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Sociodemographics & Sustainability Value Propositions in DSM Programs

DNVGLEnergy
DNVGLEnergy

The document discusses using sociodemographic data to improve the equity and effectiveness of demand-side management (DSM) energy efficiency programs. It notes that as DSM programs mature, their focus is shifting from just meeting goals to broader customer engagement and economic development. Analyzing factors like culture, language, location, and income can provide insights into how to better engage hard-to-reach groups. The data shows increasing diversity in some regions, and analyzing program participation and savings against income levels in one area revealed opportunities to improve outreach to small businesses and low-income communities. The Clean Power Plan and Clean Energy Investment Program also provide ways to direct more DSM resources to vulnerable groups.

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DNV GL 息 2014 SAFER, SMARTER, GREENERDNV GL 息 2014 SAFER, SMARTER, GREENERDNV GL 息 2014 Ungraded Monday, October 19, 2015 Alexander Novie ENERGY Sociodemographics & Sustainability Value Propositions in DSM Programs 1 BECC 2015 Conference
DNV GL 息 2014 Outline Equity in mature EE/DSM programs Articulating sustainability value propositions to diverse audiences Sociodemographic approach Increasing diversity and identifying opportunities New policy levers in CPP/CEIP Using EE/DSM as a resource for vulnerable communities 2
DNV GL 息 2014 Theoretical frameworks & background Social and behavioral aspects of energy use ≒Where and who are the people in energy policies? vs. PTEM Use and behavior patterns based on socioeconomic, lifestyle, race/ethnicity and gender Analyzing demographics in EE/DSM Participation equity Applying residential segmentation to commercial energy users Looking at unique needs of vulnerable groups Local market nuances used to define hard-to-reach populations Value propositions & EE as economic development tool 3
DNV GL 息 2014 DSM program participation: equity & engagement DSM programs are maturing Most of the low-hanging fruit has been eaten Utilities are shifting their focus Meeting goal broader strategies of customer engagement and satisfaction Using EE/DSM as economic development tool A nuanced view of equity is key Sociodemographic overlays can provide additional insight to the traditional focus on customer load, size and market verticals 4
DNV GL 息 2014 Sociodemographics: what factors? Culture, ethnicity and race Different notions of trust with energy providers and installation contractors Language matters Non-English speaking households are much less likely to be aware of potential energy- saving appliances (Murray & Mills 2011) Urbanity matters Rural facilities often have different consumption profiles; reach of contractor network and campaigns 5
DNV GL 息 2014 Changing sociodemographics: increasing diversity 6 Source: Pew Research Center (2015)
DNV GL 息 2014 Total population & Hispanic/Latino 7 25% 35% 13% 10% 10% 46% 82% 25% 28% 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% AZ NV NM CA All US Percent Population Increase from 2000 - 2010: Total & Hispanic or Latino Total Population Hispanic/Latino Population
DNV GL 息 2014 Foreign-born persons since 1980 8 0 5 10 15 20 25 30 NM AZ NV CA US NM AZ NV CA US NM AZ NV CA US NM AZ NV CA US 1980 1990 2000 2010 %ofPopulationthatisForeign-Born Growth in Foreign-Born Populations in NM, AZ, NV, & CA: 1980-2010
DNV GL 息 2014 Public opinion: views on the climate problem 9 Source: Pew Research Center (2015) 70 56 44 50 19 26 22 23 11 17 31 25 Hispanic/Latino African American White U.S. Adults Because of human activity Because of natural patterns There is no solid evidence
DNV GL 息 2014 Public opinion: support for climate initiatives 10 Source: PPIC (2015) 76% 75% 71% 65% African American Latinos Asians Whites Support for GHG reduction in California (SB-32)
DNV GL 息 2014 Other hard-to-reach in SW Low- income Minority- owned firms Older adults 11
DNV GL 息 2014 Tucson area: kWh savings & per-capita income 12
DNV GL 息 2014 Identifying opportunity: small businesses in Southern Arizona 13 Small Businesses & Program Potential in Santa Cruz County, Arizona Zip Code Total C&I Businesses Businesses with 1 to 4 Employees Businesses with 5 to 9 Employees Ratio of Businesses <10 Employees Projects Completed ITD Potential Market Remaining 85621 725 381 166 75% 73 86% 85646 74 51 12 85% 5 92% 85648 197 104 34 70% 16 88% Santa Cruz Summary 996 536 212 77% 134 87%
DNV GL 息 2014 Takeaways for DSM programs Understanding the communities within the marketplaces Defining hard-to-reach groups to focus on equity & engagement Analyzing data- driven marketing and outreach Digging deeper into data analytics and looking at the who and why behind the models 14 Question and refine how sustainability value propositions are communicated
DNV GL 息 2014 Broader implications: CPP & CEIP Clean Power Plan (CPP) framed in environmental justice language Resources for vulnerable and overburdened communities Clean Energy Investment Program (CEIP) 2-1 ERCs for EE projects in low-income and communities of color 15 2-1 in 2020
DNV GL 息 2014 Areas of future research How do we define low-income and communities of color for program design? Rethinking program eligibility? Low-income individuals are already overburdened by paperwork! 16
DNV GL 息 201417 Remember the people behind the data
DNV GL 息 2014 SAFER, SMARTER, GREENER www.dnvgl.com SAFER, SMARTER, GREENER www.dnvgl.com Thank you! alexander.novie@dnvgl.com 18

