Energy is not present in a conscious way in consumers’ daily life!

Sunset in front of an industrial skyline with bridge and river. Good example for energy transition.

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Written by Leonor Ruiz (Soulsight); Photo by sterlinglanier Lanier on Unsplash

7 Takeaways from consumer- energy engagement research.

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:

 

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.

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.”

Distinction and personalisation giving them real-time interaction and control.

For seeking social, sustainable and economic impact, as neighbourhoods organise communities with a trigger on the place attachment.

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