In a 6 month long experiment, behavioural design group Briefcase, collected the households’ electricity bills of households and calculated the average bill amount in that particular society.
They then proceed to put a stamp on the bill, stating the average amount of the bill in that society. Next to that, they put a frownie.Over a period of 6 months, the average reduction in unit consumption by above-average users was 1.33% compared to an average increase of 6.02% in unit consumption by non-stamped users. 1.33% reduction on a national scale can power 17,465 villages for one year. Over this period of 6 months, we found an average of 50% of above-average users (stamp intervention group) reducing their electricity consumption, compared to an average of only 39% of non-stamped users (no intervention group) reducing their electricity consumption. The base rate for above-average users was lower before the experiment began.