What psychological principles and techniques can be employed for this purpose, and how can the campaign be designed for maximum impact?
You probably haven't missed it: turning down the heat, unplugging chargers, and taking shorter showers. Recently, energy conservation has been a hot topic due to the ongoing energy crisis. Since September 2021, we've been facing the worst energy crisis in half a century. Climate change, the COVID-19 pandemic, and the conflict in Ukraine have all contributed to the emergence and (temporary) continuation of this crisis. The advice is clear: consume less energy to cut your own costs and contribute to the environment.
One advocate of spreading this advice is Budget Thuis. Budget Thuis is an energy and telecommunications provider with a unique offering of energy (gas and electricity), TV, internet, and sim-only subscriptions. Their mission is to make things as easy and affordable as possible for customers and provide all services under one roof.
Budget Energie, a part of Budget Thuis, places high importance on sustainability and provides 100% green energy. They value the planet and aim to convey this commitment to their customers by encouraging sustainable energy practices. But this is easier said than done.
Behavior change is challenging! As humans, we often operate on autopilot, and adopting new behaviors requires effort. Fortunately, psychology offers theories and principles that can nudge Budget Thuis customers towards greener choices.
One of the ways Budget Energie seeks to motivate its customers is through the "Put on a Sweater" campaign. Launched in 2021 and continued in 2022, this campaign allows Budget Energie customers to participate in saving energy by, for example, wearing a sweater more often.
Unravel Behavior examined this campaign and provided Budget Thuis with an advisory report on how to maximize the potential of their campaign and encourage their customers to make more sustainable choices.