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?

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.

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.