See also:
https://harmonylabs.org/news/audiences-for-electrics
FIXME - add link to ‣ ‘s latest research results
https://www.aceee.org/webinar/marketing-and-promoting-electrification-using-behavioral-science https://docs.google.com/document/d/1FhT56ltQbaSF-EMuAOzDwBBqq5Ww3nX6_SPcjzHemSk/edit#heading=h.z6ne0og04bp5
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10 Best Practices in Climate Communications
ENERGY STAR Home Upgrade Messaging - for Service Provider Partners (SPP).pdf
https://activateconsciousthinking.com/2024/06/12/engaging-audiences-in-renewable-energy/
This document is a summary of QuitCarbon’s best understanding of how to communicate the benefits of home electrification to the market. This is based on our current target market, which is homeowners in California.
<aside> 💡 Update in late Jan, 2024: In the industry, we often talk about “residential electrification” and have a positive view towards “electric” terms.
However, the public has a different view: They often see electric appliances as more expensive, worse to use (e.g. electric stoves), dangerous, or even less environmentally friendly than natural gas.
For this reason we’re moving away from “Home Electrification” terms, and instead saying “clean, modern appliances” and “clean home upgrades.”
New taglines: “Choose a clean energy home” or “Upgrade your home comfort and safety”
</aside>
The US Department of Energy (DOE) Pacific Northwest National Lab (PNNL) have studied motivations for residential decarbonization (see summary PDF)
High-level stats: