One of the global goals is the transition of all countries to renewable or “clean” energy. Decarbonization has been one of the most mentioned words in international forums in recent years. However, decarbonisation is complex as it involves changes in many sectors, investment, and all actors’ cooperation. So the participation of users in energy markets is essential to combat climate change.
For this reason, in-depth research in 4 countries was conducted by Soulsight in collaboration with the Universidad Pontificia de Comillas. The purpose was to discover the relationship users have with energy. It also analysed the different contexts in which transition to renewable energies is happening and how the end-user can be part of it.
ReDREAM consumer engagement research has investigated inner motivations for consumers to join the energy transition. In this article, we present the main takeaways from the research:
#1: Energy is not present in a conscious way in consumers’ daily life. On one side, it has always been a commodity. On another side, it has a grade of abstraction that makes it difficult to visualise it. Therefore, a materialisation of energy in user interactions is essential for users to relate to it.
#2: Trust in the energy sector must be restored and developed for users to engage and participate in energy production and new interaction methods. As Michener (1998, in Alvial-Palavicino et al., 2011) says: “Community engagement should seek genuine participation, that is, one that encourages empowerment and cooperation, in contrast to pseudo participation that promotes welfarism and domestication.”
#3: Community engagement must be driven by consumer archetypes distinction and personalisation (giving them real-time interaction and control).
#4: Common goals (more than the competition) will drive participation and engagement for seeking social, sustainable and economic impact, as neighbourhoods organise communities with a trigger on the place attachment.
#5: Legal framework, government and institutions support must facilitate and decentralise energy production and commercialisation so that participation and energy communities start to arise.
#6: Triggers for real consumer engagement rely on community interaction, transparency, education (discoverability) and simplicity. Interface design should take them into account.
#7: Real-time feedback is essential to iterate and create a positive feedback loop without damaging trust and engagement.
Leonor Ruiz
Estrategia e innovación en Soulsight