Customer Connection: How to win over customers on energy efficiency.
Rob Niccolai (rniccolai@ksvc.com) is client practice leader and Ashley Nicholls (anicholls@ksvc.com) is energy practice leader at KSV (http://www.ksvc.com/), a national leader in energy efficiency marketing and communications.
New national consumer research among homeowners about their awareness, attitudes, and behaviors toward energy efficiency offers some unexpected findings as well as some pleasant surprises for utility executives and regulators trying to figure out how to allocate resources to energy efficiency.
Our firm, KSV, conducted in-depth quantitative research among a geographically, demographically and ethnically diverse group of homeowners in February 2015 to better understand their actions (or inactions) around energy efficiency programs and initiatives. We also explored homeowner attitudes on smart technology and renewables.
Seven Findings
Among our findings, here are seven we find intriguing on consumer and homeowner attitudes about energy efficiency.
1. Interest and knowledge is growing.
Nearly two-thirds (63.6 percent) of homeowners are interested in making their homes more energy efficient. And while only 11.5 percent consider themselves very knowledgeable about energy efficiency, 63 percent feel they are at least somewhat knowledgeable.