Energy Conservation as Sport

Photograph by Joachim Ladefoged.

Elizabeth Kolbert of the NYT provides a great portrait of a Danish community's shift from apathy to energy conservation. It all began with a contest and evolved in to a form of sport. But most importantly, it happened among people who didn't -and don't- necessarily see themselves as 'green.'

“The residents of Samsø that I spoke to were clearly proud of their accomplishment. All the same, they insisted on their ordinariness. They were, they noted, not wealthy, nor were they especially well educated or idealistic. They weren’t even terribly adventuresome.”

How it spread:

“One reason to live here can be social relations,” he said. “This renewable-energy project could be a new kind of social relation, and we used that.” Whenever there was a meeting to discuss a local issue—any local issue—Hermansen attended and made his pitch. He asked Samsingers to think about what it would be like to work together on something they could all be proud of. Occasionally, he brought free beer along to the discussions. Meanwhile, he began trying to enlist the support of the island’s opinion leaders. “This is where the hard work starts, convincing the first movers to be active,” he said. Eventually, much as Hermansen had hoped, the social dynamic that had stalled the project began to work in its favor. As more people got involved, that prompted others to do so. After a while, enough Samsingers were participating that participation became the norm.”

“If I’m reduced to being a customer, then if I like something I buy it, and if I don’t like it I don’t buy it,” Hermansen said. “But I don’t care about the production. We care about the production, because we own the wind turbines. Every time they turn around, it means money in the bank. And, being part of it, we also feel responsible.”