In March 2026, the South Korean government, led by Minister Kim Sungwhan, urged citizens to shift electricity use—such as charging smartphones and electric vehicles—to daytime hours when renewable energy is more abundant.
The policy was introduced in response to growing energy security concerns triggered by instability in the Middle East. By encouraging demand-side behavioral changes, the government aims to reduce LNG consumption, particularly during evening and nighttime periods when thermal generation dominates.
However, the public response has been mixed. Many citizens questioned the practicality and rationale of the policy, citing constraints such as daytime work schedules and a lack of clear understanding of why such behavioral changes are necessary. As widely reported by Korean media, this highlights a fundamental challenge: without clear, quantitative, and intuitive explanations, policy signals alone are often insufficient to drive voluntary behavioral change.
This challenge is not unique to Korea.
In Japan, we at Power Sharing Co., Ltd. have been working on similar initiatives under a project commissioned by the Ministry of the Environment. In a pilot program targeting EV users, we tested whether behavioral change could be achieved through a combination of information and incentives.
Participants were informed that shifting charging to daytime hours could reduce their carbon emissions in measurable terms. We then introduced a key metric—the “consumer-level emission factor” (g-CO₂/kWh)—and provided real-time feedback via a smartphone app, alongside small point-based incentives.
The results were striking: the share of users charging during the day increased from 58% to 90%.
What made the difference was not simply financial incentives, but the ability to quantify and visualize the impact of individual actions. When people understand both the logic and the outcome, behavioral change becomes far more achievable.
This is where the ongoing revision of the GHG Protocol Scope 2 guidance becomes particularly relevant.
Concepts such as hourly matching and time-based grid emission factors are currently being discussed primarily in the context of corporate carbon accounting. But their potential goes far beyond compliance.
With the rapid deployment of smart meters and digital platforms, these methodologies can now be extended to the consumer level. Imagine a system where individuals can see, in real time, the carbon intensity of their electricity use, track improvements, and receive rewards or rankings based on their performance.
This is not just measurement—it is engagement.
By combining transparency with gamification, it becomes possible to drive voluntary, informed, and scalable behavioral change across society.
If hourly matching and time-based emission factors are implemented in this way—not only as corporate reporting tools but as instruments for public engagement—they could enable a more seamless transition toward higher renewable utilization, while systematically reducing reliance on LNG and oil.
In other words, what is currently being debated as an accounting framework could evolve into a powerful, real-world mechanism for aligning energy security and decarbonization—without imposing undue burden on consumers.
Sources
South Korean Government
https://mcee.go.kr/eng/web/board/read.do?menuId=461&boardMasterId=522&boardId=1858220
Nikkei (Japan)
https://www.nikkei.com/article/DGXZQOUA030NJ0T00C23A7000000/
Ministry of the Environment, Japan