How many of you have checked your email today? Come on, raise your hands. How many of you are checking it right now?
Koliko vas je danas provjerilo svoj e-mail? Hajde, dignite ruke. Koliko vas upravo to radi?
(Laughter)
(Smijeh)
And how about finances? Anybody check that today? Credit card, investment account? How about this week?
A financije? Jeste li ih provjerili danas? Kreditne kartice, investicijski račun? A ovaj tjedan?
Now, how about your household energy use? Anybody check that today? This week? Last week? A few energy geeks spread out across the room. It's good to see you guys. But the rest of us -- this is a room filled with people who are passionate about the future of this planet, and even we aren't paying attention to the energy use that's driving climate change. The woman in the photo with me is Harriet. We met her on our first family vacation. Harriet's paying attention to her energy use, and she is decidedly not an energy geek. This is the story of how Harriet came to pay attention.
Što je s potrošnjom energije vašeg kućanstva? Je li itko provjerio danas? Ovog tjedna? Prošlog? Nekolicina geekova za energiju je u prostoriji. Drago mi je da vas vidim, dečki. Ali mi ostali - ova prostorija je puna ljudi koji se brinu za budućnost svog planeta, a čak ni mi ne pridajemo dovoljno pažnje potrošnji energije koja pokreće klimatske promjene. Žena na fotografiji pokraj mene je Harriet. Upoznali smo se na našem prvom obiteljskom odmoru. Harriet obraća pažnju na svoju potrošnju energije, a ona sigurno nije geek za energiju. Čut ćete kako je Harriet počela obraćati pažnju.
This is coal, the most common source of electricity on the planet, and there's enough energy in this coal to light this bulb for more than a year. But unfortunately, between here and here, most of that energy is lost to things like transmission leakage and heat. In fact, only 10 percent ends up as light. So this coal will last a little bit more than a month. If you wanted to light this bulb for a year, you'd need this much coal. The bad news here is that, for every unit of energy we use, we waste nine. That means there's good news, because for every unit of energy we save, we save the other nine. So the question is, how can we get the people in this room and across the globe to start paying attention to the energy we're using, and start wasting less of it?
Ovo je ugljen, najčešći izvor električne struje na planetu, i u njemu ima dovoljno energije da opskrbljuje ovu žarulju više od godinu dana. Ali nažalost, između ovoga i ovoga, većina te energije se potroši na stvari poput curenja u prijenosu energije i topline. Zapravo, samo 10 posto energije postane svjetlo. Tako će ovaj ugljen trajati nešto više od mjeseca. Kad bi željeli opskrbljivati ovu žarulju godinu dana, trebalo bi vam ovoliko ugljena. Loša strana je da za svaku jedinicu energije koju iskoristimo, potrošimo njih devet. To znači da ima i dobra strana, jer za svaku jedinicu koju uštedimo, uštedimo i ostalih devet. Pitanje je kako potaknuti ljude u ovoj prostoriji i diljem svijeta da počnu obraćati pažnju na potrošenu energiju i prestanu ju rasipati?
The answer comes from a behavioral science experiment that was run one hot summer, 10 years ago, and only 90 miles from here, in San Marcos, California. Graduate students put signs on every door in a neighborhood, asking people to turn off their air conditioning and turn on their fans. One quarter of the homes received a message that said, did you know you could save 54 dollars a month this summer? Turn off your air conditioning, turn on your fans. Another group got an environmental message. And still a third group got a message about being good citizens, preventing blackouts. Most people guessed that money-saving message would work best of all. In fact, none of these messages worked. They had zero impact on energy consumption. It was as if the grad students hadn't shown up at all.
Odgovor dolazi u obliku jednog eksperimenta bihevioralne znanosti koji je bio održan jednog vrućeg ljeta prije 10 godina, i samo 145 km udaljeno odavde, u San Marcosu u Kaliforniji. Apsolventi su postavili natpise na svaka vrata u susjedstvu sa molbom susjedima da izgase klime i upale ventilatore. Jednoj četvrtini kućanstava je bilo napisano "Da li znaju da mogu uštediti 54 dolara mjesečno ovo ljeto? Izgasite klime, upalite ventilatore." Druga grupa je dobila ekološku poruku, a treća je dobila poruku o savjasnim građanima koji sprečavaju zamračenje. Većina bi pomislila da je poruka sa uštedom novca najbolje prošla. Zapravo, nijedna od ovih poruka nije uspjela. Nisu imale nikakav utjecaj na potrošnju energije. Bilo je kao da se studenti nisu ni pojavili.
