Thu, April 02, 2009 - 7:00:37

Could Peer Pressure Save the World?

Remember when we were all taught to resist peer pressure?  As children we were told, don’t give in to behaviors just because “everyone else is doing it”.  While this idea still holds true for keeping kids on the right track, for adults, giving into peer pressure just might be the key to saving the environment.

That’s what the Sacramento Municipal Utility District in Sacramento California is betting on with their new billing format.  Neighbors receive a report card of sorts with each month’s energy bill.  Customers who were energy efficient received smiley faces (or in some cases, double smiley faces), while those who consumed in excess got the dreaded frown. 

Sacramento has quickly discovered that adults in their area are just like kids: they want to fit in with the crowd and they’re cutting down on their energy use to do it.  Why?  Well, it’s because a smiley face on their bill gives customers the perception that what they are doing is normal, while those who receive the frown perceive themselves as abnormal.  This desire to fit in isn’t just a part of the American tradition of “Keeping Up with the Joneses”, it’s a basic human instinct and, amazingly, by adding a simple smiley face to an energy bill, the Municipal Utility District has tapped into it.

That’s the Power of Small at work: a tiny change that’s creating a huge difference in Sacramento and consequently on the Earth.  The program has been so successful, it’s now been adopted by ten major metropolitan areas across the country.  It’s just another example of how the smallest change can make a huge impact: whether it’s smiley faces on energy bills, or rows of tidy stoops on a city block, the small changes we make to fit in can make our neighborhoods and, in turn, our planet a better place to thrive.

Have they adopted the “smiley face” bill in your neighborhood?  What do you think of this “small” idea?

Posted by Linda and Robin