In last week’s post, we explored the importance of starting with the basics, what energy efficiency is, and why people should care. However, knowing what to say is only half the battle. If we want energy efficiency messaging to resonate, we have to consider who we’re speaking to. Different audiences have different needs, motivations, and frustrations, and our messaging needs to reflect that.

Be Curious:

Energy efficiency isn’t a one-size-fits-all concept. What resonates with a homeowner may not connect with a renter, small business owner, or contractor. That’s why understanding your audience is the key to making any message stick.

Communications professionals stress the importance of starting with simple, grounded questions:

“What behavior are we asking them to change, and what’s in it for them? Is it about cost savings, environmental impacts, comfort, control, or something else entirely?” said a representative from West Cary Group.

The answers to these questions can shift dramatically depending on the audience. Contractors and installers, for example, are on the front lines of bringing energy efficiency technologies into homes and businesses. Messaging for them should highlight opportunities for professional growth, available training, financial incentives, and how offering energy-efficient solutions can help them stand out in a competitive market. Meanwhile, low-income renters may feel they have limited control over their energy use. But with the right approach, messaging can make them aware of rebates, tax credits, or community programs that can directly lower their bills and improve comfort, at little or no cost. In both cases, tailoring the message to the audience’s unique circumstances makes engagement and action much more likely. 

Once these foundational questions are answered, the next step is developing insights that shape the entire communication strategy. 

West Cary Group recommends using a strategic brief that incorporates four core elements:

A deep human truth: What do people believe or feel about the topic, often beneath the surface?

Example: “I’m tired of being targeted and everything feels like a sales pitch, not something that’s actually for me.”

The tension: What’s the barrier or contradiction keeping them from acting?

Example: They distrust utility or government programs that promise benefits but feel like marketing spin.

A fresh idea: What’s a motivating angle that reframes the topic and opens the door for action?

Example: This isn’t a pitch, it’s an opportunity you already paid into.

The solution: What role does the campaign play in shifting perception or behavior?

Example: Frame energy efficiency programs as a benefit customers have earned and highlight real testimonials or neighbor-led stories to shift the tone from promotion to empowerment. At its core, effective messaging isn’t about convincing people; it’s about connecting with them. By starting with the audience’s lived experience, acknowledging their skepticism, and offering clear, personal benefits, energy efficiency becomes a real solution and less of a technical buzzword. 

Next week, we’ll explore how timing and delivery can make or break a message. Even the best crafted message can fall flat if it arrives at the wrong moment. We’ll dive into how strategic timing and multi-channel delivery can help ensure your message lands when your audience is most ready to listen.