But there was a fourth message, and this message simply said, "When surveyed, 77 percent of your neighbors said that they turned off their air conditioning and turned on their fans. Please join them. Turn off your air conditioning and turn on your fans." And wouldn't you know it, they did. The people who received this message showed a marked decrease in energy consumption simply by being told what their neighbors were doing.
Ali bila je i četvrta poruka u kojoj je jednostavno pisalo "Vaših 77 posto anketiranih susjeda je reklo da su izgasili klime i upalili ventilatore. Molimo vas, pridružite im se. Ugasite vaše klime i upalite ventilatore." I ne biste rekli, ali uspjelo je. Kod ljudi koji su dobili tu poruku je zabilježen pad u potrošnji energije samo jer im je rečeno što im susjedi rade.
So what does this tell us? Well, if something is inconvenient, even if we believe in it, moral suasion, financial incentives, don't do much to move us -- but social pressure, that's powerful stuff. And harnessed correctly, it can be a powerful force for good. In fact, it already is.
Što nam to govori? Ako nam je nešto nepogodno, ako i vjerujemo u to, ni moralno uvjeravanje, ni financijski poticaji ne rade nikakvu razliku, ali pritisak okoline je snažna stvar. I pravilno usmjerena može biti snažna sila dobra. Zapravo, već jest.
Inspired by this insight, my friend Dan Yates and I started a company called Opower. We built software and partnered with utility companies who wanted to help their customers save energy. We deliver personalized home energy reports that show people how their consumption compares to their neighbors in similar-sized homes. Just like those effective door hangers, we have people comparing themselves to their neighbors, and then we give everyone targeted recommendations to help them save. We started with paper, we moved to a mobile application, web, and now even a controllable thermostat, and for the last five years we've been running the largest behavioral science experiment in the world.
Nadahnuti ovim otkrićem, moj prijatelj Dan Yates i ja osnovali smo kompaniju nazvanu 'Opower'. Izrađujemo softvere i surađujemo s komunalnim poduzećima koji žele pomoći potrošačima sa uštedom energije. Izrađujemo personalizirana izvješća o osobnoj potrošnji koja pokazuju ljudima kako je njihova potrošnja uspoređena sa potrošnjom njihovih susjeda u sličnim domovima. Kao oni učinkoviti natpisi na vratima, usporedili smo ljude sa njihovim susjedima te im dali ciljane upute o uštedi. Počeli smo sa papirom, prešli na mobilne aplikacije, internet, a sad i na kontrolirane termometre i zadnjih 5 godina vodimo najveći eksperiment bihevioralne znanosti na svijetu.
And it's working. Ordinary homeowners and renters have saved more than 250 million dollars on their energy bills, and we're just getting started. This year alone, in partnership with more than 80 utilities in six countries, we're going to generate another two terawatt hours of electricity savings.
I uspijeva. Prosječni vlasnici kuća i stanoprimci su uštedjeli više od 250 milijuna dolara na računima za struju, a tek smo počeli. Samo ove godine, u partnerstvu sa više od 80 komunalnih usluga u šest zemalja, proizvest ćemo još dva teravatsata uštede struje.
Now, the energy geeks in the room know two terawatt hours, but for the rest of us, two terawatt hours is more than enough energy to power every home in St. Louis and Salt Lake City combined for more than a year. Two terawatt hours, it's roughly half what the U.S. solar industry produced last year. And two terawatt hours? In terms of coal, we'd need to burn 34 of these wheelbarrows every minute around the clock every day for an entire year to get two terawatt hours of electricity. And we're not burning anything. We're just motivating people to pay attention and change their behavior.
Onih par zna koliko je to, ali za nas ostale - dva teravatsata je više nego dovoljno energije za svaki dom u St.Louisu i Salt Lake Cityju za više od godinu dana. Dva teravatsata, to je skoro pola energije koju je prošle godine proizvela solarna industrija SAD-a. I dva teravatsata? U usporedbi s ugljenom, trebali bismo spaliti 34 bačve svake minute svakog dana cijele jedne godine kako bismo dobili dva teravatsata struje. A ovako ništa ne palimo. Samo motiviramo ljude da obrate pažnju i promijene svoje ponašanje.
But we're just one company, and this is just scratching the surface. Twenty percent of the electricity in homes is wasted, and when I say wasted, I don't mean that people have inefficient lightbulbs. They may. I mean we leave the lights on in empty rooms, and we leave the air conditioning on when nobody's home. That's 40 billion dollars a year wasted on electricity that does not contribute to our well-being but does contribute to climate change. That's 40 billion -- with a B -- every year in the U.S. alone. That's half our coal usage right there.
