There's no question that information can be the foundation to start having a conversation about changing behaviour. It's a basis of knowing what's happening in your home, how much natural gas you're using, and how much electricity you're using. You might be using propane for some reason as well. Certainly, in many parts of the country you'd be using biomass; you'd be using wood. You can now see that if you did this, it would make a change, both in terms of your carbon footprint and in terms of your wallet or purse. Unless you have the information as to how all this comes together, you can't have the conversation about what's in it for you.
You also need all that information to actually do the social behaviour change, which is about a community perspective. All of your neighbours, getting together, have decided that they're going to try to work on some things to save and say, “Look what we've achieved.” If you don't have the information, you can't celebrate.