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Sociodemographics & Sustainability Value Propositions in DSM Programs

  • 1. DNV GL 息 2014 SAFER, SMARTER, GREENERDNV GL 息 2014 SAFER, SMARTER, GREENERDNV GL 息 2014 Ungraded Monday, October 19, 2015 Alexander Novie ENERGY Sociodemographics & Sustainability Value Propositions in DSM Programs 1 BECC 2015 Conference
  • 2. DNV GL 息 2014 Outline Equity in mature EE/DSM programs Articulating sustainability value propositions to diverse audiences Sociodemographic approach Increasing diversity and identifying opportunities New policy levers in CPP/CEIP Using EE/DSM as a resource for vulnerable communities 2
  • 3. DNV GL 息 2014 Theoretical frameworks & background Social and behavioral aspects of energy use ≒Where and who are the people in energy policies? vs. PTEM Use and behavior patterns based on socioeconomic, lifestyle, race/ethnicity and gender Analyzing demographics in EE/DSM Participation equity Applying residential segmentation to commercial energy users Looking at unique needs of vulnerable groups Local market nuances used to define hard-to-reach populations Value propositions & EE as economic development tool 3
  • 4. DNV GL 息 2014 DSM program participation: equity & engagement DSM programs are maturing Most of the low-hanging fruit has been eaten Utilities are shifting their focus Meeting goal broader strategies of customer engagement and satisfaction Using EE/DSM as economic development tool A nuanced view of equity is key Sociodemographic overlays can provide additional insight to the traditional focus on customer load, size and market verticals 4
  • 5. DNV GL 息 2014 Sociodemographics: what factors? Culture, ethnicity and race Different notions of trust with energy providers and installation contractors Language matters Non-English speaking households are much less likely to be aware of potential energy- saving appliances (Murray & Mills 2011) Urbanity matters Rural facilities often have different consumption profiles; reach of contractor network and campaigns 5
  • 6. DNV GL 息 2014 Changing sociodemographics: increasing diversity 6 Source: Pew Research Center (2015)
  • 7. DNV GL 息 2014 Total population & Hispanic/Latino 7 25% 35% 13% 10% 10% 46% 82% 25% 28% 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% AZ NV NM CA All US Percent Population Increase from 2000 - 2010: Total & Hispanic or Latino Total Population Hispanic/Latino Population
  • 8. DNV GL 息 2014 Foreign-born persons since 1980 8 0 5 10 15 20 25 30 NM AZ NV CA US NM AZ NV CA US NM AZ NV CA US NM AZ NV CA US 1980 1990 2000 2010 %ofPopulationthatisForeign-Born Growth in Foreign-Born Populations in NM, AZ, NV, & CA: 1980-2010
  • 9. DNV GL 息 2014 Public opinion: views on the climate problem 9 Source: Pew Research Center (2015) 70 56 44 50 19 26 22 23 11 17 31 25 Hispanic/Latino African American White U.S. Adults Because of human activity Because of natural patterns There is no solid evidence
  • 10. DNV GL 息 2014 Public opinion: support for climate initiatives 10 Source: PPIC (2015) 76% 75% 71% 65% African American Latinos Asians Whites Support for GHG reduction in California (SB-32)
  • 11. DNV GL 息 2014 Other hard-to-reach in SW Low- income Minority- owned firms Older adults 11
  • 12. DNV GL 息 2014 Tucson area: kWh savings & per-capita income 12
  • 13. DNV GL 息 2014 Identifying opportunity: small businesses in Southern Arizona 13 Small Businesses & Program Potential in Santa Cruz County, Arizona Zip Code Total C&I Businesses Businesses with 1 to 4 Employees Businesses with 5 to 9 Employees Ratio of Businesses <10 Employees Projects Completed ITD Potential Market Remaining 85621 725 381 166 75% 73 86% 85646 74 51 12 85% 5 92% 85648 197 104 34 70% 16 88% Santa Cruz Summary 996 536 212 77% 134 87%
  • 14. DNV GL 息 2014 Takeaways for DSM programs Understanding the communities within the marketplaces Defining hard-to-reach groups to focus on equity & engagement Analyzing data- driven marketing and outreach Digging deeper into data analytics and looking at the who and why behind the models 14 Question and refine how sustainability value propositions are communicated
  • 15. DNV GL 息 2014 Broader implications: CPP & CEIP Clean Power Plan (CPP) framed in environmental justice language Resources for vulnerable and overburdened communities Clean Energy Investment Program (CEIP) 2-1 ERCs for EE projects in low-income and communities of color 15 2-1 in 2020
  • 16. DNV GL 息 2014 Areas of future research How do we define low-income and communities of color for program design? Rethinking program eligibility? Low-income individuals are already overburdened by paperwork! 16
  • 17. DNV GL 息 201417 Remember the people behind the data
  • 18. DNV GL 息 2014 SAFER, SMARTER, GREENER www.dnvgl.com SAFER, SMARTER, GREENER www.dnvgl.com Thank you! alexander.novie@dnvgl.com 18