"It's not about energy efficiency, it's about improving my home."
As marketers, we’re constantly challenging ourselves to think differently (and more humanly) about energy and efficient products. How can we approach participation from a truly customer-centric perspective? How do we start a movement that inspires action across audiences? How do we get people to care about living an efficient life?
In 2014, 69% of research* participants stated they found themselves adapting to inefficiencies in their homes rather than seeking solutions.
People are so normalized to everyday inefficiencies in their homes, it is only when these inefficiencies cause a disruption in expectation that they are noticed.
This is a huge barrier: increasing participation/sales in programs and products that customers aren’t aware they even need. How do we disrupt the customer expectation of what is “normal”?
Earlier this year, we surveyed more than 1,350 homeowners across the country to give us an even deeper understanding of the customer attitudes, perceptions and outlook for energy and efficient products.
We found some surprising results.
1. People have a strong and positive outlook for energy efficiency. In fact, 75% expect significant impact from energy efficient products and services in as little as five years (for their home, the U.S. economy and the world).
2. Customers again and again said, "It's not about energy efficiency. It's about improving my home."
'Energy efficiency' lags action, intent and motivation. It’s complex, remote (in time and consequence) and intangible. To bridge the gap between awareness and action, we need to re-frame the energy efficiency message around the customer and their priorities.
We can’t ask people to do things and expect them to care. We have to position and communicate the benefits of our products and programs as such a good fit for them that they actually want the solutions you’re offering. Until they want it, they’re not going to invest time and resources into it.
Marc Sampogna / President / 646.649.4294 / firstname.lastname@example.org