Everyone is seeking the elusive killer app that will revolutionize energy. Most expect it to be a high tech gadget, or new form of generation or a way to finally store mass quantities of electricity.
Not anthropologist Susan Mazur-Stommen. She’s looking in a completely different place: inside our heads, or more specifically inside the heads of those who live in the Deep South.
Mazur-Stommen, who is the director of behavior and human dimensions for the American Council for an Energy-Efficient Economy, is trying to understand how consumers think about energy. Her work has the opposite goal of most consumer research. Rather than finding ways to get us to buy more, she’s looking for ways to get us to buy less, or in short, be more energy efficient.