ABSTRACT
In this chapter, warmth rationing is introduced as a new wicked problem. The chrematistics framework is applied to develop an in-depth understanding of the essence of the problem. The author argues that warmth rationing is underscored by the chrematistics drive of the energy marketing systems in New Zealand, which appear to be geared towards goals other than satisfying the societal need for affordable, reliable, and sustainable energy. A comprehensive macro-social marketing programme is needed that would fundamentally re-configure how system actors see themselves as well as society. This programme is to help re-focus system processes from the logic of ‘exchange in markets’ to ‘provisioning in society’.
