Transition experiments under the shower : energy-saving campaigns with formal social groups

Decarbonisation of energy systems is on the agenda of many industrialized countries. A number of governments have developed national energy strategies to initiate a transition to a low carbon future. On a local level, these strategies affect the behaviour and decision making of citizens. Campaigns promoting energy demand reduction aim at changing energy relevant routines and purchase behaviour. While there are many innovative and successful ideas for energy-saving campaigns, these often only reach a small share of the population, that is already aware of the issue and engage in such sustainable behaviours and practices. Thus, one key question is how to reach out to a broader public and thus boost the impact of an energy-saving campaign. One promising strategy to reach a wider audience is to target formal social groups such as sports clubs or district associations. In Switzerland, for example, almost 40% of the population are members of such a group. These groups are often characterized by trusted and personal relationships and they often have established effective ways of communicating among members. What is more, formal social groups may not only act as multipliers of a campaign but one can also expect that the social interactions (that is, the micro dynamics of social exchange) within a formal social group might further stipulate group dynamics that contribute to the diffusion of innovative technologies and behaviours that help to reduce environmental impacts