Renewable energy and default bias

Intervention · Energy Efficiency

How removing default plans and allowing options increase renewable energy subscription

Intervention Description

Renewable energy plans are more available now than ever, yet the rate of consumers adopting renewable energy plans in not increasing as quickly as it could be. Perhaps one of the most efficient ways to catalyze this process is by using a behavioral approach. Standard electricity plans are often the default plan and are therefore more commonly used by consummers. One behavioral change that has been implemented in the United States to increase the number of consumers who use renewable energy plans is by actively prompting consumers to choose between a clean energy plan and an electricity plan. By prompting consumers to choose between two plans instead of enrolling them in an electrical plan by default, this intervention aims to make renewable energy plans more available and actively chosen by consumers.


Effective interventions start with a nuanced understanding of how decisions are made. Our mission is to help large organizations be better and do better, using behavioral science.

Learn about what we do
Notes illustration

Eager to learn about how behavioral science can help your organization?