You may have heard us mention this once or twice: we know the energy customer. It’s true. We say it with confidence and we say it often because here at KSV, we make it our mission to know how to communicate to the energy customer—through the solutions we provide to our clients and through carefully planned, comprehensive research that spans issues important to brands and customers alike.
Topics: customer demands, Customer Insight, utilities, future of energy, innovation, customer centric, energy efficiency, KSV research, market research, energy marketing, utility of the future, strategic electrification, 2019, 80x50, resiliency, battery, energy storage, home batteries, consumer research
Throughout December, communities will come together to take care of their own. People will donate time, money, food, toys, and warm clothing to ensure everyone has a happy and safe holiday season.
With this spirit in mind, we are reminded of what we heard when we talked to consumers about community solar.
…and the bartender says to the three of them, “What’s on your mind? The latest in wireless lighting controls? Variable frequency drives? Maybe energy management systems?”
First of all, what a weird conversation a bartender would have with customers, but that’s beside the point.
We just wanted you to picture the energy-related decision-makers you’re trying to reach at large commercial organizations. That group includes a variety of folks representing a diverse set of job titles and responsibilities – some you may not even realize are involved in energy decisions.
According to the USDA, the number of farmers’ markets in the country has nearly doubled in the past 10 years. And the number of U.S. households growing food at home or in a community garden has increased 200 percent from 2008 levels, according to the National Gardening Association.
Consumers’ purchasing decisions are being driven by their key values.
Independence. Resilience. Self-reliance. Local. Sustainable. These values are shifting consumer behavior and increasing demand for specific types of goods.
Why should utilities or solar providers care? Because we see these very same values come into play when we talk to consumers about solar.
Demand for solar installations has been greatly underestimated over the last two decades, and the price of solar equipment is declining faster than expected.
Policy has helped speed up the adoption of renewables in general, but the growth of solar is also driven by enormous consumer demand.
At KSV, we get a chance to see the demand for solar power firsthand.
What do the boogieman and energy marketing have in common?
Uncertainty about what lurks (or doesn’t lurk) around every corner (or under every bed) is the reason that young children run to their parents’ room at 1:00am.
It’s why moms and dads crawl under beds with flashlights to prove there are no such things as monsters.
The same uncertainty that creates a fear of monsters in children can also affect decision makers at businesses large and small.