Team Power Smart Sparks Increase in Low-Priority, Repetitive Behaviors

Abstract

BC Hydro provides electricity to 1.7 million residential customers throughout British Columbia, on the west coast of Canada. Despite consumer indifference toward energy conservation, its Team Power Smart behavior-change program actively engaged 91,539 households and reduced electricity consumption by 25.6 gigawatt hours over its first 4½ years. The program connects with participants through things they care about, builds engagement incrementally, and helps overcome common barriers. It is designed to increase participants’ engagement levels on three dimensions: enjoyment (“I like this”), affiliation (“This is who I am”), and resonance (“This is right for me”). A similar approach could be used with a wide range of low-priority, ongoing behaviors.