Electric Evolution podcast

In this episode, Ben Marks (Electrify Research founder) joins Liz Allan on the Electric Evolution podcast (episode #144: Consumer Insights and the Road to Decarbonisation ) to explore why understanding homeowner behaviour is critical to the energy transition.

The conversation starts from Electrify's core belief: that it’s consumers who will determine what gets adopted and when. That means effective marketing and policymaking must meet people where they are at by understanding their attitudes, perceptions, drivers and barriers.  If marketing and policymaking isn't informed by high quality consumer insight we risk slowing progress in home decarbonisation and we've absolutely no climate headroom to do that. The episode digs into how we’re using the Home Electrification Tracker Study (HETS) to help energy firms, EV brands, banks, trade bodies and policymakers make smarter, faster decisions.

Drawing on insights from the 32,000+ homeowner interviews across the UK, France, Germany and the US, Ben discusses what’s really driving – and stalling – the shift to low-carbon tech, from EVs and heat pumps to solar and home batteries. The conversation also explores why segments like Electrification Trailblazers and Pragmatic Adopters matter so much for marketing, proposition development, policymaking, communications, and strategy.

🎧 Listen here: Full Circle | Spotify | Apple