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. We’re now hearing more and more that the “non-energy side of energy” is where the real motivation lies. 

As an agency focused on marketing energy solutions and long term sustainability, we are constantly seeking the “secret sauce” to inspiring customers to think, act and buy sustainably. But when it comes to energy, the industry is complicated. The customer touch points are many and feel seemingly disconnected.

Let’s think about this... 

Through KSV proprietary research, we heard one thing loud and clear: it’s not that customers don’t care about energy efficiency, it’s that energy efficiency isn’t even on their radar.

When it comes to environmental concerns, climate change and energy use fall to the bottom of the list. 

We’re inspired for a new year, a new message and a new normal.

But how do we get there? How do we inspire the traditionally unaware into a mindful, educated, accountable and influential user of resources? 

How do Baby Boomers fit in the world of sustainability and energy efficiency? We know these Americans were born between 1946-1964 and that they're the largest generation of Americans born in U.S. history. Today, the oldest Boomers are already in their 60’s. Why are they relevant to you? 

As roughly 25% of the US population, Gen X represents a smart target for you. As its members hit the "middle years" buying power is increasing. Combining that with a heavy emphasis on home ownership and generational values that include "benefit-driven" purchases and sustainability, it becomes clear that energy efficiency programs and solutions are relevant for this audience.   

Millennials spend more time with media than ever. The number of advertisements they are exposed to is overwhelming. They spend approximately 9.5 hours a day or 67 hours a week using media. Knowing this, how do you capture their attention and inspire them to take action? 

The industry is evolving. The customer is shifting. The rules are changing. And while electricity is still one of the most precious commodities powering every minute of our day... It's no longer simple like it used to be. 

Between distributed generation demands, net metering and technology innovations, there are hard choices for you to make, complex programs to manage, and new opportunities to navigate. 

With customer expectations and demands increasing, it is more important than ever for utilities to address the customer and their barriers to participation and satisfaction. Through a series of customer interviews (and 30 years in the industry), we know that one of the biggest barriers to participation is customer distrust in utilities. This is a direct hurdle for your customer satisfaction scores. 

The light over the bathroom sink burns out. You turn to the supply closet to grab a new one, and find your partner used the last bulb, but left the empty packaging. 

After days of shaving and applying make up under the one light that's still working... You finally remember to stop on your way home to get a new bulb...