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 4 of a five-part series.
HVAC&R professionals can effectively communicate the benefits of net-zero energy buildings to clients. Freepik.com
While pursuing net-zero energy buildings, challenges must be addressed. Net-zero energy buildings primarily measure energy flows in and out of the building, but considerations of human health, safety, and comfort cannot be overlooked. Indoor environmental quality must align with energy efficiency goals. Furthermore, existing buildings demand attention, as approximately 75% of the buildings that will exist in 2050 are already standing. To successfully contribute to global goals and combat global warming, addressing existing buildings becomes imperative.
A study conducted by two researchers from Harvard shed light on the impact of businesses that obsessively focus on meeting customer needs. These businesses experienced a four-fold increase in revenues, seven times faster job creation, and a twelve-fold increase in owner equity. Notably, small businesses saw a remarkable 750% improvement in profit performance over the eleven-year duration of the study. These findings underscore the importance of prioritising customer satisfaction in the HVAC&R industry.
ASHRAE, with its extensive range of standards and guidelines, plays a crucial role in meeting client expectations. Addressing factors such as comfort, health, and operational efficiency, ASHRAE standards like 55 (thermal comfort), 62.1 (ventilation), and 90.1 (energy efficiency) provide the technical tools required to meet and exceed client demands. By leveraging these standards, HVAC&R professionals can enhance customer experiences and contribute to the overall success of net-zero projects.
Net-zero buildings offer a multitude of benefits that can be effectively communicated to clients. Firstly, these buildings have lower environmental impacts, aligning with the growing emphasis on sustainability. By significantly reducing greenhouse gas emissions, net-zero buildings contribute to a cleaner and greener future. Additionally, they provide tangible economic advantages, including lower operating and maintenance costs, which directly benefit building owners and occupants. Moreover, net-zero buildings exhibit improved resilience to natural disasters, offering a safer environment in the face of increasing calamities. Enhanced energy security is another key advantage, aligning with the objectives outlined in the decarbonisation goals signed by various countries.
To successfully guide clients towards net-zero energy buildings, it is essential to understand their decision-making process. Human behaviour plays a crucial role in shaping these decisions, and the framing effect provides an insightful perspective. In an experiment conducted by an Italian researcher, participants were presented with two options involving a monetary reward. Most participants chose option two when framed as keeping USD20, rather than taking a gamble with a 40% chance of winning USD50 or losing everything. Intriguingly, when the options were reframed with a slight change in wording, participants shifted their preference to option one, even though the choices remained identical. This demonstrates the powerful influence of language and framing on decision making.
Armed with this understanding of human behaviour, HVAC&R professionals can effectively communicate the benefits of net-zero energy buildings to clients. By highlighting the economic advantages, environmental impact, resilience, and energy security, professionals can empower clients to make informed decisions that align with the decarbonisation goals of their respective countries. As the industry continues its pursuit of net zero, fostering strong client relationships and delivering on expectations will be the key to achieving success and driving meaningful change.
