Insights from research and practice

Queena Qian, associate professor at Delft University of Technology, is investigating how the energy transition can be accelerated and scaled up by examining human decision-making. ‘In the Align4energy project, we are studying behavioural barriers and cognitive biases that influence residents and owners’ associations when making investment decisions. By better understanding these mechanisms, we can make sustainability less complex and less burdensome.’

On the practical side, too, research is being conducted into how sustainability measures can be made less complex and less burdensome. Hielke Ploeg works at Stichting !WOON, an organisation that supports residents, tenants, homeowners and owners’ associations with housing and sustainability issues. ‘We have a strong presence in neighbourhoods and speak to residents every day. Our role is mainly to listen, inform and feed back signals about barriers to local authorities and housing associations. We see where sustainability efforts get stuck, but also what works well and where.’

That is precisely why Qian sees great value in collaboration. ‘We don’t want to conduct research in isolation from practice. By working with concrete, real-life cases, we can conduct research whilst learning what does and doesn’t work in practice. Research helps to identify and prioritise patterns—which barriers really matter?—while practice shows which solutions are feasible and scalable. That interaction is crucial to ensuring that insights actually translate into policy and implementation.’

Hidden frictions
Qian explains that sustainability initiatives often stall due to so-called hidden frictions: uncertainty, mistrust, or simply too much hassle. These frictions are often not apparent in technical plans, but play a major role in decision-making. Mistrust, for example, often stems from a lack of involvement and poor communication. People wonder whether their voice counts and whether their specific situation is being taken into account.’

Personalised communication and solutions
Both research and practical experience show that standard solutions are not effective enough. Qian: ‘People differ greatly in their preferences, risk tolerance and uncertainties. That is why we develop personas of residents and tenants: analytical profiles of people with similar characteristics and concerns. These personas are not labels or stereotypes, but tools to better understand what people need in order to take the next step.’

By making these differences explicit, support can be targeted more effectively. ‘For some, financial security is the deciding factor; for others, it is comfort, planning or trust in the implementing party. If you respond to this in your communication and support, sustainability becomes more concrete and manageable.’

Ploeg immediately recognises this need for a tailored approach. ‘What people consider important varies enormously. Effective communication takes these differences into account and helps people take the first step towards making their homes more sustainable.’

Focus on inclusivity
There are also groups that need extra support. ‘People facing language barriers, from different cultural backgrounds or on low incomes do not always find their way to information about the energy transition,’ says Ploeg. ‘But as soon as you make personal contact, the interest is often there. In addition to personal contact and genuine interest, focusing on other issues that are top of mind for residents, such as quality of life, also plays an important role in reaching people. Local authorities are becoming increasingly aware of this. We at WOON! help with this, but it also requires collaboration with local organisations, key figures and communities.’

Qian adds: ‘Inclusivity is not just a matter of fairness, but also of effectiveness. If large groups of residents drop out or join later, it slows down collective decision-making and undermines long-term support. That is why it is essential to take different starting points and support needs into account from the very beginning.’