Research Snippet #16 Good news for clean tech suppliers: homeowners are giving up trying to save the planet

By Edmund Hunt & Ben Marks

This sounds like a problem for energy innovators, right? But new research from Electrify Research suggests the opposite. The Home Electrification Tracker Study (HETS) shows that whilst 55% of homeowners believe they can’t do much about climate change (a figure that’s been steadily increasing for the past two years), around one third of the market is becoming more confident in its ability to effect change. 

This growing group comes almost entirely from two of HETS’s six marketing segments: Electrification Trailblazers and Pragmatic Adopters. These people are by far the most likely to own or be willing to seriously consider EVs, rooftop solar, heat pumps, home batteries, time-of-use tariffs and flexibility services. 

Meet your key segments

Of these segments, the Pragmatic Adopters are the fastest-growing group, rising from 10% to 17% of homeowners in the past two and a half years. This goes beyond how we defined the groups: it shows real market movement and building momentum. And that's great news for energy companies, installers and suppliers who are trying to sell energy tech to homeowners.

HETS identifies an additional four segments where sense of agency has been declining over the past 2.5 years. But these groups are far more likely to be rejectors of the technologies.

Implications

The implications of these HETS findings are profound: you don’t need to convince everyone of the benefits of home electrification. You just need to focus on those most likely to buy. And it just so happens that these are the same people who, uniquely, have a growing sense of agency on the issue of climate change. This bodes very well for the next phase of home electrification growth.

HETS helps its subscribers quickly identify the homeowners in these segments – their exact demographics and the messages they lock into. HETS tracks their growth in number, changes in their intent, their preferences and their attitudes.

If you work in climate tech or energy supply, let’s discuss how HETS can inform your strategy, communications and sales.

Book a demo or get in touch to find out more.