“the un-reflexive pursuit of energy efficiency is problematic not because it does not work, or because the benefits are absorbed elsewhere, as the rebound argument suggests, but because it does work… to sustain, perhaps escalate but never undermine, historically contingent but increasingly energy-intensive ways of life.(Shove, 2018: 786)
Shove argues that the unreflexive pursuit of energy efficiency – (pursuit of energy efficiency without interrogating its real implications for sustainability) is problematic not because it doesn’t work but because it DOES work to sustain, escalate but never fundamentally question increasingly energy intensive ways of life – which are known to be unsustainable.
Shove doesn't suggest abandoning energy efficiency but rather rethinking its application. She argues that we should use energy efficiency measures only when they are truly necessary. Additionally, she emphasizes the importance of adopting approaches that promote lifestyle changes to reduce our overall energy needs. This means supporting programs that help people change their habits and ways of living to use less energy in the first place.