Research Snippet #16 - Ironically positive electro-tech news: the market is polarising

By Edmund Hunt & Ben Marks

While most homeowners feel increasingly powerless about climate change, the people most likely to adopt clean tech (heat pumps, EVs, solar and batteries) are gaining in confidence. The chart below shows the growing polarisation on climate action and although it's somewhat disheartening that the biggest slice of homeowners have a declining sense of agency, the flipside offers surprisingly good news for clean-tech suppliers. Why? Because your most important segment is growing both in confidence and size.

Our latest HETS wave shows:

• The top two segments (Electrification Trailblazers + Pragmatic Adopters) are trending up in terms of their sense of agency on climate.

• Pragmatic Adopters segment has also grown in size from 10% to 17% of the market since 2023.

• These two 'top' segments - in particular the Pragmatic Adopters make up the vast bulk of the ‘ready-to-buy’ audience and this growing group is far more likely to actively consider and purchase home electro-tech.

• In short: your addressable market is strengthening, not shrinking.

Meet your key segments

The fact that the Pragmatic Adopter group is growing in size, goes beyond how we defined the groups: it shows real market change and some genuine positive momentum in progressive attitudes to home electro-tech. And that's great news for energy companies, installers and suppliers who are trying to grow adoption among homeowners.

HETS identifies an additional four segments where sense of agency has been declining over the past 2.5 years (Value-Driven Greens (15%), Unplugged Greens (18%), Uncommitted Mainstream (22%) and Denying Rejectors (15%). 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.

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