What’s in it for me? – Energy efficiency Report

Consumer Focus has published research into innovative ways to engage people in energy efficiency. What’s in it for me? Using the benefits of energy efficiency to overcome the barriers stemmed from feedback from a range of practitioners that interest in ‘free’ insulation was drying up.

The research set out to identify projects that used comfort messages and other methods to demonstrate the benefits of energy efficiency outweigh the barriers. Alternative approaches amongst 15 case studies include messaging around comfort and health, tailoring messages to key consumer segments, and the use of exemplar homes like SuperHomes to allow people to feel the difference.

The report makes the following recommendations:

  • Take the customer’s perspective
  • Segment the audience
  • Ensure the benefits outweigh the barriers
  • Consider non-financial benefits and barriers
  • Bring the issue into the present
  • Make it personal
  • Provide opportunities to ‘touch and feel’
  • Develop effective partnerships
  • Encourage word of mouth
  • Use contractors as ambassadors
  • Take a long term approach
  • Plan an evaluation

A new energy efficiency delivery checklist is now available to help others shape an energy efficiency project for their target audience.