Natalie shows this interesting advertisement on her blog:
The classroom setting in this ad inspired me to explore the power of peer pressure on promoting sustainability, since we know that people and companies are very likely to change their behaviour when they see their peers change.
Here’s an interesting piece of information I found that demonstrates how peer pressure can lead to big energy savings:
“Using Peer Pressure to Cut Energy Use”
A company called OPOWER has what appears to be a successful strategy for dealing with this human element of energy efficiency.
The company’s approach is based on the idea that people want to fit in. OPOWER first lets people know how their energy use compares to that of their neighbors. Then for each billing period the company gives them a single tip that they can act on, also connected to what their neighbors are doing, such as “Most people in your area keep their AC at 78 degrees.” They also tell people how much energy they will save.
On average the program has cut energy consumption by a modest amount–about 2.5%.
Another company I found recently that is doing some sustainability marketing is Keebler. Keebler has started to work with TerraCycle in an upcycling program; in which they’ll collect cookie wrappers and turn them into eco-friendly products, such as backpacks and pencil cases!
Keebler Chips Deluxe Cookies Ad:
Terracycle – Eliminating the idea of waste:
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