Powering the Future Study
According to the EPA Emissions Inventory, 42% of the U.S.’s energy-related emissions that negatively contribute to climate change come from our homes and vehicles. This presents an historic opportunity—a rare case where there are existing solutions on the scale of the problem we face. In other words, we have a momentous opportunity to take personal actions that can lead to positive changes for our families, our communities, our health and wellbeing, and our planet. The challenge, however, lies in persuading homeowners to embrace the all-electric, energy-efficient future … and actually make the switch.
ACRI partnered with Rewiring America to conduct a mixed-methods research study to understand the knowledge, attitudes, and behaviors of U.S. homeowners on electrification (the process of going electric), and test key messages for future campaigns aimed at motivating them to switch from fossil fuel-powered appliances to those run by electricity.
More Key Findings From The Study
- When presented with the concept of going electric, U.S. homeowners are familiar with the concept,
- with the majority saying they’re open to considering and/or replacing fossil fuel appliances with energy efficient electric ones in the future.
- When looking to upgrade/replace appliances and when considering going electric, price is the most important consideration for homeowners,
- followed by energy efficiency. Safety and performance are also key factors in the decision-making process. On their own, rebates are not enough to persuade a purchase.
- Price, compatibility (with their home’s current setup), and perceptions of poorer performance are the primary barriers to switching to electric.
- Homeowners are also skeptical of the power grids supporting these efforts, and how the government will implement incentives to support electrification.
- Environmental benefits aren’t a key driver of the consideration process.
- Homeowners understand that energy efficiency is tied to creating a sustainable future for the next generation, but it wasn’t a powerful motivating factor.
- Messaging that seeks to persuade homeowners to switch to electric should include:
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The amount of money electric appliances will save households in the long run.
Tangible benefits of how electric appliances will improve their home, both in return on investment and in daily living.
What’s involved in transitioning their home and/or appliances to electric. - Homeowners would most want to hear tested messages about going electric from:
- utility companies, friends/family, or industry professionals.
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Wildfire Prevention
Smokey’s message remains relevant today, as nearly nine out of ten wildfires nationwide are caused by humans and can be prevented. Whether we’re passing the time in public lands or in our own backyards, we all have a role to play in protecting our safe places by acting responsibly and doing our part to help prevent wildfires.
For more information on wildfire prevention, visit SmokeyBear.com.
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