As a social enterprise supporting households with transitioning we periodically conduct research and publish summaries of our findings.
Clean energy transition household research
This research involved 8 in-depth interviews with households in Sydney and a survey of 50 homeowners in NSW. All homeowners were over 30 years old and had an average household income over $60k.
Key findings:
- There is strong interest in clean energy products.
- More people are motivated by energy bill savings than environmental benefits.
- Most people only feel moderately confident researching options and making informed decisions.
- Most people only have a moderate amount of time to devote to researching options, and some have very little time.
- The initial up-front cost is the biggest barrier to transitioning.
- Many people felt that accurate online calculators for costs, savings, and rebates would make it easier for them.
- Very few people felt that a community meeting would make it easier for them.
Personas of the household energy transition
We analysed the results of our interviews and surveys to identify different household personas, including:
- Eco Nerds
- Optimisation Geeks
- House Proud
- Guilty Time-poor
- Moderate Middle
- Sceptics
We found that households with different personas had different motivations for transitioning, and preferred different types of resources and tools.