Why Energy Efficiency?

The Virginia Energy Efficiency Council lives and breathes energy efficiency; however, we recognise that it is a subject most people are not familiar with. Acknowledging this communication gap, the VAEEC  is exploring how to best discuss and promote energy efficiency. To guide this work, we interviewed local public relations firms and communications professionals for our June blog series: Effective Communication, Efficient Energy. Each post will build upon the last, sharing key insights, guiding principles, and best practices for communicating a complex topic like energy efficiency to a broad audience.

The What and the Why

When introducing a topic most people aren’t already familiar with, it’s important to start with the basics: What is it, and why should your audience care? Energy efficiency advocates are passionate and informed, but the general public? Not always. SEO data backs this up; most people don’t seek out energy efficiency information until something happens to them, like a surprise high electric bill or the dreaded HVAC breakdown.

“People search for energy efficiency opportunities in a reactive state of mind,” said Rad Tollet from Brand Federation.

So, how do we take that knowledge and run with it?

Communication professionals recommend that we anticipate those pain points and promote energy efficiency programs, resources, and messaging right before peak moments, like the start of summer or winter, when bills often spike. Then we tailor the message to reflect what our audience cares about: saving money. If we want people to see the value of energy efficiency, we have to show it through real-life examples of how it impacts people just like them. Not in abstract numbers or policy jargon, but in stories that reflect their day-to-day realities and frustrations.

This kind of storytelling is strategy, and it’s the foundation of the most effective messaging in the energy world today.

That’s why effective energy efficiency messaging often starts with a simple premise: “This helps people just like you.” Instead of focusing on the technical benefits or environmental impact, though those matter too, we lead with how it can make a difference in someone’s daily life. 

“We always start by reframing the message from the reader’s point of view, what would make this feel relevant or actionable?” said a representative from the West Cary Group.

Maybe it’s a single mom who cut her energy bill in half after a home weatherization project. Or a retiree who avoided a costly HVAC replacement thanks to a free energy audit. These kinds of stories show that energy efficiency isn’t just a policy buzzword; it’s a way to save money, reduce stress, and make homes more comfortable and resilient. When people see themselves reflected in the message, they’re more likely to trust it. They’re more likely to take action, and most importantly, they begin to understand that energy efficiency isn’t something abstract or out of reach; it’s a tool that can improve their quality of life, right now. 

Several communication professionals recommended searching for and promoting success stories to demonstrate that energy efficiency programs can and will save you money. By highlighting the human impact, we can see how these programs help people save, shifting energy efficiency from an abstract concept to an everyday solution. The Virginia Energy Efficiency Council launched its Energizing Efficiency Campaign in 2023 to do exactly that. By uplifting success stories across the Commonwealth, we hope to enlighten our audience to the numerous benefits of energy efficiency. Applications are currently open and will close on August 4th, 2025. Click here to submit your success story! 

But knowing what to say is only half the challenge. Next week, we’ll dive into who you’re speaking to and how to shape your message so it resonates. From renters and homeowners to business owners and community leaders, energy efficiency messaging is most effective when it meets people where they are.