The Energy Savings Trust has blamed poorly targeted direct mail and cold calls for consumers’ low take-up of energy efficiency measures, such as the Government-backed Green Deal.
According to the non-profit organisation – itself funded mostly by the Government – a third of households in the UK are receiving “irrelevant” marketing information everyday and 80% are receiving them at least once a week.
It stresses firms should target consumers “more accurately” to encourage take-up and avoid the “spray and pray” approach.
A survey of more than 2,000 households found there is high demand for energy efficiency measures despite one in five homeowners “confused” about what to buy.
EST chief executive Philip Sellwood said: “There’s clearly a market out there for green measures but the key to selling them effectively is targeting, targeting, targeting.
“Catching homeowners at the right time with the right energy efficiency measure for their home has always been crucial for businesses and will continue to be the case under Green Deal. This will not only build consumer trust through sending information relevant to them but also save businesses money through more efficient marketing.”
The advice from EST comes after the Office of Fair Trading (OFT) wrote to more than 50 businesses involved in double-glazing, insulation and solar panel installations, asking them to ensure they are providing “consistently good standards” to consumers in a bid to raise them across the energy efficiency sector.
