaj, uključite ventilatore."

Another group got an environmental message.

Druga grupa je primila ekološku poruku.

And still a third group got a message about

Dok je treća grupa dobila poruku o tome

being good citizens, preventing blackouts.

kako da budu dobri građani, da sprečavaju nestanke struje.

Most people guessed that money-saving message would work best of all.

Većina bi pretpostavila da bi se poruka o štednji novca pokazala najbolje.

In fact, none of these messages worked.

Zapravo, nijedna od ovih poruka nije upalila.

They had zero impact on energy consumption.

Nisu imale nikakav uticaj na potrošnju energije.

It was as if the grad students hadn't shown up at all.

Kao da se postdiplomci uopšte nisu ni pojavili.

But there was a fourth message,

Ali postojala je četvrta poruka,

and this message simply said,

koja je jednostavno glasila:

"When surveyed, 77 percent of your neighbors

"Kada upitani, 77 posto vaših komšija

said that they turned off their air conditioning and turned on their fans.

izjavilo je da su isključili klima uređaje i uključili ventilatore.

Please join them. Turn off your air conditioning

Pridružite im se. Isključite svoje klima uređaje

and turn on your fans."

i uključite svoje ventilatore."

And wouldn't you know it, they did.

I zamislite, to su i uradili.

The people who received this message

Kod osoba koje su primile ovu poruku

showed a marked decrease in energy consumption

primećeno je izrazito smanjenje potrošnje energije

simply by being told what their neighbors were doing.

jer im je rečeno šta rade njihove komšije.

So what does this tell us?

Šta nam to govori?

Well, if something is inconvenient,

Ako nam nešto ne odgovara,

even if we believe in it,

čak iako verujemo u to,

moral suasion, financial incentives, don't do much to move us --

moralno ubeđivanje, novčani podsticaji, ne čine mnogo da nas pokrenu,

but social pressure, that's powerful stuff.

ali društveni pritisak, to je moćna stvar.

And harnessed correctly, it can be a powerful force for good.

A dobro iskorišćen, može biti snažna sila za dobro.

In fact, it already is.

Zapravo, već jeste.

Inspired by this insight, my friend Dan Yates and I

Inspirisani ovim saznanjem, moj prijatelj Den Jejts i ja

started a company called Opower.

smo pokrenuli kompaniju nazvanu Opower.

We built software and partnered with utility companies

Napravili smo softver i uortačili se sa komunalnim kompanijama

who wanted to help their customers save energy.

koje su želele da pomognu svojim potrošačima u štednji energije.

We deliver personalized home energy reports

Dostavljamo domaćinstvima personalizovane izveštaje o energiji

that show people how their consumption

koji ljudima pokazuju njihovu potrošnju

compares to their neighbors in similar-sized homes.

u poređenju sa komšijama u kućama slične veličine.

Just like those effective door hangers,

Kao sa onim delotvornim porukama,

we have people comparing themselves to their neighbors,

uz našu pomoć ljudi se porede s komšijama,

and then we give everyone targeted recommendations

a onda svima dajemo preporučene ciljeve

to help them save.

da bismo im pomogli da štede.

We started with paper, we moved to a mobile application,

Počeli smo sa papirom, prešli smo na aplikaciju za mobilne telefone,

web, and now even a controllable thermostat,

internet, sada čak i termostat sa upravljanjem,

and for the last five years we've been running

i u poslednjih pet godina sprovodimo

the largest behavioral science experiment in the world.

najveći bihejvioristički eksperiment na svetu.

And it's working.

I to funkcioniše.

Ordinary homeowners and renters have saved

Vlasnici kuća i podstanari su uštedeli

more than 250 million dollars on their energy bills,

više od 250 miliona dolara na računima za struju,

and we're just getting started.

a ovo je samo početak.

This year alone, in partnership with more than 80 utilities

Samo ove godine, kroz saradnju sa više od 80 preduzeća

in six countries, we're going to generate

u šest zemalja, stvorićemo

another two terawatt hours of electricity savings.

još dva teravat-časa uštede struje.

Now, the energy geeks in the room know two terawatt hours,

Zaluđenici za energiju u ovoj prostoriji znaju šta su dva teravat-časa,

but for the rest of us, two terawatt hours

ali za ostale, dva teravat-časa

is more than enough energy to power every home

je više nego dovoljno energije da se obezbedi struja za svaku kuću

in St. Louis and Salt Lake City combined

u Sent Luisu i Solt Lejk Sitiju zajedno

for more than a year.

na više od godinu dana.

Two terawatt hours, it's roughly half

Dva teravat-časa su otprilike polovina

what the U.S. solar industry produced last year.

prošlogodišnje proizvodnje američke solarne industrije.

And two terawatt hours? In terms of coal,

A dva teravat-časa? Kada je reč o uglju,

we'd need to burn 34 of these wheelbarrows

morali bismo da sagorimo 34 ovakvih kolica

every minute around the clock every day for an entire year

svakog minuta u toku svakog dana tokom cele godine

to get two terawatt hours of electricity.

da bismo dobili dva teravat-časa struje.

And we're not burning anything.

A mi ništa ne sagorevamo.

We're just motivating people to pay attention

Samo motivišemo ljude da vode računa

and change their behavior.

i promene ponašanje.

