Net zero is cropping up in the news every week, but do people know what it means? According to our research, the majority of adults have heard of the term, but to varying degrees of understanding.
Of those who have heard about net zero, 88% of people agree it’s essential for the UK to reach its net zero target. Net zero refers to achieving a balance between the amount of greenhouse gas or carbon emissions produced and the amount removed from the atmosphere. The ways to achieve net zero include reducing existing emissions and actively removing greenhouse gasses from the air.
Embedding sustainable practices in your business operations has an important role to play in this, especially for eco-conscious consumers.
A large chunk of the UK’s carbon emissions, around 22%, come from domestic households. People are expecting both the government and businesses to help them through the journey to reducing their household carbon emissions. If you haven’t already, you should be thinking about your business’ sustainability strategy and how it can help both your business and your customers switch to lower carbon options.
There are many things to think about when creating or fine-tuning a corporate sustainability strategy. See how we can help.
Understanding the age groups of domestic energy consumers can give you a good insight into your customers’ or clients’ energy efficiency needs. Whether it’s lowering heating bills, promoting active travel or increasing the energy efficiency of households, every little helps when it comes to addressing the climate emergency to reach net zero.
These days, you should be supporting both customers and employees in reducing their carbon emissions, saving them money on energy bills or giving them insights into their energy use. This can help you to build brand trust and highlight the benefits of your own services or products. To do this, you’ll need to get the messaging on point.
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You might be asking whether people actually want to lead more sustainable lifestyles? According to Business in the Community, there’s been an unprecedented increase in online searches for ‘how to live a sustainable lifestyle’ since most businesses have adapted to working from home due to Covid-19.
Although everyone will have different needs and lifestyles, we’ve put together some personas of people based on where they are in their lives. This can help you tailor sustainability and energy efficiency messaging for your own customers.
Younger generations aged 16-24 are usually the most engaged with social media, but it can be harder for them to take action due to their living circumstances. They are more likely to be staying with parents or sharing flats in big cities. These consumers:
Live and breathe the latest technologies, and rate innovation as important.
Expect businesses to go the extra mile to provide services on demand.
Know about, and are very vocal of, environmental issues but are too busy kick-starting their careers to do much.
Enjoy quick wins and can be inspired by immediate financial incentives.
Usually comprising of millennials, who are generally aged between 25 and 40 years old, the nest builder may have recently moved into their first home. They will often spend a bit more money on sustainable products and are a long-time recycler. The nest builder:
Needs to be inspired to take action with fun or interesting facts.
Leads a very busy life, so quick and easy lifestyle changes are key.
Rates saving money as a big priority, so free to low-cost advice can support your messaging.
Wants to do more for the environment but isn’t sure where to begin. Clear advice and benefits are needed.
Generally aged between 45 and 60 years old, home improvers usually have kids and tend to stay more informed about the environment and their local area. They’re usually in a good position to improve their homes. They tend to be:
Relatively informed about sustainability and like to be kept in the loop with new technology.
Able to spend more time on making energy efficient home improvements.
Interested in renewables; they might have installed solar panels or a heat pump.
Readers of DIY guides and spend time shopping around; they are interested in learning the benefits of making changes to their home.
Recently retired and well-versed on more traditional media and opinions, retirees are generally less concerned with energy bills and more concerned with their family. The retiree:
Looks for in-depth explanations and proof. They want credible reasons that something will benefit them.
Has money to invest in energy efficiency but wants to spend it wisely.
Tends not to be up to date with new and emerging technology but enjoys a slight sense of competition with friends or neighbours.
Understands the connection between sustainability and helping others.
Getting your message out about sustainability is all well and good, but you can boost it by aligning it with sustainable events such as World Environment Day, which takes place in April. You can also get your own staff onboard with sustainability to drive positive behaviour change from within your organisation.