Conference Agenda

Plenary I – What's New in Behavioral Science? – Shifting Worldviews in Human Economic Behavior, Dr. Daniel Read, Visiting Professor of Behavioral Economics, Yale University

This presentation will describes the effect of the entire body of recent research in behavioral sciences and how it changes our fundamental understanding of the motivations and decision-making processes of humans. It will discuss how our view is changing from a fundamental assumption of "Rationality" (Homo Economicus) to something new.

Concurrent Sessions

Marketing Green Products and Services
This session will present case studies of using new learning in the behavioral sciences to accelerate the adoption of green products and services. Topics may address: historical lessons from marketing green products and services, the role of customer trust and the market valuation of certification, distinguishing "greenness" from other product and service attributes, and a summary of lessons-learned and knowledge gaps.

Panel Discussion: The Market Value and Price of the Green Premium
Moderator: Art Barnard, President, GKA Research

Panelists:
Charles Koontz, Renewable Income Stream Leader, Integrys Energy Services
Paul Dominie, Green Advisor, Coyle Carpets
Jeff Neubauer, President & CEO of Krantz, Inc.

Closing the Energy Efficiency Gap
This session will highlight new approaches to designing and developing energy efficiency programs that view the consumer using the new perspectives on human behavior. Topics may include the origin and history of the gap and the rationality assumption, free riders and drivers, marketing strategies and messages to leverage penetration and impact, and a summary of lessons learned and knowledge gaps.

Redefining the Energy Efficiency Decision: Moving Beyond Life-Cycle Economics
Moderator: Karen Martinez, Research Associate, ACEEE

Brian Ward, Managing Consutant, PA Consulting Group, "An Evaluator's Perspective"
Kathy Kuntz, Director, Energy Programs, Wisconsin Energy Conservation Corporation
Stephanie Folk, Communications and Marketing Manager, CNT Energy

Achieving Sustainable Communities
Corporate and community strategies to achieve sustainability rely upon the decision-making of individuals in a variety of stakeholder roles - as consumers, as members of the community, as citizens, etc. This session will discuss examples of how new insights developed from recent research in the behavioral sciences held the key to successful strategies to achieve sustainability.

Behavioral Marketing to Increase the Impact of Environmental Programs Moderator TBD

Joe Starinchak, Outreach Coordinator, National Fish & Wildlife Service, "Advancing Blended Value and Unleashing America's Entrepreneurs — Defining Government's Roles in the Emerging Sustainability Paradigm"
Dennis Guy, City of Hamilton, Ontario, "Tales from the Watercooler: Starting Conversations to Increase Recycling"
Joyce Coffee, Director of Project Development at Chicago Department of Environment, City of Chicago, "Active Community Engagement"

Realizing Renewable Energy Goals
This session will present case studies of applying new learning in the behavioral sciences to accelerate the adoption of renewable energy—solar, wind and biomass sources. Topics may address: identifying innovators and early adopters as marketing segments, identifying and valuing key non-economic product and service attributes, and behavior-related insights into successful renewable energy marketing strategies.

Behavioral Marketing Keys to Accelerating the Market Adoption of Renewable Energy Products
Moderator: Jim Fay, Vice President, Strategic Consulting, GKA Research

Dr. Christopher DeMarco, Professor of Electrical Engineering, University of Wisconsin, "Fitting Renewables into the Smart Grid Market"
Jim Fay, Vice President, Strategic Consulting, GKA Research, "Moving Retail Wind Markets to the Mainstream"
Christine Geltz, President, Geltz Communications, "Social Influence Factors in Accelerating the Market Penetration of Renewable Energy"

Concurrent Sessions (continued)

Making Green Products and Services Work
Moderator: Kristin Branch, Director, A.C. Nielsen Center for Marketing Research, University of Wisconsin

Keith Miller, Manager of Environmental Initiatives and Sustainability, 3M "3M's Approach in Marketing Environmental Solutions"
Paul Lilienthal, President, Pictura Graphics Managing a Green Supply Chain
Thomas L. Eggert, Co-Director of the Business, Environment and Social Responsibility Program, University of Wisconsin "Green Marketing and Consumer Behavior"

Informing Energy Consumers' Decisions
Moderator: Sam Braithwait, Director Wisconsin Public Utility Institute

Jennifer Robinson, Senior Project Engineer at the Electric Power Research Institute, "Residential Electricity Use Feedback: A Research Synthesis and Economic Framework"
Karen Kukec, Senior Program Manager, Innovation Services; Building Efficiency, Johnson Controls, Inc. "Increasing Energy Awareness"
Sean Harrington, Director Client Solutions, Positive Energy, Inc.

Building Sustainability into Organizations
Moderator: TBD

Laura Timm, Director of Corporate Communications and John Mourand, Corporate Environmental & Resources Manager, Briggs & Stratton Corporation, "Sustainability in Organizations"
Charles Koontz, Renewable Income Stream Leader, Integrys Energy Services, "Building Sustainability in an Energy Services Company"
Mark McDermid, Director, Cooperative Environmental Assistance Bureau, Wisconsin DNR, "Fostering Innovation, Competition and Environmental Improvement in the Green Tier Program"

Moving Green Buildings Beyond the Traditional Cost Framework
Moderator: Svein Morner, Sustainable Engineering Group, LLC

John Nelson, Adjunct Professor, Civil Engineering, University of Wisconsin "The Collision of Behavioral Norms and Green Buildings - New Thinking and Tools for Owners, Designers, Constructors, and Occupants"
Craig Zurawski, Executive Director, Alliance for Sustainable Built Environments, "Sustainable Buildings Strategies"
Robin Pharo, Program Director, Green Built Home Program, Wisconsin Environmental Initiative, "Residential Green Buildings" (Invited)

Closing panel: Perspectives on Where We Go from Here
Panel Moderator: WISC-Madison Editorial Director Neil Heinen

This closing panel will present brief perspectives on the common elements in successfully applying innovative approaches in behavioral marketing for the green economy. Looking forward, the panel will discuss the future role and impact of these methods and the need to remove barriers to their application.

Judy Ziewacz, Director, Wisconsin Office of Energy Independence
John Imes, Executive Director, Wisconsin Environmental Initiative
Dr. Daniel Read, Professor of Behavioral Economics, Yale University
Jeff Neubauer, President & CEO of Kranz, Inc.