It is time to be more specific on the narrative for energy efficiency. We have lived with two ways of motivating people to be energy efficient for more than 35 years.
Both of them made sense once, but their best-before-date has passed. They repel more than they attract and, worse, they lead to negative thoughts.
The first narrative was created in a time of dire necessity. Born out of the first oil crisis, it was about conservation and sacrifice. OECD countries faced oil shortages and there was a collective understanding that we had to give up a bit of our comfort for some time. It was a time of warfare.
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