Why It’s Important

The media is abuzz with an ever-escalating concern over global warming, governments are increasingly debating and enacting new legislation, and companies are rushing to market with a cornucopia of ‘eco-conscious’ products. In boardrooms and on white boards around the world, the future is looking increasingly greener.

But what does that mean for us?

A particularly interesting place to ask this question is the energy efficiency sector, where major technological advancements are due to hit the market in the next few years that promise to fundamentally change everything from the way we power our homes to the types of vehicles we drive.

Where will you and I fit in? How will we respond?

Despite the incredible resources invested in developing these products and equally intense political debates about how to incentivize them, comparatively little work has been done to really understand in depth the marketplace they are about to enter. Surveys and segmentations tend to abstract people into easily-measured data points and simple pie-charts. While these are certainly useful to an extent, the actual factors behind individual lifestyle decisions are far more complicated.

This project is an effort to begin unpacking the complex idiosyncrasies of context that surround energy efficiency decisions for all of us. By looking more closely at elements of our daily life and the media which inform it–factors which we largely take for granted on a day-to-day basis–the project hopes to build a better understanding of the many interrelated factors which influence our thinking and actions.

If assembled properly, this kind of information is ultimately important for everyone–it can help companies design better products which are more suited to our needs, it can help governments design policies which are realistic and viable, and it can ultimately give us a reference point for better understanding and defining where we stand in the midst of it all.


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