BC Hydro's Power Smart Program

In 2011, BC Hydro’s Power Smart Residential Behavioral Program was designated as a Landmark (best practices) Case Study by Tools of Change. As a great example of corporate cause promotion, BC Hydro’s program was unique in that it used a opt-in, membership style approach to engaging and changing consumer behaviors (Team Power Smart). By using this kind of approach, the program aimed to connect the notion of energy conservation to things audiences cared about (i.e. being eco-conscious) and routine activities audiences could relate to (i.e. buying new appliances, changing windows, re-insulating households, etc.). As a result, BC Hydro’s attempt to increase engagement focused on three areas – resonance, enjoyment, and affiliation.

About the BC Hydro Power Smart Program

The program aimed to shape consumer behavior by promoting the tangible benefits of membership (i.e.  a lower power bill, special perks), intangible benefits (i.e. being part of a “unified” group), and hidden motives (i.e. the feeling of making a difference). The program’s tactics included storytelling, co-creation, member feedback, exclusive offers, events, endorsements and energy saving tip and challenges.  Regular communication with members was also conducted through mail and email, including a monthly e-newsletter and bi-annual magazine.  

How did BC Hydro benefit from the Program?

As BC Hydro is a Crown corporation and the province’s main energy supplier, it has an inherent obligation to the public despite any losses it may incur as a result of the Power Smart program. For example, the Power Smart program may end up cutting the power bills of customers, which would decrease BC Hydro’s residential revenues. However, BC Hydro, as a crown corporation, must not only consider its own best interests but also what the best interests of its customers are. Trying to promote “power saving” therefore, is in BC Hydro’s best interests as it shows customers that BC Hydro is trying to help lower the cost of power bills, both on an individual/residential level but also on a larger, more provincial level.

While BC Hydro did not set measurable objectives for each of its 25 “targeted” behaviors (i.e. turning off the lights at night), it did set cumulative behavioral targets. According to its baseline from 2009, Team Power Smart has reduced power consumption by 46 GWh to the end of 2015. “Power Smart” has now become BC Hydro’s “slogan”, perhaps due to the overall success of and practicality of the program (in 2011, the “slogan” said “for generations”; now it says “power smart”). 

- Olivia Blundell