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 5 of a five-part series.
Creating a clear path towards net-zero goals is crucial. Freepik.com
Building long-term relationships in the HVAC&R industry is key to success, and meeting client expectations is at the core of these relationships. Harvard researchers discovered that businesses focusing obsessively on customer needs experienced significant improvements in revenue, job creation, owner equity, and profit performance. ASHRAE provides a range of standards and guidelines, such as Standard 55 for comfort, Standard 62.1 for healthy environments, and standards like 90.1 and 90.11 for economic operations. These technical tools empower industry professionals to meet and exceed client expectations.
Net-zero buildings offer several advantages, making them a desirable choice for building owners and occupants. Firstly, they significantly reduce environmental impacts, addressing the urgent need for sustainability. Additionally, net-zero buildings have lower operating and maintenance costs, ensuring financial savings for owners. These structures also exhibit improved resilience to natural disasters, which are becoming increasingly frequent and severe.
Human decision-making processes are influenced by our brain’s wiring. Studies conducted across different demographics and cultures demonstrate that humans tend to perceive losses differently than gains. This knowledge is crucial when crafting proposals or writing change orders, as understanding how clients interpret information is key to successful communication. Contrary to the myth of purely rational decision-making like that of Mr. Spock from Star Trek, human decision-making is a complex interplay between emotions and rationality. A notable case study involved a neurologist in Italy who removed a tumour from a patient’s brain, resulting in the loss of emotions akin to Mr. Spock. However, the patient struggled to make decisions, highlighting the necessity of engaging both the emotional and rational sides of the brain for effective decision-making.
The human brain can be seen as an elephant (emotional side) and a rider (rational side) working together. The emotional side, driven by instinct and seeking short-term gratification, often overrides rational decision-making. The rational side calculates, deliberates, and thinks long-term. Understanding this dynamic allows HVAC&R professionals to guide clients towards making informed decisions. Social proofing, or herding behaviour, is another aspect to consider. Humans tend to rely on the actions and decisions of others, and by leveraging this tendency, professionals can shape client behaviour effectively.
Research conducted worldwide has consistently shown that regardless of birthplace, age, or gender, human brains are wired to treat losses differently than gains. This understanding is particularly significant when communicating proposals, change orders, or scopes to clients. Recognising that clients inherently prioritise avoiding losses can help in effectively conveying the benefits of sustainable choices.
When it comes to achieving net-zero targets, understanding the composition of our brains becomes crucial. The rational conscious mind, analogous to a calculator, is the newer and smaller part of our brain, while the subconscious emotional part, akin to a supercomputer, has been around since the beginning.
To shape behaviour successfully, it is essential to speak to both the emotional and rational sides of the brain. Additionally, creating a clear path towards net-zero goals is crucial. An excellent example of this approach is the revamped ASHRAE Building EQ program, which incorporates the concept of a ‘herd’. By eliminating traditional grading systems and establishing a scale with the herd at the top, outliers are motivated to improve and aspire to become leaders of the herd. The programme also addresses the energy gap between building design and operation, acknowledging the role of human behaviour in energy consumption.
In conclusion, the HVAC&R industry’s transition to a net-zero future requires a deep understanding of human behaviour. By recognising the brain’s tendency to treat losses differently than gains, acknowledging the interplay between emotions and rationality, and shaping the path towards sustainable choices, professionals can effectively guide clients and building users towards achieving decarbonisation targets. Shaping behaviour is a powerful tool in the journey towards a sustainable and net-zero future in the HVAC&R industry.
