Unveiling consumer sentiments in the green revolution

In short

A leading Australian energy provider encountered challenges in validating the strategic direction of its green technology initiatives. The ambiguity surrounding terminology and varying sentiments across consumer segments raised concerns about effective communication and consumer alignment with its commitment to sustainable practices. The need to address consumer distrust, especially in segments facing financial stress, and the imperative to balance monetary and personal values in purchasing decisions posed significant business problems.

Client

Australian Energy Giant

Services

Focus Group
VideoAsk Qualitative Survey
User Research
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Methodology

38 participants engaged in responding to queries about key brand strategy terms and their considerations when choosing an energy provider. The participants, spanning various demographics and income levels, provided insights into sentiment variations, segment differentiations, and attitudes towards brand messaging.

Suggestions to uplift the brand strategy included:

• Highlight ways for consumers, especially those facing financial stress, to align with their values without incurring a premium.

• Develop targeted educational assets to address the limited context and understanding of strategic terms, particularly in the low socioeconomic demographics.

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