Energize Phoenix is a partnership between a city, a local power utility, and a university.

“We can be just as sophisticated about getting you to reduce your energy consumption as somebody selling you a Hummer can be to get you to increase your energy consumption,” says Arizona State University social psychologist Susan Ledlow, as reported by Emily Badger on The Atlantic.com.

Ledlow wants to create the social norm that energy conservation is something everyone does. This is a distinctly different message from “energy conservation is something you should do.” She wants people to hear that many, many people care about this, and that those people are doing something about it. “The more people hear that,” Ledlow says, “the more it becomes a social reality.”

We caught up with Badger on how she became interested in the subject of environmental psychology:

“It’s a relatively new field, the idea of taking marketing best-practices on how to influence people to behave sustainably, increasing their energy efficiencies, for example, as opposed to consuming cars or building McMansions…. There was an existing model that said if you give people the right information about how to make efficient choices, stick it up on a web site, eventually they’ll change. But that’s not enough, and people realize it. Cities all over the country have posted information on how you can get your lawn clippings picked up, but it just sits there! And now there’s a new imperative: with the economic downturn it’s simply not practical for people to be wasteful any more. We’re all looking for ways to save money.”

Emily Badger, Reporter

Susan Ledlow, Social Psychologist

Badger says that real-life energy efficiencies can go viral via the power of peer pressure: “it’s possible to envision a norm that catches on in one block, spreads up the street and eventually to the neighborhood level. Neighbors chat about their retrofits, their bill savings during a rough economy. Then they see a familiar face on a subway ad for happy insulation customers. The idea spreads along the rail line. The average consumption figures on the monthly electricity bill tick down, and the norm expands out regionally.”

“People are far more persuaded by what everybody actually does, even when they say that they’re not,” Ledlow says. “There’s just experiment after experiment where you can get people to change their behavior to match the behavior of the people around them. And then they will swear that that’s not why they did it. Yet we know that happens.”

We know that positive behavior change happens at Practically Green — we hear this all the time; we share user comments on our Facebook page and via Twitter @practicallygrn. And Groups is part of it: registered users automatically join 4 Groups, including their state and zip code Groups.

My Groups (L to R): Facebook, Practically Green Staff, SXSWEco, Zip, State, Country, All of Practically Green

People love to compare their scores with their friends, neighbors, and colleagues. Have a look at the Practically Green Staff Group here.

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No wonder we felt a buzz in Boston when this state scorecard was released by the ACEEE last week; for the first time, Massachusetts ranks number 1.

From the American Council for an Energy-Efficient Economy 2011 Scorecard

Michael Sciortino, Policy Analyst, ACEEE

“In a sour year for the economy, energy efficiency remains a growth sector that attracts investment and creates jobs,” lead author Michael Sciortino says. “It’s just plain smart to invest in energy efficiency, and that’s what the leading states are doing. There are so many things that can be done… energy efficiencies are abundant anywhere in the country. And yes, some states take this scorecard as a call to action.”

Note to States: why not sign up at Practically Green?! That way you can compare your energy-efficient progress with your peers and boost your rank next year!