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Blog Post 2 September 2020 Updated 22 January 2021

Connecting with domestic energy consumers

Sharing energy advice with potential and current customers may not be as simple as you think at first, especially if you want it to be effective. That’s why it’s important to understand how different people consume energy, in order to know how best to advise and engage them.

People don’t always fit in a box, but Energy Saving Trust has been advising domestic energy consumers on home energy efficiency for over 25 years, so we know a bit about how to communicate with them. There are many more types of energy consumer archetypes and circumstances that can vary their engagement and understanding of energy, but most domestic energy consumers can normally be sorted into a few categories by age and goals.

The different types of domestic energy consumer

Young adults are sometimes the hardest to engage. Usually staying with parents or sharing flats in big cities. They live and breathe the latest technologies and have an expectation of companies to go the extra mile to provide them with products or services on demand. Interestingly, they are well aware of environmental issues such as the climate emergency, but can be too busy kick-starting their careers, meaning they don’t generally take action without seeing immediate results. But make no mistake, they can be vocal about environmental issues.

It’s best to engage them with… Energy Saving Quick wins for immediate financial incentive.

What about nest builders? Comprising mostly of millennials who have recently moved into their first home or had their first baby, nest builders are extremely busy balancing work, home and family life. Though they tend to be too busy to consider their carbon footprint and energy use, they are keenly aware of their incoming bills. They will remember and be super appreciative of energy saving support.

It’s best to engage them with… Energy Saving convenience, referrals for switching suppliers and information on the lasting quality of energy efficient products.

Home improvers are a bit older, usually around 50 years old and tend to stay more informed about the environment and their local areas. As the name implies, they’re generally in a position to improve their homes with energy efficient measures. This means they’re willing to go just a bit further to buy green products.

It’s best to engage them with… environmental benefits including carbon savings.

Retirees have, you guessed it, recently retired and spend more time listening to traditional media and opinions. There are very aware of environmental issues, however, generally remain sceptical about a lot of new opinions. They are generally less concerned with energy bills and more concerned with family, local issues and activities that bring them joy.

It’s best to engage them with… practical and simple energy saving advice that goes hand in hand with saving money.

Now you know a bit about who they are, you can understand them a little better. Expert energy advice or facts can help people:

  • Suffering from fuel poverty and in need of help
  • Lower their energy bills with energy efficient home improvements
  • Choose energy efficient products suitable for their home

Even with a general awareness of their own well-being and the environment, everyone can be in need of energy advice or interested by saving energy and reducing their carbon footprint. There are still an estimated 1.6 million people in need of professional energy saving advice and one in five households struggle with their heating bills. There is also a growing movement of people living greener lifestyles. Giving credible energy advice and leading your campaigns with verified domestic home energy facts is a great way to support and earn the trust of customers.

Energy Saving Trust can support your business with our InFact bulletin, which has been created by our energy experts. This quick solution is available immediately to help provide your team with a range of relevant low to no cost energy saving advice – the facts and statistics can also be used in any form of your communications to boost credibility of current products of services.

Remember that every generation can bring energy changes and new opinions, so it’s more than worth staying on top of your energy tips, facts and statistics. Renewable and Electric Vehicle technology has massively boomed in the past few years as has the focus on the environment and reducing fuel poverty – make sure you’re not left behind.

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Last updated: 22 January 2021