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Chris Ashworth of Competitive Advantage recently presented at the ECA Conference held in Paphos, Greece. He presented 'Taking Sustainability to the Consumer'
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Taking Sustainability to the Consumer
Chris Ashworth
BSc (Hons) DipM FCIM Chartered Marketer
Promotional Working Group
Competitive Advantage
CIMCIG Organising Committee
Opportunities from Sustainability
• Opportunities• Green Deal• Communicating with
Consumers
Opportunities
• The Green Deal• Feed in Tariffs• Renewable Heat Incentive• BREEAM• Document L• Code for Sustainable Homes
The Green Deal
• Will it or wont it?
For• High profile Government policy• Construction industry needs it• Hints of promotion
The Green Deal
Against• Unlikely to be in place by October
– Financing, Assessors, Providers, Products• Lack of take-up by industry• Consumer ignorance
Energy Supplier
GD Assessor
GD Provider
GD Installer
Finance Provider
£Customer repayments
£Customer payments passed on
£Capital facility made available
Legal agreements with energy bill payers
£Customer payments passed on
Green Deal Money Flow
Green Deal Providers
• Ampere GDP• Anglian Home
Improvements• BritishEco, British Gas• CarbonLow Group• Carillion• Empower Community• Enact Energy• E.ON• Gentoo Group• Grafton Group• Insta Group
• Keepmoat• Kingfishe• Mark Group• ReEnergise Finance• SIG plc• SSE• Stroma• Toriga Energy• Willmott Dixon Energy
Services• Yorkshire Energy
Services
Green Deal Process
CPA: Green deal Opportunities for Industry
Maintenance
• Renewable equipment needs maintenance• Will this happen?• Who will help?
Trigger Points
• Moving House – EPC• Kitchen or Bathroom upgrade• Heating System Renewed• Loft Conversion or extension• Having children• Children leaving home• Retirement
Decision Making Process
AWARENESS
INTEREST
EVALUATION
TRIAL
ADOPTION
Evaluation
People tend to• Discount the Future• Social norms• Go with the flow
Additional information• Energy Performance Certificates• SMART meters
Barriers
• Lack of knowledge and trust• Cost
Barriers
• Disruption• Low confidence in supplier
– Break down call out– Infrequent contact– Complex issues
• Value Action Gap– Awareness of environmental problems– Concern that changing behaviour will have a negative
impact on lifestyle
Make benefits meaningful
Features• Increased insulation• Reduced thermal bridging• Triple glazing• Air tightness
Benefits• Lower Energy Bills• Fewer draughts• More comfortable
Benefits Providing Value
FUNCTIONAL BENEFITSMeets LegislationLimited disruption
Design adviceConvenient timing
GuaranteeCredit terms
Improved comfortIncrease home’s value
COST Reduced Energy BillsProduce extra income
EMOTIONAL BENEFITSWell known brand
Confidence in qualityReduce carbon footprint
Create own energyReduce waste
Generate renewable energyHelping the environment
Good for my imageFeel Good – part of something
+
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Segmentation
• To identify the best opportunities• Define segment personalities• Tailored communications
Get the language right
Avoid • Green or Eco• Low-carbon• Sustainability
“No – its not an eco house – that’s for those people who build it themselves – this is just a normal house”
Zero Carbon Hub: Marketing Tomorrow’s New Homes Raising Consumer Demand For Low & Zero Carbon Living
Communication
Clarity• Claims that are easy to understand
Credibility• Realistic, accessible and verifiable• Include third-party endorsements• Avoid small print
Comparability• Simple, meaningful, like-for-like
What can you Do?
• Testimonials• Encourage word of mouth• Become accredited• Understand Green Deal• Partnerships
http://www.cimcig.org/library.php?id=219
Taking Sustainability to the Consumer
Chris Ashworth
BSc (Hons) DipM FCIM Chartered Marketer
Competitive Advantage Consultancy Ltd.
@CompetitiveA
www.cadvantage.co.uk