A Framework for Societal Change

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Concurrent with the formation of the Electricity Conservation & Efficiency (EC&E) Advisory Committee in 2006, BC Hydro developed seven strategic areas of focus to guide the development of programs that would foster a conservation culture in B.C. BC Hydro requested advice from the EC&E Advisory Committee on these areas of strategic focus and, more specifically, what changes might be made to help BC Hydro in achieving its long-term efficiency and conservation goals.

The EC&E Advisory Committee thought that while the seven strategic areas of focus were worthy of pursuit, they were still inadequate in relation to BC Hydro's long-term goal. In order to address this issue, the Strategic Framework Working Group was formed, and subsequently developed a new Strategic Framework they felt represented a better way to solve the electricity conservation and efficiency challenge.

The Strategic Framework depicts three contexts – individual, market and societal – which influence peoples' decisions and behaviour. This framework also presents six factors – options, information, culture, economics, implementation and feedback – that need to be considered in any change strategy. This would help BC Hydro to develop a more comprehensive range of tactics to save electricity.

The EC&E Advisory Committee formally recommended that BC Hydro adopt the Strategic Framework and, in March 2008, BC Hydro agreed. In response to this recommendation, former BC Hydro President and CEO Bob Elton wrote: "We believe that the strategic framework that you have created is better aligned with meeting BC Hydro's vision than our original seven areas of strategic focus. The strategic framework has already improved the execution of our vision by contributing to the creation of a new context for identifying, discussing, and assessing diverse issues and ideas in relation to energy conservation and efficiency ... we believe that this framework, when fully executed, will be a key factor in realizing our vision for conservation and efficiency."

Current and past work

The Strategic Framework Working Group meets every few months via conference call to work on four different projects from the EC&E Advisory Committee's Work Plan:

• Changing market parameters to increase energy efficiency;
• Moving to Net-Zero Communities;
• Improving demand-side management (DSM) planning; and
• Encouraging change at the societal level.

A background report on societal change commissioned by the Working Group was completed in March 2009, which explored successful attempts at societal change. This report has helped to inform the Working Group on how change at the societal level might be pursued, resulting in recommendations which were brought forward to the EC&E Advisory Committee. These recommendations were then submitted to BC Hydro for consideration in September 2009.

In November 2009, the Strategic Framework Working Group also put forward recommendations specifically relating to the EC&E Advisory Committee's involvement in demand-side management (DSM) planning that feed into the Long-Term Acquisition Plan (LTAP). From January to March 2010, the Working Group participated in BC Hydro's DSM Strategy and Planning Workshops. Another workshop is planned for mid-June.

The Working Group is currently examining how market-level parameters influence energy consumption and conservation, building on the study conducted by Willis Energy and Rocky Mountain Institute in September 2009 which determined specific strategies and tactics on how to build a market for energy efficiency.

"Tapping into the massive potential for energy efficiency is challenging because there's no single solution. With this Working Group, we're able to take a step back and ensure the EC&E Advisory Committee and BC Hydro are keeping our collective eyes on the bigger picture and all of the important solutions that it's comprised of," said Matt Horne, Director of the B.C. Energy Solutions Program, Pembina Institute.