There are many reasons why people hesitate to adopt energy efficiency measures. Upfront costs, lack of information, lack of trust, to name a few.
Psychologists give us another reason for hesitation. We’re afraid that by committing, we’ll reduce our options. Box ourselves in.

A majority of business leaders feel a moral imperative to make their companies more energy efficient.
So says a recent poll by Harris Interactive, on behalf of Schneider Electric. Of the 301 Fortune 1000 executives polled, “88 percent... feel a moral responsibility to cut energy use, beyond simply the ethical imperative to follow regulatory requirements.”

Builders of the pyramids knew a thing or two about energy efficiency. They discovered that light could be bent and directed where needed. Today, window louvers can direct sunbeams to panels on an office building’s ceiling, maximizing light and minimizing electricity use.
Architects of Europe’s great cathedrals knew that mass holds heat like a battery. A concrete labyrinth located in an office building’s basement can store radiant heat to the same effect.

That's the name of a one-page brief we've developed recently for our energy clients. It's based on listening we've done in recent months among the electricity customers who will use the Smart Grid and the technologists who are developing it.
We identify four key insights:

Cutting greenhouse gas emissions – something the smart grid should do very well – can only make our planet healthier.
But what about the foot soldiers of the smart grid – the wireless meters that gather information from our homes and businesses, and relay that information back to utilities? Do those devices pose a public health risk?

Here’s President Obama, in his State of the Union address, on the space race of the late 50’s and 60’s:
“After investing in better research and education, we didn't just surpass the Soviets; we unleashed a wave of innovation that created new industries and millions of new jobs.”

Any revolution in consumer and social behavior needs a rich symbol with a name, a story, and emotional appeal.
Consider the panda logo for the World Wildlife Fund. It evokes the beauty, preciousness, and fragility of the natural world.

The Walmart Foundation has awarded $2 million in grants to help food banks complete energy efficiency improvements. Sixteen food banks nationwide will receive simple, low-cost upgrades to lighting, refrigeration, heating and air conditioning equipment.
The awards complement Walmart’s established commitment to fighting hunger. Last year, the Foundation announced a five-year, $2 billion cash and in-kind commitment to food banks.  The company donates more than 1.1 billion pounds of food that either doesn't sell, or can't be sold because it's close to expiration dates. About half consists of fruit, vegetables, dairy and meat — items that food banks say they're seeing more demand for.

We’ve posted about “The Efficiency Dilemma”, as covered recently by The New Yorker. Here’s the gloomy hypothesis:
Saving money on fuel costs through increased efficiency only results in those savings being directed to further, increased fuel consumption.

These days, business runs with self-interest as its primary motivation. It operates in a way that is largely unacceptable to Americans. In fact, in a recent report card released by Edelman, one of the largest public relations firms in the world, Americans graded business as barely passing on corporate responsibility, with 40% getting a grade of D or F and 18% grading business with an A or B.
Americans desire to do business with companies that “make a demonstrably positive difference” for customers and our country.