They don’t understand that their consumption has gone up – in fact, 64% say they use the same or less energy than five years ago.
We asked people how much money their utility bill would have to go up to force them to spend money on energy efficient renovations. The average answer matched last year, exactly - $129.00 . This would be a 69% increase over average reported winter heating bills ($185.58) and a 76% increase over average reported summer cooling bills ($169.20). In other words, consumers are willing to waste more than $1500 a year, or more than $4 a day to do nothing. That’s what we call the Apathy Gap.
Understand that when you say “save money” in general terms, consumers make up a number in their heads. And their number is half.Average amount, based on self reported average heating and cooling bills, is about half
Assuming we could get them past the Apathy Gap, insulation is third (not first) on the list of things they believe would actually improve their utility bill.
And insulation is fifth on the list of EE items a homeowner is likely to do.
And when we look at propensity vs actual, insulation falls even lower on the list
When competing against aesthetics as well, it falls to the near bottom of the list
And we have deeper concerns
Suzanne shelton marketing strategiestobuild
Marketing Strategies to Build Your Home Performance Business:The National PerspectiveSuzanne Shelton<br />Clean Energy Conference<br />September 16, 2010<br />
We are a consumer engagement agency that exists for one purpose:motivating mainstream consumersto make sustainable choices<br />
37% said their bills would have to go up $100+ a month before they’d spend money on EE home improvements</li></li></ul><li>Motivators/Drivers: Effective Messaging<br />Top motivators/drivers for messaging:<br /><ul><li>Environmental – must connect home environment to overall environment
Comfort – This will be the trigger (how they know they have a problem)