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

‣

‣

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.

High-Level Context

<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 avoid saying “Home Electrification” in public facing content, and instead saying “clean, modern appliances” and “clean home upgrades.”

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:

• 40% of homeowners are willing to install heat pumps if they’re affordable
• 38% of homeowners have done HVAC upgrades. They say energy efficiency is the most important consideration.
  • 8% of new installations were heat pumps
• 34% of homeowners have put in a new stove/cooktop

PNNL study on home modifications

CleanTechnica post-install surveys for heat pumps

Relevant Electrification Motivations with Examples

Social Comparison

Article: "In a 2021 paper published in Nature, researchers found the most important factor that determined whether someone installed panels on their roof wasn’t subsidies, geography or policy. It was whether their neighbor had them. A single solar rooftop project increases installations by nearly 50 percent within a half-mile radius, a second study found.”

Home Comfort

HVAC (your heating and cooling system) is the biggest driver of home comfort. Old HVAC systems don’t heat or cool your home as well.