Last week, as part of a consultation on national energy policy in St Lucia, I made a presentation on energy awareness to a roomful of ‘energy sector stakeholders’. The audience was knowledgeable and involved. So, I requested a show of hands of people who knew roughly their electricity consumption at home, in kWh per day.
About 12% of the audience showed hands.
This would seem an unexpected outcome. Given the facts that a) many in the audience have some connection with energy and sustainability issues at work and b) they were attending a workshop on energy and sustainability issues, it should be a reasonable assumption that most of them would be aware of something as basic as their own electricity consumption at home.
Well, practically everything I have read over the past year about behavior suggests that such an assumption would be wrong - hence the outcome. And of course, the problem is obvious: if we don't know how much we are consuming, how can we take steps to reduce our consumption?
The field of behavioral economics, now enjoying a resurgence (ably assisted by such bestselling books as Nudge and Predictably Irrational), explains how surprisingly irrational we humans really are.
Seth Godin wrote a perceptive post about irrationality on his blog today, with an interesting example:
"When Chris Blackwell introduced reggae to the rest of the world (Bob Marley!), it was irrational. That moment in time was the best time to be working with Bonnie Raitt or Jackson Browne, not some unknown spleef-smoking guys from a tiny island in the Caribbean. No amount of rational analysis would have led an investor to back Chris."Godin’s post inspired me to write this one. Behavioral economists would call that an example of the Bandwagon effect.
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