Thursday, 14 February 2013

Green deal: 61% of public have not heard of energy efficiency scheme


The government's flagship energy efficiency scheme the Green Deal has "cut through" to large numbers of the public, despite the fact almost two-thirds of people remain unaware of the initiative.

That is the conclusion of a YouGov poll commissioned by the Behaviour Change social enterprise and undertaken the week after the launch of the Green Deal.

The survey of over 1,960 adults found that 39 per cent of people had heard of the scheme, which allows households and businesses to undertake energy efficiency improvements at no upfront cost. Awareness was highest among men and those aged over 60, with both demographics boasting an awareness rate of around 50 per cent.

Speaking to BusinessGreen, David Hall, executive director of Behaviour Change, said the results represented an "encouraging start" for the scheme.

"From a marketing perspective having over a third of the public aware of a new product or service within a week of its launch is a very creditable performance," he said, adding that the poll provided evidence that the government's £2.9m communications campaign was achieving a degree of success.

His comments were echoed by Ian Cheshire, chief executive of Kingfisher and chair of the Green Switchover project, an industry-backed initiative that aims to determine the most effective means of improving consumer engagement with energy efficiency improvements.

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