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 proverilo svoj imejl? Hajde, podignite ruke. Koliko vas ga proverava ovog trenutka?
(Laughter)
(Smeh)
And how about finances? Anybody check that today? Credit card, investment account? How about this week?
A novac? Je li to neko danas proveravao? Kreditna kartica, račun za ulaganja? A ove nedelje?
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.
A šta je sa potrošnjom energije u vašem domaćinstvu? Da li je danas neko to proveravao? Ove nedelje? Prošle nedelje? Par zaluđenika za energiju u ovoj prostoriji. Drago mi je da vas vidim. Ali mi ostali - ovo je prostorija puna ljudi kojima je stalo do budućnosti ove planete, a čak ni mi ne vodimo računa o upotrebi energije koja upravlja klimatskim promenama. Žena pored mene na ovoj fotografiji je Harijet. Upoznali smo je na prvom porodičnom odmoru. Harijet vodi računa o svojoj upotrebi energije, a sasvim sigurno nije zaluđenik za energiju. Ovo je priča o tome kako je Harijet počela da vodi računa.
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 ugalj, najrasprostranjeniji izvor struje na svetu i postoji dovoljno energije u ovoliko uglja da bi ova sijalica svetlela više od godinu dana. Nažalost, odavde dovde veći deo energije se izgubi zbog gubitka u prenosu ili toplote. Zapravo samo 10 odsto završi kao svetlost. Dakle, ova količina uglja će trajati nešto više od mesec dana. Kada biste hteli da ova sijalica svetli godinu dana, trebalo bi vam ovoliko uglja. Loša vest je da za svaku jedinicu energije koju iskoristimo izgubimo devet. Što znači da ima i dobrih vesti, jer za svaku jedinicu energije koju sačuvamo, sačuvamo i ostalih devet. Pitanje je kako navesti ljude u ovoj prostoriji i drugim delovima sveta da počnu da vode računa o energiji koju koristimo i počnu je manje 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 se nalazi u bihejviorističkom eksperimentu sprovedenom jednog toplog leta, pre 10 godina, i na samo 150 kilometara odavde, u San Markosu u Kaliforniji. Postdiplomci su okačili oznake na sva vrata u komšiluku i zamolili ljude da isključe klima uređaje, a uključe ventilatore. Jedna četvrtina domova dobila je poruku koja je glasila: "Da li ste znali da možete uštedeti 54 dolara mesečno ovog leta? Isključite vaš klima uređaj, uključite ventilatore." Druga grupa je primila ekološku poruku. Dok je treća grupa dobila poruku o tome kako da budu dobri građani, da sprečavaju nestanke struje. Većina bi pretpostavila da bi se poruka o štednji novca pokazala najbolje. Zapravo, nijedna od ovih poruka nije upalila. Nisu imale nikakav uticaj na potrošnju energije. Kao da se postdiplomci uopšte 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 postojala je četvrta poruka, koja je jednostavno glasila: "Kada upitani, 77 posto vaših komšija izjavilo je da su isključili klima uređaje i uključili ventilatore. Pridružite im se. Isključite svoje klima uređaje i uključite svoje ventilatore." I zamislite, to su i uradili. Kod osoba koje su primile ovu poruku primećeno je izrazito smanjenje potrošnje energije jer im je rečeno šta rade njihove komšije.
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.
Šta nam to govori? Ako nam nešto ne odgovara, čak iako verujemo u to, moralno ubeđivanje, novčani podsticaji, ne čine mnogo da nas pokrenu, ali društveni pritisak, to je moćna stvar. A dobro iskorišćen, može biti snažna sila za dobro. Zapravo, već jeste.
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.
Inspirisani ovim saznanjem, moj prijatelj Den Jejts i ja smo pokrenuli kompaniju nazvanu Opower. Napravili smo softver i uortačili se sa komunalnim kompanijama koje su želele da pomognu svojim potrošačima u štednji energije. Dostavljamo domaćinstvima personalizovane izveštaje o energiji koji ljudima pokazuju njihovu potrošnju u poređenju sa komšijama u kućama slične veličine. Kao sa onim delotvornim porukama, uz našu pomoć ljudi se porede s komšijama, a onda svima dajemo preporučene ciljeve da bismo im pomogli da štede. Počeli smo sa papirom, prešli smo na aplikaciju za mobilne telefone, internet, sada čak i termostat sa upravljanjem, i u poslednjih pet godina sprovodimo najveći bihejvioristički eksperiment na svetu.
