Table 1 Community engagement. (Adapted from Meloche 2012)
From: Community Engagement, Customer Engagement, and Changes in Behavior
Category | Age | Gender | Home ownership | Origin | Income | % of Ontario population | Psychographic characteristics | Electricity conservation attitudes | Opportunity for community engagement | Challenge |
|---|---|---|---|---|---|---|---|---|---|---|
Bea lever, “conservation collaborator” | Mostly 35–54 years | Female skew | Three in four own their home | The highest percentage of south Asian | Second lowest household income | 23 | Early adopters of the latest technologies Enjoy fashionable life and the technology that comes with it Show goodwill toward brands, see their place in this world No deep community involvement but show compassion for others Most likely to say they think less of others who waste energy | High level of natural conservation. Personal priority – Even a personal challenge – To reduce usage in the home. Most likely to feel rewarded for efforts –lowest monthly bill. They see the big picture benefits –would use energy wisely without monetary savings | This segment found a way to make conservation a priority on a low budget. These people can be used in testimonials as conservation role models. Despite being a highly engaged segment, they are still looking for new and innovative ways to save | Giving them fresh and engaging information |
EarthaSustain, “conservation craver” | Not specified | Female decision-makers | The highest mixture of renters – One in five has no air conditioning | Highest percentage born outside Canada (1 in 3) More newcomers (1–10 years in Canada) | Lowest household income | 20 | Sustainability could be a personal priority Post-consumerists, value simplicity, cultural exploration Lead a “slower” lifestyle; do not follow the latest technologies Optimism – They feel that their community is equally committed to conservation without having any proof | 1/3 are doing a lot to conserve; the rest agree they could be doing more. Main concern – Impact of energy conservation on the environment; they want to see evidence of the payoff of efforts. They see value in the long-term payoff rather than being attracted to instant savings; also see quality of life as a payoff | Messaging around “fitting in” with the rest of the conserving community. And Ontarians should be appreciative of the availability of such a reliable source of energy. Make them champions of the culture of conservation | Not in control of many energy-using decisions; renters |
Flo Gowith, “fence sitter” | One in three under the age of 35 | Female-shared decision-making | Not specified | Highest percent of Chinese | Above-average household income Highest percent employed | 22 Largest families (3.2 people/household) | Rather follower than a leader Want to be appreciated Busy with her family and various commitments Can be a saver on principle to protect the financial sustainability of her family Focus on a family’s quality of life | Conserving is somewhat of a priority for this group; they are willing but need a push. They do claim to be doing several conservation behaviors but feel they could do a lot more. They also feel guilty for not doing more to conserve. They need to see more payoff; right now, it’s just a way to keep their bill from increasing | They are aware that they can do more and have the financial resources to do so. They feel guilty for not being more engaged so should be relatively easy to sway this group | Must target both decision-makers in the household. Busy lifestyle, hard to get their attention; benefits must be up front and obvious |
Simon Sayuz, “conservation-challenged” | Youngest phase (half under 35 years) | Slight male skew | Not specified | Not specified | Mostly educated – One of three is looking for work One in three unaware of electricity bill Live at home/rent with roommates (three people per a household) Predominantly urban | 19 | A feeling of belonging to their community and sense of social responsibility Their community is primarily internet-based (social media) Rejection of authority A desire to learn more, be a part of a decision-making Not necessarily proactive enough to join social movements | They do little to conserve right now but realize they could do a lot more. They don’t believe others in the province are committed to conservation either Most likely to agree that high electricity prices will keep usage in check; level playing field. Energy conservation is not on their radar; not a priority in their lives right now | Understanding of policies and issues; they know why conservation is important and understand why time-of-use categories are in place. But, not to the point where they will act on that knowledge (cognitive dissonance). This disconnect may ultimately cause them to act; or at least blog about it. The impact on future generations may also get their attention | Skepticism, cynicism, no financial consequences |
Don Wanna, “hard target” | The male skew-sole bill payer | Not specified | Not specified | 80 percent born in Canada; Caucasian English speakers | One in three household sizes of two people (empty nesters) | 16 | Resistant to new developments and do not follow authorities Want to live an easy life; prefer their own ways Enjoy happiness with his carefully chosen social circle Skeptical of corporations but believes in government | They are not conserving; do not believe they should be doing more; not interested in setting an example for others Don’t see a payoff. They feel if they were to do more to conserve electricity, it would have little impact on their bill. When it comes to conservation, they feel they are being told what to do rather than given a choice. Ironically, they are most likely to say they conserve unconsciously, likely because these are automatic actions that are not an imposition | Supportive of public policy and the public sector. An educational campaign around home comfort might get the attention of some people in this segment, as long as the actions will not be a personal imposition | Low level of interest; satisfied with life the way it is. Don’t see personal rewards associated with behavior change |