But we're just one company, and this is just

Ali mi smo samo jedna kompanija, i ovo je

scratching the surface.

tek početak priče.

Twenty percent of the electricity in homes is wasted,

Dvadeset posto struje u kućama se rasipa,

and when I say wasted, I don't mean that people have

a pod rasipa, ne mislim na to da ljudi imaju

inefficient lightbulbs. They may.

neefikasne sijalice. Možda ih imaju.

I mean we leave the lights on in empty rooms,

Mislim na to da nam svetlo gori u praznim sobama,

and we leave the air conditioning on when nobody's home.

da nam klima uređaji rade kada nema nikoga kod kuće.

That's 40 billion dollars a year wasted

To je gubitak od 40 milijardi dolara godišnje

on electricity that does not contribute to our well-being

na struju koja ne doprinosi našem blagostanju,

but does contribute to climate change.

ali doprinosi klimatskim promenama.

That's 40 billion -- with a B --

40 milijardi - ne miliona -

every year in the U.S. alone.

svake godine, samo u SAD.

That's half our coal usage right there.

To je polovina naših potreba uglja.

Now thankfully, some of the world's best material scientists

Na sreću, neki od najboljih svetskih naučnika za materijale

are looking to replace coal with sustainable resources

pokušavaju da zamene ugalj održivim izvorima

like these,

poput ovih,

and this is both fantastic and essential.

što je i odlično i veoma značajno.

But the most overlooked resource to get us

Ali resurs koji najviše zanemarujemo u obezbeđivanju

to a sustainable energy future, it isn't on this slide.

održive energetske budućnosti nije na ovom slajdu.

It's in this room. It's you, and it's me.

U ovoj je prostoriji. To smo vi i ja.

And we can harness this resource

A ovaj resurs možemo iskoristiti

with no new material science

bez nove nauke o materijalima,

simply by applying behavioral science.

prostom primenom bihejviorističke nauke.

We can do it today, we know it works,

Možemo to danas uraditi, znamo da funkcioniše

and it will save us money right away.

i da ćemo odmah uštedeti novac.

So what are we waiting for?

Dakle, šta čekamo?

Well, in most places, utility regulation

U većini naselja upravljanje komunalnim preduzećima

hasn't changed much since Thomas Edison.

nije se bitno promenilo od Tomasa Edisona.

Utilities are still rewarded when their customers

Preduzeća se nagrađuju kada njihovi potrošači

waste energy.

rasipaju energiju.

They ought to be rewarded for helping their customers save it.

Trebalo bi ih nagrađivati za pomaganje potrošačima da je uštede.

But this story is much more than about household energy use.

Međutim, ovo je mnogo složenije od upotrebe energije u domaćinstvu.

Take a look at the Prius.

Pogledajte Prius.

It's efficient not only because Toyota invested in material science

Efikasan je ne samo zato što je Tojota ulagala novac u nove materijale,

but because they invested in behavioral science.

već i zato što je ulagala u bihejviorističku nauku.

The dashboard that shows drivers how much energy

Komandna tabla koja pokazuje vozaču koliko energije

they're saving in real time

štedi u realnom vremenu

makes former speed demons

čini da nekadašnji trkači

drive more like cautious grandmothers.

voze poput opreznih baka.

Which brings us back to Harriet.

To nas vraća nazad na Harijet.

We met her on our first family vacation.

Upoznali smo je na prvom porodičnom odmoru.

She came over to meet my young daughter,

Prišla je da upozna moju malu ćerku,

and she was tickled to learn that my daughter's name

i obradovala se što se i moja ćerka

is also Harriet.

zove Harijet.

She asked me what I did for a living,

Pitala me je čime se bavim,

and I told her, I work with utilities

a ja sam joj rekao da se bavim komunalnim uslugama

to help people save energy.

kako bih pomogao ljudima da štede energiju.

It was then that her eyes lit up.

Tada su joj oči zasijale.

She looked at me, and she said,

Pogledala me je i rekla:

"You're exactly the person I need to talk to.

"Baš sa nekim poput vas treba da razgovaram.

You see, two weeks ago, my husband and I got a letter

Pre dve nedelje, suprug i ja smo dobili pismo

in the mail from our utility.

od elektrodistribucije.

It told us we were using twice as much energy as our neighbors."

Rekli su nam da koristimo duplo više energije od naših komšija."

(Laughter)

(Smeh)

"And for the last two weeks, all we can think about,

"I poslednje dve nedelje, sve o čemu razmišljamo,

talk about, and even argue about,

razgovaramo i svađamo se

is what we should be doing to save energy.

jeste kako da uštedimo energiju.

We did everything that letter told us to do,

Uradili smo sve što nam je u pismu rečeno,

and still I know there must be more.

ali sigurna sam da ima još nešto.

Now I'm here with a genuine expert.

Evo me sada sa pravim stručnjakom.

Tell me. What should I do to save energy?"

Recite mi. Kako da uštedim energiju?"

There are many experts who can help answer Harriet's question.

Mnogo stručnjaka može odgovoriti na Harijetino pitanje.

My goal is to make sure

Meni je cilj da se postaram

we are all asking it.

da ga svi postavimo.

Thank you.

Hvala vam.

(Applause)

(Aplauz)