How renewables companies can reach landowners and farmers


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95% of farmers and landowners believe renewables are crucial to the future of UK farming. But 42% of farmers and landowners are confused about their renewable energy options.

This ‘communications gap’ is a big challenge for renewables companies looking to sell solar, wind and micro hydro to farmers and landowners. But it’s a huge opportunity for those that get their communications right.

At CCgroup, a cleantech PR agency, we wanted to find out how renewables companies can address this opportunity. We surveyed 130 farmers and landowners to find out how they research purchases, what matters to them and what makes them buy.

With this insight, we can confidently advise renewables companies on how to best communicate with farmers and landowners. From messaging, to content, and delivery.

The full report is available here:

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How renewables companies can reach landowners and farmers

  1. 1. © 2013 CCgroup How to talk renewables so farmers and landowners listen
  2. 2. © 2013 CCgroup Farmers and landowners • There are 248,000 active farms across the UK • These farms employ a workforce of over 500,000 farmers in total • 95 per cent of farmers think renewables will be crucial to future of UK farming
  3. 3. © 2013 CCgroup Big potential • Big market Agricultural land makes up over 70 per cent of the UK, providing £80 billion of goods and services to the economy • Big returns Farmers with renewables earn £12,000 to £50,000 p.a. from generating their own energy • Big opportunity For farms to become power generators BIGPOTENTIAL
  4. 4. © 2013 CCgroup • But despite the vast majority supporting renewables, far fewer are getting the information they need • 42 per cent say they are confused about their renewable energy options • This communications gap stands in the way of businesses capitalising on the benefits renewable energy offers The communications gap 42%
  5. 5. © 2013 CCgroup Worst case scenario • Farmers and landowners continue to be confused about renewables • Decide not to invest – or invest poorly, turning them against the idea permanently • Renewables companies fail to make the most of this lucrative opportunity • Farmers and landowners miss out on reaping the benefits of renewable energy
  6. 6. © 2013 CCgroup Our research CCgroup conducted a study find out what information farmers and landowners need to make it simpler to invest in renewables 130 farmers and landowners were surveyed to find out: • Messaging - what renewable energy companies should be saying • Content - how they should be saying it • Delivery - and where to say it so farmers and landowners listen
  7. 7. © 2013 CCgroup The three types of farmer Our respondents fell into three groups: • Converts: Those that have already invested in renewables, understand the benefits and are likely to invest again • Believers: Those that are currently considering investing but haven’t decided whether or not they definitely will • Latecomers: Those that haven’t considered investing at all
  8. 8. © 2013 CCgroup Bridging the communications gap
  9. 9. © 2013 CCgroup Messaging • Be rational and emotional Demonstrate financial as well as environmental & community benefits • Be challenging Inject new, challenging ways of thinking about the role of renewables in farming • Educate Explain the technology but also the environmental & business benefits it provides • Inspire Define the bright future that renewables investment will deliver
  10. 10. © 2013 CCgroup Content • Show expertise Provide new and insightful guidance that sets you apart from the crowd • Reinforce with proof Use case studies to demonstrate that what you’re offering will deliver • Be clear and simple Make the financial case for renewables • Appear regularly Boost your profile by providing regular content • Be visual Use images, videos and infographics to make content more engaging
  11. 11. © 2013 CCgroup Delivery • Partner up Work alongside industry bodies and consultants to deliver information and advice • Be targeted Make sure content and messages are reaching the right people • Be sustained Maintain a consistent flow of content across a variety of channels • Integrate channels Integrate communications across all channels to stand out online and offline
  12. 12. © 2013 CCgroup Introducing CCgroup • We are a commercially driven PR & marketing consultancy - founded in 1985 • Our team members have been working in fast growth renewables since 2006 • We work in partnership with a range of CleanTech companies – manufacturers, service providers and VC-backed organisations – to deliver commercial success through campaigns that: • Boost sales • Build value, and • Position for exit
  13. 13. © 2013 CCgroup What the future holds • Renewable energy companies must better understand and meet the communications needs of farmers and landowners • Overcoming the current confusion around renewables is a must to secure greater investment from farmers and landowners • Renewable energy businesses can release the true potential of the countryside by communicating so that farmers and landowners listen
  14. 14. © 2013 CCgroup • The full results of our survey, and our extensive recommendations to reach each type of farmer – Converts, Believers, and Latecomers – can be seen in our full report • Download it here: farmers-and-landowners-listen • Get in touch! Email us at or call us on 020 7535 7203 Get the full report