Dr. Sea Rotmann has worked on energy efficiency and behavior change for almost 20 years. She was the Principal Scientist at New Zealand’s Energy Efficiency and Conservation Authority (EECA) before starting her own consultancy, which is aptly named SEA – Sustainable Energy Advice Ltd, in 2011. She ran the first global behavior change research collaboration for the Users-Centred Energy Systems Technology Collaboration Programme (Users TCP) by the International Energy Agency (IEA) called ‘Task 24: Behaviour Change in DSM’ from 2012 to 2019. In this Task, she worked on field research pilots across the world in sectors as varied as hospital sustainability in North America; P2P neighborhood sharing schemes in New Zealand; green leases in Sweden; and library energy audit loan kits in Ireland. Her current research collaboration under the Users TCP by IEA focuses on hard-to-reach energy users in the residential and commercial sectors. The second phase of this research just started and has focused on hidden energy users and how they can be reached to achieve a truly just energy transition as the main focus. Dr. Sea is actually a coral reef ecologist by background and has a deep and abiding obsession with all things tentacled – particularly, ‘the Kraken’ – which covers 90% of everything she owns.