While many of the segments have overlapping characteristics, key differences in their motivations and demographics point to the importance of a more targeted marketing and outreach approach. For example, Leading Achievers and Striving Believers both respond to environmental messaging and have medium to high levels of education. The former tend to be higher-income homeowners, however, while the latter are younger, lower-income renters. This points to the need to target homeowners and renters separately.
Similar to Leading Achievers, Practical Spenders can afford to participate, but are more motivated by potential cost savings than by environmental reasons. With this in mind, different messaging should be used to reach these groups.
The Disconnected group represents primarily low-income households, many of which are Hispanic. They express concern about the environment, but are also concerned about how energy use affects their finances. Thus, any lack of awareness or engagement in this segment, may be due to the need for Spanish translation.
By adjusting their marketing and outreach strategies based on study findings, utilities in California can deliver messages that resonate with target audiences, strengthen existing relationships, attract new participants, and, ultimately, optimize the customer experience. Our report can be accessed here.