Renewable energy Renewable energy Renewable energy and climate change important; climate Low concern Low concern too expensive, not important change cyclical needed ENERGY RENEWABLE Very motivated to Once-and-done Room to improve, Room to improve, Not willing to conserve; change energy efficiency not motivated to not motivated to conserve lifestyle improvements change change ENERGY EFFICIENCY Internet, new Internet savvy Low-tech Very low-tech Low-tech technology, gadgets Involved, voters, Busy, Yuppies, Not involved, not Busy, frugal Always vote hybrids college degrees busy LIFESTYLE Older, lowest Youngest, highest Oldest, Second-oldest, Second-youngest, income, largely income, children in income, retired, largely male, often single female home adult children married Newer homes, Some mobile/ Newer single-family Largely rural, older some rent, often manufactured homes, often Largely homes HOME suburban/urban home suburban/urban Often unaware of Highest Low member High member Lowest satisfaction, co-op programs and satisfaction, high identity, newer identity, longest lowest member services member identity members tenure identity CO-OP Smart phone app, All renewable Once-and-done Weatherization, online calculators, energy and energy energy efficiency insulation rebates, Energy use on bills programmable efficiency programs improvements energy use on bills thermostats, etc. PROGRAM INTEREST Email, text, app, Bill stuffers, Bill stuffer, social media, Newsletter, bill social media, newsletter, TV, newsletter, TV, text, apps, stuffers, email, TV, website, YouTube, newspaper, word of MEDIA newspaper YouTube, website radio bill stuffers mouth Once-and-done, Cool gadgets, Easy to do, invest save money, Save on bills, low-tech, now, the right thing payback period, convenience convenience human touch to do, community member-ownership MESSAGING
RENEWABLE ENERGY Renewable energy and climate change important Renewable energy important; climate change cyclical Low concern Low concern Renewable energy too expensive, not needed ENERGY EFFICIENCY Very motivated to conserve; change lifestyle Once-and-done energy efficiency improvements Room to improve, not motivated to change Room to improve, not motivated to change Not willing to conserve Internet savvy Low-tech Internet, new technology, gadgets Very low-tech Low-tech LIFESTYLE Involved, voters, hybrids Busy, frugal Busy, Yuppies, college degrees Not involved, not busy Always vote Second-youngest, often single Older, lowest income, largely female Youngest, highest income, children in home Oldest, income, retired, adult children Second-oldest, largely male, married HOME Newer homes, some rent, often suburban/urban Some mobile/ manufactured home Newer single-family homes, often suburban/urban Largely rural, older homes Largely CO-OP Often unaware of co-op programs and services Highest satisfaction, high member identity Low member identity, newer members High member identity, longest tenure Lowest satisfaction, lowest member identity PROGRAM INTEREST All renewable energy and energy efficiency programs Once-and-done energy efficiency improvements Smart phone app, online calculators, programmable thermostats, etc. Weatherization, insulation rebates, energy use on bills Energy use on bills MEDIA Email, text, app, social media, website, YouTube, bill stuffers Bill stuffer, newsletter, TV, newspaper social media, text, apps, YouTube, website Bill stuffers, newsletter, TV, newspaper, word of mouth Newsletter, bill stuffers, email, TV, radio MESSAGING invest now, the right thing to do, community Once-and-done, save money, payback period, member-ownership Cool gadgets, convenience Easy to do, low-tech, human touch Save on bills, convenience