Fifty-six percent of Americans haven't heard the term "smart grid," according to an online poll of 3,171 adults conducted by The Harris Poll in February. And even more women polled were unfamiliar with the term (66%, compared to 46% of men).
That's a problem for utilities getting ready to roll out their smart grid initiatives in the coming months.
The consumer today is so far ahead of marketers that we need to pole vault to catch up. The way in which consumers live their lives and the way in which we work as marketers is disconnected. Consumers' lives are hectic and challenging each day, and consumers quickly change to meet the oncoming challenges. The current economic situation highlights their ability to change quickly. Consumers are earning less money and spending it very differently, thus changing their lifestyles. Maybe the rich continue to live in the old world, but the new world economy has consumers living much more thoughtfully about their buying decisions.
Yet as professional marketers, we cross some invisible line when we get to work each day and attempt to hold on to the past. Or at best we attempt to integrate the past with tactical shifts to how we market our products and services. The world has shifted dramatically and marketing has to leap frog into the new world. We need to stop thinking and doing through the rearview mirror.
As we watch scenes of unspeakable tragedy and devastation in Japan, it’s right that we revisit questions of energy security and resiliency in the event of attack or disaster.
Just how resilient is our current electrical grid? Could a smarter grid mitigate the effects of a similar disaster here at home? Most U.S. states have some risk of earthquakes. A malicious cyber attack could indiscriminately damage or disable generation, transmission, distribution and/or storage infrastructure.
There are many reasons why people hesitate to adopt energy efficiency measures. Upfront costs, lack of information, lack of trust, to name a few.
Psychologists give us another reason for hesitation. We’re afraid that by committing, we’ll reduce our options. Box ourselves in.
A majority of business leaders feel a moral imperative to make their companies more energy efficient.
So says a recent poll by Harris Interactive, on behalf of Schneider Electric. Of the 301 Fortune 1000 executives polled, “88 percent... feel a moral responsibility to cut energy use, beyond simply the ethical imperative to follow regulatory requirements.”
Builders of the pyramids knew a thing or two about energy efficiency. They discovered that light could be bent and directed where needed. Today, window louvers can direct sunbeams to panels on an office building’s ceiling, maximizing light and minimizing electricity use.
Architects of Europe’s great cathedrals knew that mass holds heat like a battery. A concrete labyrinth located in an office building’s basement can store radiant heat to the same effect.
That's the name of a one-page brief we've developed recently for our energy clients. It's based on listening we've done in recent months among the electricity customers who will use the Smart Grid and the technologists who are developing it.
We identify four key insights:
Cutting greenhouse gas emissions – something the smart grid should do very well – can only make our planet healthier.
But what about the foot soldiers of the smart grid – the wireless meters that gather information from our homes and businesses, and relay that information back to utilities? Do those devices pose a public health risk?
Here’s President Obama, in his State of the Union address, on the space race of the late 50’s and 60’s:
“After investing in better research and education, we didn't just surpass the Soviets; we unleashed a wave of innovation that created new industries and millions of new jobs.”
Any revolution in consumer and social behavior needs a rich symbol with a name, a story, and emotional appeal.
Consider the panda logo for the World Wildlife Fund. It evokes the beauty, preciousness, and fragility of the natural world.