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 to funkcioniše. Vlasnici kuća i podstanari su uštedeli više od 250 miliona dolara na računima za struju, a ovo je samo početak. Samo ove godine, kroz saradnju sa više od 80 preduzeća u šest zemalja, stvorićemo još dva teravat-časa 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.
Zaluđenici za energiju u ovoj prostoriji znaju šta su dva teravat-časa, ali za ostale, dva teravat-časa je više nego dovoljno energije da se obezbedi struja za svaku kuću u Sent Luisu i Solt Lejk Sitiju zajedno na više od godinu dana. Dva teravat-časa su otprilike polovina prošlogodišnje proizvodnje američke solarne industrije. A dva teravat-časa? Kada je reč o uglju, morali bismo da sagorimo 34 ovakvih kolica svakog minuta u toku svakog dana tokom cele godine da bismo dobili dva teravat-časa struje. A mi ništa ne sagorevamo. Samo motivišemo ljude da vode računa i promene 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 tek početak priče. Dvadeset posto struje u kućama se rasipa, a pod rasipa, ne mislim na to da ljudi imaju neefikasne sijalice. Možda ih imaju. Mislim na to da nam svetlo gori u praznim sobama, da nam klima uređaji rade kada nema nikoga kod kuće. To je gubitak od 40 milijardi dolara godišnje na struju koja ne doprinosi našem blagostanju, ali doprinosi klimatskim promenama. 40 milijardi - ne miliona - svake godine, samo u SAD. To je polovina naših potreba uglja.
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.
Na sreću, neki od najboljih svetskih naučnika za materijale pokušavaju da zamene ugalj održivim izvorima poput ovih, što je i odlično i veoma značajno. Ali resurs koji najviše zanemarujemo u obezbeđivanju održive energetske budućnosti nije na ovom slajdu. U ovoj je prostoriji. To smo vi i ja. A ovaj resurs možemo iskoristiti bez nove nauke o materijalima, prostom primenom bihejviorističke nauke. Možemo to danas uraditi, znamo da funkcioniše i da ćemo odmah uštedeti novac.
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.
Dakle, šta čekamo? U većini naselja upravljanje komunalnim preduzećima nije se bitno promenilo od Tomasa Edisona. Preduzeća se nagrađuju kada njihovi potrošači rasipaju energiju. Trebalo bi ih nagrađivati za pomaganje potrošačima da je uštede.
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.
Međutim, ovo je mnogo složenije od upotrebe energije u domaćinstvu. Pogledajte Prius. Efikasan je ne samo zato što je Tojota ulagala novac u nove materijale, već i zato što je ulagala u bihejviorističku nauku. Komandna tabla koja pokazuje vozaču koliko energije štedi u realnom vremenu čini da nekadašnji trkači voze poput opreznih baka.
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.
To nas vraća nazad na Harijet. Upoznali smo je na prvom porodičnom odmoru. Prišla je da upozna moju malu ćerku, i obradovala se što se i moja ćerka zove Harijet. Pitala me je čime se bavim, a ja sam joj rekao da se bavim komunalnim uslugama kako bih pomogao ljudima da štede energiju. Tada su joj oči zasijale.
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 je i rekla: "Baš sa nekim poput vas treba da razgovaram. Pre dve nedelje, suprug i ja smo dobili pismo od elektrodistribucije. Rekli su nam da koristimo duplo više energije od naših komšija." (Smeh) "I poslednje dve nedelje, sve o čemu razmišljamo, razgovaramo i svađamo se jeste kako da uštedimo energiju. Uradili smo sve što nam je u pismu rečeno, ali sigurna sam da ima još nešto. Evo me sada sa pravim stručnjakom. Recite mi. Kako da uštedim energiju?"
There are many experts who can help answer Harriet's question. My goal is to make sure we are all asking it.
Mnogo stručnjaka može odgovoriti na Harijetino pitanje. Meni je cilj da se postaram da ga svi postavimo.
Thank you.
Hvala vam.
(Applause)
(Aplauz)