It’s not just about money. People invest in home energy upgrades for a variety of reasons, including reconstruction after heavy storms. Our new report explores their motivations and unveils, based partly on a representative survey of nearly 2,000 homeowners, the best strategies for encouraging them to invest in energy efficiency.

People who invest in home energy upgrades want to save money on their utility bills, but they also want to improve their health, make their homes more comfortable, protect the environment, or mitigate climate change. In some cases, they are more likely to invest in upgrades when home energy assessors explain the nonfinancial benefits.

Our report, How to Talk About Home Energy Upgrades, shows that the framing of these messages matters. For example, the terms comfort or health may not motivate homeowners, but homeowners are motivated to get rid of cold drafts, remove mold, reduce allergy symptoms, and insulate against noise, among other issues.

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