Ali mi smo samo jedna kompanija i ovo je samo grebanje po površini. Dvadeset posto struje u svakom domu je potraćeno, a kad kažem potraćeno, ne mislim na ljude koji imaju neefikasne žarulje. Mogli bi imati. Ostavljamo upaljena svjetla u praznim sobama i upaljenu klimu kad nikoga nema doma. To je 40 milijardi dolara godišnje potraćeno na struju koja nam ne utječe na život, ali utječe na klimatske promjene. To je 40 milijardi - milijardi - svake godine samo u SAD-u. Pola uporabe ugljena.
Now thankfully, some of the world's best material scientists are looking to replace coal with sustainable resources like these, and this is both fantastic and essential. But the most overlooked resource to get us to a sustainable energy future, it isn't on this slide. It's in this room. It's you, and it's me. And we can harness this resource with no new material science simply by applying behavioral science. We can do it today, we know it works, and it will save us money right away.
Srećom, neki od najboljih svjetskih znanstvenika proučavaju kako zamijeniti ugljen sa održivim resursima kao na primjer ovima, i to je fantastično i veoma bitno. Ali najzapostavljeniji resurs koji nas vodi prema održivoj energiji budućnosti nije na ovom slajdu. On je u ovoj sobi. To ste vi i to sam ja. I ovaj resurs možemo skupljati bez ikakve nove znanosti jednostavno primjenjujući bihevioralnu znanost. Možemo početi danas, znamo da je učinkovito, i uštedjet ćemo novac odmah.
So what are we waiting for? Well, in most places, utility regulation hasn't changed much since Thomas Edison. Utilities are still rewarded when their customers waste energy. They ought to be rewarded for helping their customers save it.
Što onda čekamo? Pa, u većini mjesta, regulacija komunalnih usluga nije se promijenila od vremena Thomasa Edisona. Komunalnim je uslugama još uvijek u interesu da njihovi korisnici trate energiju. Trebalo bi im biti u interesu pomoći im kako bi ju sačuvali.
But this story is much more than about household energy use. Take a look at the Prius. It's efficient not only because Toyota invested in material science but because they invested in behavioral science. The dashboard that shows drivers how much energy they're saving in real time makes former speed demons drive more like cautious grandmothers.
Ali ova priča je puno više od uštedi energije u domaćinstvu. Pogledajmo Prius. Učinkovit je, ne samo jer je Toyota ulagala u znanost o materijalima već zato jer su ulagali u bihevioralnu znanost. Kontrolna ploča koja pokazuje vozačima koliko energije uštede u stvarnom vremenu potiče bivše trkače da voze kao oprezne bake.
Which brings us back to Harriet. We met her on our first family vacation. She came over to meet my young daughter, and she was tickled to learn that my daughter's name is also Harriet. She asked me what I did for a living, and I told her, I work with utilities to help people save energy. It was then that her eyes lit up.
Što nas dovodi opet do Harriet. Upoznali smo se na našem prvom obiteljskom odmoru. Prišla nam je kako bi upoznala moju malu kćer i bila je oduševljena kad je saznala da se i ona zove Harriet. Pitala me čime se bavim i rekao sam joj da radim sa komunalijama kako bih pomogao ljudima da uštede energiju. Tad su joj se oči zacaklile.
She looked at me, and she said, "You're exactly the person I need to talk to. You see, two weeks ago, my husband and I got a letter in the mail from our utility. It told us we were using twice as much energy as our neighbors." (Laughter) "And for the last two weeks, all we can think about, talk about, and even argue about, is what we should be doing to save energy. We did everything that letter told us to do, and still I know there must be more. Now I'm here with a genuine expert. Tell me. What should I do to save energy?"
Pogledala me i rekla: "Vi ste prava osoba s kojom moram razgovarati, Vidite, prije 2 tjedna, moj muž i ja smo dobili pismo od komunalnih usluga. Pisalo je da trošimo dvostruko više energije od naših susjeda." (Smijeh) "I zadnja dva tjedna, jedino o čemu razmišljamo, razgovaramo i čak raspravljamo jest što bi mogli napraviti kako bi uštedjeli energiju. Učinili smo sve što je pisalo u pismu, ali znam da možemo još učiniti. Sad sam sa pravim stručnjakom. Recite mi. Što još mogu učiniti?"
There are many experts who can help answer Harriet's question. My goal is to make sure we are all asking it.
Postoji mnogo stručnjaka koji mogu odgovoriti Harriet. Moj cilj je osigurati da svi tražimo odgovor.
Thank you.
Hvala Vam.
(Applause)
(Pljesak)