Most energy efficiency marketing fails because it has a one-size-fits-all approach. This presentation, first given at a conference organised by E-ON, looks at how segmentation models can be used to understand the audience and better target people for energy efficiency marketing.
2. Localise West Midlands
• A not-for-profit think-tank, campaign
group and consultancy, which promotes
localisation for social, environmental and
economic benefit
• Developed the Green New Deal model
with Encraft for Birmingham City Council
– now Birmingham Energy Savers
• Action research projects – Using a Green
Deal approach to tackle fuel poverty,
Green Deal Opportunities for Social
Enterprise
• www.localisewestmidlands.org.uk
• www.twitter.com/localisewm
6. The energy saving adoption cycle
Loft/cavity
Condensing insulation
boilers
PV
Solid wall
insulation
7. Does AIDA apply to energy saving?
•
Attention – Interest – Desire – Action
•
80% of factors influencing
environmental behaviour do not
stem from knowledge or awareness
(Blake, 1998 – the Value Action Gap)
•
The remaining 80% stem from
behavioural psychology
13. MINDSPACE
A checklist of non-coercive behavioural
influences (Cabinet Office, 2010)
• Messenger – we are heavily influenced by who
communicates information
• Incentives – our responses to incentives are
shaped by predictable mental shortcuts such as
avoiding loss
• Norms - we are strongly influenced by what
others do
14. MINDSPACE
• Defaults – we ‘go with the flow’ of pre-set
options
• Salience – our attention is drawn to what is
novel and what seems relevant to us
• Priming – our acts are often influenced by sub-
conscious cues
• Affect – our emotional associations powerfully
shape our actions
15. MINDSPACE
Commitments - – we seek to be consistent with
our public promises, and reciprocate acts
Ego – we act in ways that make us feel better
about ourselves
18. DECC Green Deal Consumer Research
UNPROMPTED
RESPONSE
Not wasting energy 14%
Lower energy bills 20%
Saving money 18%
Warmer/more comfortable 14%
home
Lower carbon 7%
emissions/better for
environment
Others 27%
19. DECC Green Deal Consumer Research
UNPROMPTED RESPONSE PROMPTED RESPONSE
Not wasting energy 14% Not wasting energy 37%
Lower energy bills 20% Lower energy bills 67%
Saving money 18% Spread payments 18%
Warmer/more comfortable 14% Warmer/more comfortable 46%
home home
Lower carbon 7% Lower carbon 24%
emissions/better for emissions/better for
environment environment
Others 27% Increase property value 17%
Make property easier to sell 11%
Installations less expensive 4%
GfK NOP / DECC, April 2011 than I thought
20. Defra Greener Living Fund
• Phone Coop - 150 members saved 52
tonnes of CO2 (0.35 tonnes per person)
plus 2.1 tonnes of waste diverted from • Total Coverage - 49 members saved 26
landfill tonnes of CO2 (0.53 tonnes per person)
plus 1 tonne of waste diverted from
landfill
31. Conclusions
Learn from theories such as MINDSPACE
Learn from good practice e.g. LEAF projects, Stay
Warm Stay Well
We need a strategic approach to community
marketing not a race to the bottom
Birmingham is already a leader on community
marketing and behaviour change as well as
carbon saving, BES can become a centre of
excellence