Delivering energy messaging that connects

We’ve worked closely with consumers across the UK for years, offering practical, trusted advice on:

• how to save money
• making homes more efficient
• the best way to adopt renewable technologies.

Along the way we’ve gathered valuable insights into what really motivates people, what messages resonate, and how to communicate effectively.

Here are some of the things we’ve learned to help you craft smarter, more impactful messaging, whether you’re:

• designing behaviour change campaigns
• developing resources
• speaking directly to residents about their energy needs

There are many motivations for seeking energy saving advice and making home energy improvements. Developing personas for the people you want to target can help you get a detailed picture of who they are and what they care about.

Here’s what we’ve learned.

Saving money by lowering energy bills is still the top motivator for almost everyone.

In a recent survey, we found that 71% of adults want solar panels to help save on their bills. Generating income from selling excess energy to the grid is also a strong driver.

Comfort is a good emotional leaver.

People want to be warm and cosy at home during colder months.

This messaging is more likely to appeal to residents with the lowest energy performance certificates (EPCs), lower incomes, parents, people in retirement, and home workers.

Environmental concerns are still a driver for switching to greener, cleaner energy

This is most true amongst younger people and those with higher incomes who aren’t worried about bills.

Future proofing the home with energy upgrades is attractive for high-income professionals

Especially those moving into their forever-home and those undertaking other renovations. This audience see energy adaptations as investments that will increase future saleability of their home and provide energy independence.

Gaining energy independence from the grid is now a priority reason for moving to heat pumps and solar power

The energy crisis has put this at the front of people’s minds, and it can be a good alternative message to drive change.

Health benefits are motivation for some

Especially those wanting to move away from gas. Reducing heat loss and increasing warmth appeals to parents or those in retirement with health concerns. The same can be said for people looking to ensure their homes are well insulated and free of damp and condensation.

The latest technology appeals older, wealthier men

Our research shows owning the latest technology appeals older, wealthier men who live outside of big cities in larger properties. It’s typically driven by the following of trends and a desire to keeping up with friends and neighbours.

There’s a lot of jargon in the energy saving world, so remember to keep it simple.

Here are some of the words we avoid when talking to residents and some alternative suggestions.

In our experience of working with the public, we know that energy scams have had an adverse effect on their perception of green technology.

Retired people are most likely to be concerned about scams and are some of the most likely to fall for them.

Making things sound too good to be true also makes people sceptical.

• Ensure the advice you offer is seen as independent and impartial.
• Work with trusted partners and recognised brands where possible.
• Make your relationship with contractors clear through co-branding and consistent messaging.

Consistently evidencing claims and making it clear who are your official partners is critical for building trust.

We get the highest levels of engagement with our energy advice services via websites, email and text.

There is still a place for telephone advice but, in our experience, people aren’t engaging with this type of service as much.

The biggest barrier to starting home energy upgrades for most is cost, so try to address that early on.

• Awareness of available funding is surprisingly low, so share what you know.
• Highlighting financial support upfront grabs attention and helps overcome hesitation right from the start.
• Our research shows consumers would rather know when funding isn’t available up front.
• Remind people that there’s 0% VAT on solar until April 2027 and potential savings of up to £1,000.

The way that you present your messaging is crucial. Leading with positive messaging, being specific and removing doubt all helps.

When people see others like them successfully installing solar panels or heat pumps, they’re more likely to engage. But for these stories to truly resonate, they need to be honest, balanced, and show the full journey – included any challenges.

• Use real people to hook others in. Adverts featuring real stories usually perform best.
• Present the reality of living with newer forms of heating to help people avoid common pitfalls during their own journey.
• Case studies that show the full picture makes them feel authentic and trustworthy. They should cover both the pros and the cons.

The right messenger can make all the difference in how your advice is received.

We’ve had success working with micro influencers, especially those who feel relatable and trustworthy to their audience. For us, DYI enthusiasts, architects, interior designers, and mums, all helped drive engagement. This is because our campaign goals, their brand, and their audiences interest all aligned.

Considering these insights, from understanding motivations to choosing the right messenger, will strengthen your approach to energy messaging and help you connect more effectively with residents.

Whether you’re planning a campaign, creating resources, or having one-to-one conversations, these principles can help you build trust, drive engagement. This will support people in making meaningful changes and improvements.

Need support shaping your messaging or delivering advice that really lands?

Tell us how we can help you