--- title: "Accenture Study: Selling Energy Efficiency to Consumers Isn't Going to Be Easy" description: "Accenture Study: Selling Energy Efficiency to Consumers Isn't Going to Be Easy" image: https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png --- [![KSV](https://www.ksvagency.com/wp-content/uploads/2020/10/logo-charcoal-640.png "KSV")](https://www.ksvagency.com) ![☰](https://www.ksvagency.com/wp-content/uploads/2020/10/icon-hamburger-charcoal-70-50.png "☰") - [Focus](http://www.ksvc.com/focus/) - [Capabilities](http://www.ksvc.com/capabilities/) - [Work](http://www.ksvc.com/work/) - [People](http://www.ksvc.com/people/) - [Culture](http://www.ksvc.com/culture/) - [EnergyWire](https://blogs.ksvc.com/energy-wire) # Accenture Study: Selling Energy Efficiency to Consumers Isn't Going to Be Easy Posted by [Energy Wire](https://blogs.ksvc.com/energy-wire/author/valentineerb) on July 16, 2010 at 2:52 PM - [Tweet](https://twitter.com/share) If you have time to read but one report on consumer behavior and energy efficiency this year, the recent report from Accenture should be it. [![](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png "Accenture")](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png)The global business consultancy surveyed more than 9,000 consumers in 17 countries in January 2010 and produced a 36-page summary of its findings, "Understanding Consumer Preferences in Energy Efficiency" ([http://bit.ly/9zMTSh](http://bit.ly/9zMTSh)). It's must-reading for energy efficiency marketers at utilities and energy efficiency implementation companies. The report identifies five key findings, as follows: 1. *There is a significant contradiction between consumer perceptions and their actual knowledge of energy efficiency.* 2. *Consumers' first instinct is to contact utilities/electricity providers for energy-efficiency activities, but providers still need to build trust and credibility.* 3. *While prices remain a key factor to adoption, the extent of the utilities'/providers' control over energy use has emerged as a potential barrier.* 4. *Channels and contact points for utilities/electricity providers to communicate with consumers are diverse.* 5. *Adoption of electricity management programs is influenced by fragmented and nontraditional consumer preferences.* I'll dig into each of these in future posts. 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