Last week at the ACEEE Market Transformation conference, the conversation around the changing utility landscape continued. We heard a representative from the Department of Energy state, “If utilities don’t change, and get out of the paradigm of the past, their business will change for them.”

Connecting with the Ever-Connected Customer. Why is this so important?

Because we’re not just talking about the Beats-headphones and Fitbit-wearing, mobile device-centered millennial anymore… According to Accenture, more than two-thirds of consumers plan to buy connected technology for their homes by 2019. (Smart thermostats alone are expected to have a 43% adoption rate in the next five years.*)

As marketers, we’re constantly challenging ourselves to think differently (and more humanly) about energy efficiency – to remove ourselves from the daily grind of heating and cooling programs, product rebates and financing offers. How can we approach participation from a truly customer-centric perspective? How do we start a movement that inspires action across audiences? How do we get people to care about living an efficient life?

KSV research shows that Americans view energy efficiency positively. In fact: 86% of homeowners believe the world will be better off because of energy efficiency. 82% believe energy efficiency can help America’s energy independence. 72% believe energy efficiency can reduce emissions and delay climate change.*

The 2015 Ecova Outlook Survey reports that 57% of executives, finance and sustainability professionals expect an increase in the time and money spent on energy and sustainability management this year.* Consumers are expecting more action from companies and companies are demonstrating an increased willingness to invest. 

When we look at the top trends impacting energy efficiency marketing, the conversation around the customer benefits and motivation always rise to the top. The message for so long has been “Lower your energy bill” or “Save energy, save money.” But the conversation is starting to shift… 

83% of research participants correlate “energy efficiency” with a long and uncertain payback period. Upfront cost is the #1 barrier when it comes to E.E. participation.*

What does this mean for us? The majority of customers hear this regularly used term, energy efficiency, and stop listening. It means that the visions triggered by ‘energy efficiency’ are of new heat pumps, fancy refrigerators and MONEY. 

It’s been reported that nearly 1/3 of the global population believe in reducing consumption and are encouraging others to buy from socially and environmentally responsible companies.* People want their actions and their spending to have a positive impact. They want to make the “right” choice, the “healthy” choice and the “feel good about yourself” choice.

Over the last few weeks, we’ve been talking about trends that will mold the future of E.E. marketing. The over-arching theme is connecting and leveraging the customer touch points to create long-term consumer interest and action. (Six Trends to Mold Successful E.E. Marketing) 

As a firm focused on marketing energy solutions and long term sustainability, we’re constantly seeking the “secret sauce” to inspiring customers to think, act and buy sustainably.