Learnings

Outcomes

A literature review, along with stakeholder and SME engagement was carried out to understand how behavioural science might be applied to improve consumer PSR engagement. 

The project has identified a breadth of relevant research and theory in the fields of vulnerability, engagement and behavioural insights; pointed to appropriate methodological approaches and ethical issues; and suggested several interventions. 

Several themes were identified from the stakeholder workshops and survey which relate to defining and diagnosing potential areas for communications interventions to increase PSR sign-ups. Recognising the ways in which the PSR is used by DNOs can help inform which sub-populations of vulnerability could be targeted to increase sign-ups. 

Examples of some of the suggested communication interventions are:

• Highlight the benefits of signing up to the consumer, including specific examples to increase tangibility;
• Introduce incentive scheme for sign-ups whereby if consumers encourage another vulnerable person in the community they receive a reward;
• Use present bias to encourage sooner sign-up;
• Emphasise when similar others have also signed up to the PSR; and
• Recognise consumer autonomy regarding disclosure of information, and not assume everyone wants help

Lessons Learnt

Through an extensive literature review, several relevant behavioural principles, theories and models were identified, which formed the basis for development of recommendations for consideration by SP Energy Networks. 

Some key lessons learned from the project are:

• Possible barrier to vulnerable consumer engagement with the PSR originating from reduced brand recognition from DNOs, and confusion over the responsibilities of the energy network compared to a supplier;
• Behavioural insights could be used to increase the efficacy of communication channels by improving upon the content and frequency of the communications currently in place using behavioural insights (e.g. by appropriately presenting risk or threat to the consumer, increasing the saliency of important information, reducing cognitive overload, etc.).