Marketing and Promoting Electrification Using Behavioral Science

June 5, 2024 | 1:00pm - 2:00pm EDT

A new nationwide survey of nearly 2,000 homeowners and renters found that among those interested in transitioning their homes from fossil fuels to efficient electric systems, the most common reasons were the environment, health and safety, and energy efficiency. Perceptions of the expensiveness of switching to electricity and specific preferences about cooking with gas dominate the barriers to electrification. And customers with specific beliefs and experiences are most likely to switch. Putting these findings into practice is the real challenge. How do we encourage electrification more broadly using behavioral science?

Join us for a webinar as we delve into the details of this new report and discuss the findings with experts in the field. Attendees will learn about programs that have successfully moved households to electrify from Washington, DC, and the rest of the country. 

Download the report discussed


Reuven Sussman, Director of the Behavior, Health and Human Dimensions Program, ACEEE

Dr. Sussman conducts energy efficiency research on behavior change and health. Dr. Sussman earned a doctor of science in social and environmental psychology from the University of Victoria (Canada), where he currently is an adjunct professor and member of the Faculty of Graduate Studies. He won the 2019 Early Career Award from the Environmental, Population and Conservation Psychology Division of the American Psychological Association and currently sits on the editorial board of the Journal of Environmental Psychology and Journal of Social Psychology.  

Friday Apaliski, Director of Communications, Building Decarbonization Coalition

Friday is the Director of Communications at the Building Decarbonization Coalition. Previously she ran her own consulting business Sustainability Concierge, and prior to that was the marketing lead at the San Francisco Department of the Environment. Before focusing on the environment, she spent eight years in the advertising industry. She graduated from the University of Oregon - Go Ducks!

Fransisco Matiella, Program Manager, District Appliance Efficiency Standards Program, DC Department of Energy and Environment

Francisco oversees DC's Appliance Efficiency Standards Program and leads the DC Department of Energy and Environment's electrification working group, where he coordinates electrification programs and researches electrification strategies for the District of Columbia. Previously he ran his own company, 3 Stars Energy, which consulted with homeowners and developers on electrification and rooftop solar. He has a long history in the hospitality industry, which gives him insights into kitchen electrification. He graduated from Johns Hopkins University with and MS in Energy Policy and Environment.

Moderator: Anna Johnson, Senior Researcher, Industry Program, ACEEE

Anna conducts decarbonization research at ACEEE, primarily within the industrial sector. Her work has focused on enabling the use of variable renewable power by industry, electrification and demand flexibility, and projects specific to decarbonization of steel, aluminum, and chemical manufacturing. Anna earned a PhD in geography and environmental systems from University of Maryland, Baltimore County, and a bachelor of arts in liberal arts from St. John’s College.

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