Ruth Potopsingh, Contributor IN THE next five years total world energy demand will grow 18 per cent, moving up to 104 percent in the next 25 years. In developing countries, electricity demand is growing at an even faster rate. Meanwhile, rising prices in oil and other energy supplies and continuing market instability present an uncertain future for everyone.
It is wise that countries like Jamaica keep energy consumption at affordable levels. Encouraging positive national awareness of
the need for and benefits of
energy conservation already drives government policy.
Such policy will bring economic benefits in foreign exchange savings and in other areas in a country as dependent on its natural environment as Jamaica. When conservation helps to reduce energy use, many environmental benefits follow. Those benefits include air quality improvements and our contribution to the global problem of climate change.
Our challenge for this country is to get businesses, homeowners, employees and the general public aware of the benefits of specific energy efficiency technologies and practices. Energy efficiency means promoting behaviour, working methods and manufacturing techniques that are less energy intensive.
IMPORTANT THRESHOLD
Jamaica has already crossed an important threshold. Words such as 'energy efficiency,' and 'environmental protection' no longer strike terror in the hearts of business people. Such old fears once equated environmental responsibility with higher costs. Jamaican businesses now realise that becoming environmentally responsible is not only a good thing to do, but it is the right thing to do right for the environment and right for business. There is even profit in it!
The rising cost of domestic electricity and gasolene has triggered a greater sense in the public for the need to conserve energy. We must augment this heightened awareness with solid information on practical approaches to reducing energy consumption.
The Energy Efficiency Unit of the Petroleum Corporation of Jamaica, as stipulated through the National Energy Policy of 1996, made a commitment to develop a national energy
efficiency and conservation awareness campaign.
RATIONALE
There are two important components to PCJ's energy conservation efforts:
1. 'No-cost' efforts These include simple ways to save energy by ironing less, unplugging appliances when not in use and carpooling with neighbours and co-workers.
2. Investments in energy efficiency These include investing in solar water heaters, energy-efficient stoves and refrigerators, incandescent bulbs, low-flush toilets and low-flow faucets.
Many Jamaicans believe they know very little about energy and so behave in ways that don't always foster energy conservation. The public awareness campaign is designed to create a cultural shift. Because of that it also targets young people whose lifestyle decisions today will determine their consumption patterns in the future. That means sending messages that question and overturn given assumptions that people now have. These must be messages that shift current thinking.
The other key element in the campaign is to show individuals and institutions tangible benefits in the programmes we are promoting. Investments in energy-saving devices will result in long-term gains that will far outweigh the initial cost. People are much more willing to adapt when their interests are addressed first. Individual cost saving is obviously a good place to start. But we expect them to be especially accommodating when we can show energy conservation's positive impact on the national economy and the quality of life for all of us. When we show them how simple measures can bring immediate changes in their local communities they woud be more willing to go along with the programme. Then everyone will realise that when we use less, we pay less.
Mrs. Ruth Potopsingh is group managing director of The Petroleum Corporation of Jamaica and was part of the team that developed the National Energy Policy. Mrs. Potopsingh also has full responsibility for developing alternate energy strategies and projects particularly in renewable energy technologies.
