Utility companies that want to promote energy efficiency have different ways to motivate end users to incorporate behavior-based practices that focus on savings that occur only through changes in individual or organizational behavior.
These are the kinds of campaigns that go beyond the basics. For example: simply suggesting that turning off lights is all that’s needed to save energy. Instead, behavior-based programs are based on motivating changes in human behavior using data analytics and smart technologies. The idea is that once consumers have a deep understanding of their energy usage, habits, and results, they will be motivated to change their behavior so that they’ll see long-term savings. In behavior-based programs, changes are not dictated from above but come from within. It is the job of utility companies to help motivate users to take those actions.
Of course, users may not trust the provided data, or question the source. That means utility companies must go beyond their campaigns to focus how they communicate, which often is just as important as the behavior itself. They can start these four ways:
Check out on the full white paper on behavior-based energy marketing programs.
At PACO Collective, we specialize in utility marketing. Let’s connect if you want to chat about how we can apply a cross-cultural approach for your brand.
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