New Years resolutions on environment action are too passive for where we stand today: combating an existential battle that is currently well underway. The 2021 United Nations Report on Climate Change duplicated the clarion call from its last report with even greater seriousness: We are rapidly running out of time to limit global warming beyond 1.5 degrees Celsius over pre-industrial levels.
As 2022 begins, solar business face challenges on lots of fronts: COVID has yet to loosen its grip, and supply chain restraints continue to vex the industry as record-breaking winter season storms blanket parts of the U.S., including important transportation paths. When youre dealing with such immediate concerns, the environment crisis may seem like a remote hazard. The truth is, your consumers are experiencing a rising sense that environment change is here to remain, and theyre frustrated with the absence of a thorough, coherent reaction strategy from both the public and private sector.
This is where a strong marketing project can be found in– one that connects the reality of environment change with similarly genuine, actionable options such as rooftop solar power, electrical cars and battery storage.
Image by Markus Spiske/Unsplash
Lets begin with fortunately: Public assistance for climate options is growing.
American attitudes on climate have been altering, according to Climate Change in the American Mind (CCAM), a research study conducted twice annual from 2008 through 2020 by the Yale Program for Climate Change Communication in association with George Mason University.
Americans who think global warming is occurring outnumber those who do not by an element of four to one.
Climate Change in the American Mind, March 2021
While geographical distinctions in opinion do exist, Americans are, by and big, getting up to the truths of climate modification. A bulk of Americans (64%) say they are at least “rather anxious” about environment modification. One in 4 Americans state they are “very worried.”
And perhaps most substantially, 2 out of three Americans (64%) now feel an individual sense of obligation to help in reducing worldwide warming, according to scientists.
Now more than ever, Americans are prepared to eliminate climate modification with services that they can personally control.
Going Local: What Do Climate Attitudes Look Like Where You Live?
Its all well and great to look at national popular opinion, but when it pertains to American customer behavior, location matters. The Yale Public Opinion Maps offer details on the distinctions in popular opinion down to each state, county and even Congressional district. (For a much deeper dive on how American views and actions vary by sociodemographic and political aspects, have a look at the CCAM Explorer tool.).
For those in the company of marketing clean energy services, Yales Six Americas tool (very first developed in 2008, progressed yearly ever since) sections the American public into six audiences that each react to the issue of environment modification in their own special methods:
The truth is, your consumers are experiencing an increasing sense that environment modification is here to remain, and theyre annoyed with the lack of a comprehensive, meaningful reaction strategy from both the public and private sector.
While geographical distinctions in viewpoint do exist, Americans are, by and large, waking up to the realities of environment modification. The developing attitudes of Americans towards environment recommend that an environment service message might likewise play well. When 55% of the public is either “alarmed” or “worried” about climate modification, it begs the question: Are you providing your message in the most compelling way to every sector of your audience?
One method to check is to utilize the Six Americas Super Short Survey as a barometer on where your audience stands on environment.
Over the years, the proportion of the public that falls under the “Alarmed” classification has actually increased– from 17% in 2008 to 26% today, while the number who are “Disengaged” has actually reduced. Plainly we are seeing the rise of a more climate-active public, as you can see from the chart below:.
Global Warmings Six Americas is an audience segmentation tool created to help people much better comprehend their own environment views as well as others.
Moving from Climate Alarm to Adoption of Climate Solutions.
At the heart of the climate action motion is the requirement to equate the rising concern over the climate crisis into actionable services.
Significantly, researchers mention that while the “Alarmed” classification of participants are convinced global warming is genuine and support strong climate policies, they do not have a similarly strong understanding of what they or others can do to resolve the problem.
This is why its so essential to advance a solutions-based message to the environment crisis.
Up until now, solar marketing campaigns have focused mostly on the monetary advantages of solar– and its been an effective strategy with a specific group. But the progressing mindsets of Americans towards climate suggest that an environment solution message might likewise play well. When 55% of the general public is either “alarmed” or “concerned” about environment change, it pleads the question: Are you providing your message in the most engaging method to every sector of your audience?
One way to check is to utilize the Six Americas Super Short Survey as a barometer on where your audience stands on environment. With four basic questions you can section your audience into actionable classifications. You can even gamify the tool with landing pages that help you additional segment your audience with crucial demographics.
All of this is to assist you better comprehend your clients and prospects so that you can create the content theyre interested in– and the options they are progressively focused on embracing.
To find out more on how to better segment your audience and make climate action an essential part of your 2022 marketing method, connect to us at Clean Power Marketing Group
by Nancy Edwards, Managing PartnerClean Power Marketing Group.