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Greening Trends Impacting the Utility Industry

Posted by Sheera Eby on February 3, 2015

Greening trends continue to have a dominant impact on utilities. A recent study on greening and sustainability revealed that over 60% of Americans keep up on energy efficiency and similar issues, and consider themselves knowledgeable on the topic.1 Many utility marketing organizations are focused on supporting energy efficiency initiatives and determining what role greening trends should play. This article explores some of the top greening trends and considerations for utility marketing communications.

 

 

Greening Trend 1: Demand for Green Products
Consumers are doing more than talking about going green; they're nearly demanding green products. Surprisingly, approximately 47% of adults say that they are willing to pay more for eco-friendly products, despite a tough economy.2 Consumers' demand for green products is one of the top greening trends. Willingness doesn’t always translate to actively shopping. Consumers aren’t always aware of what products are available and which ones carry rebates or other incentives that can improve affordability. That's where utility marketing, and in particular, educational content marketing, can be of assistance. Help consumers and businesses determine which appliances and equipment are the best suited for their needs and which have available rebates. Emails, direct mail and social media posts can all include the link or URL directing consumers to the site to find those products they demand.

 

 

Greening Trend 2: Building Green
Consumers' desire to save money coupled with the current attention to eco-friendly practices has resulted in a rise in green building construction. According to the National Association of Homebuilders,3 a McGraw Hill Financial study forecasts up to a 33% increase in green home construction by 2016. Non-residential green building has its own momentum, too. A report published by Green America4 showed that the trend of businesses building green has steadily increased by over 11% per year and has already exceeded $54 billion. One of the largest greening trends is the amount of business and residential new construction focused on implementing energy efficient measures. This greening trend includes installation of occupancy sensors, other lighting controls such as dimmers, efficient boilers and other sustainability measures such as the growing use of solar power. Utilities can keep consumers informed of the innovations in green building, including any rebates available for incorporating green building practices into new construction. Also consider how utility marketing communication efforts can address this trend directly. A downloadable ebook, for example, can educate both residential and business customers on considerations for new construction and retrofits of existing facilities and homes, including outlining rebates and financing options.

 

 

Green Trend 3: The Low-Carbon Consumer
Another greening trend is the movement away from carbon-sourced energy. A poll published in USA Today revealed that 70% of Americans would like to see power generated from sources other than coal, such as solar, wind and hydro power.5 Additionally, Fortune 500 companies are leading the way when it comes to businesses moving to clean, renewable energy, according to Eco Watch.6 They recognize that renewable energy enables them to diversify their power supplies, which not only helps them manage utility cost fluctuation but also supports economic growth in their communities.

Utilities can leverage customer communications to keep business and residential customers up to date on the issues in general, and empower customers with information on how they can reduce their carbon footprint. Communications should outline the many benefits renewable energy or other sustainability measures provide, as well as provide customers with steps they can take. This type of informative content can be delivered through email, enewsletters, direct mail, the website and digital content. Additionally, the utility can promote digital content on social media with posts and tweets that direct users to educational articles on the utility's website.

 

 

Greening Trend 4: Energy Efficiency
The Nature Conservancy7 reports that, although the environment and energy efficiency are important to most Americans, 34% of those surveyed indicated that they didn't know what steps to take to go green. Businesses are in the same boat. Even though businesses are interested in becoming more energy efficient, 30% indicate that they don't feel they have sufficient information to implement an energy efficiency program.8 Utilities should highlight different energy efficiency measures with varying levels of commitment and investment. Empowering customers with educational information is essential and can be an effective means to meeting customers’ information needs.

 

 

Greening Trend 5: Sustainability
Despite the shot in the arm the economy received from America's fossil fuel find, a recent Gallup poll9 revealed that consumers still overwhelmingly support developing sustainable energy sources such as solar (76%) and wind (71%). Sustainability is one of the biggest buzzwords and green trends today. An MIT study found that 70% of corporations surveyed have made a commitment to sustainability.10 Customer communications should address sustainability topics that the utility is taking as well as what role customers can take.

 

 

Greening Trend 6: Certifiably Green
Another top greening trend is Green Business Certifications.11 According to the Stanford Social Innovation Review,12 consumers look to businesses to blaze the green trail, with 61% of those surveyed in an SSIR study stating that businesses should lead the way and set the example for going green. Additionally, over two-thirds of consumers responding to a National Technology Readiness Survey indicated that they prefer to do business with companies that are certified green. Demonstrate your utility’s thought leadership position by providing information on how customers can go about green certification within your jurisdiction.

 

 

Greening trends can help utilities focus their customer communications. There are so many ways utilities can take advantage of these trends to strengthen their brand reputation and thought leadership position. Get help from experts who understand the significance of these trends for utilities as well as how to make the greening trends strengthen your utility’s communications.

 

 

 

Sources:

Topics: Utility Industry

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