In the most recent ASHRAE lecture series, Professor Tim Wentz gave the first of a series of three presentations over three weeks to the South African Chapter of ASHRAE. The first was on the topic of A Human Behaviour Approach to Net Zero Energy Buildings hosted by the CCT Committee. The following is a summary of that presentation, with lectures two and three being covered in subsequent issues of Cold Link Africa. This is Part 1 of a five-part series.
Professor Tim Wentz. Provided by ASHRAE
A case study in San Marcos, California, highlights the power of effective messaging. After failed attempts to promote energy-saving behaviours, a new campaign emerged with remarkable success. The key to its effectiveness lies in its messaging strategy: ‘77% of your neighbours use fans instead of air conditioning to keep cool in the summer’. This statement encompasses the three essential elements of behaviour change: speaking to the emotional side, appealing to the rational side, and shaping the path.
The emotional aspect is addressed by highlighting the ‘herd mentality’. Referring to the majority (77%) of neighbours using fans taps into the desire to fit in and be part of a community. Simultaneously, the rational aspect is engaged by explaining the practical benefits of keeping cool in the summer. By suggesting the path of using fans instead of air conditioning, a clear solution is provided, shaping the behaviour towards energy-saving practices.
This example demonstrates the power of understanding human behaviour in achieving climate and decarbonisation goals. However, it is important to acknowledge that progress in meeting these goals has been falling short. Urgent action is required to align with targets, and the HVAC&R industry must play a significant role.
Looking back at historical achievements, such as the healing of the ozone hole, provides inspiration and hope. Through the Montreal Protocol and subsequent amendments, humanity recognised the damage caused and took collective action. The result is tangible progress in healing the ozone layer. This serves as a reminder that with collective effort and the right tools, we can make a difference in addressing climate change and achieving net zero.
The Paris Accord emphasises the importance of collaboration and focusing on people, particularly their behaviour. ASHRAE, as a leading organisation in the HVAC&R industry, recognises the need to bring together these essential elements. By providing tools, training, and information, ASHRAE aims to support professionals in guiding clients towards sustainable choices and decarbonisation.
While technical knowledge is vital, it is equally important not to overlook the human behaviour aspect. Numerous books and studies delve into understanding how people think and make decisions. These resources offer valuable insights into influencing behavior positively. ASHRAE encourages professionals to explore this dimension and expand their understanding of human behaviour, alongside technical expertise.
The global pursuit of net zero emissions has become a critical imperative, necessitating a deep understanding of human behaviour and its integration into design and construction initiatives within the HVAC&R industry. Several factors contribute to the urgency of this endeavour, including the rapid growth of urbanisation and population. As cities across the world continue to expand, the demand for energy-efficient heating, ventilation, air conditioning, and refrigeration systems (HVAC&R) intensifies.
