Households With Spare Time
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Characteristics:Have time but only a very limited budget available; are community-spirited
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Potential role:Consumers
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Age:30 to 50 years
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Financial status:no money left
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Location:urban and rural areas
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Household size:1 to 2 people
Communication messages
Key messages to reach households with spare time
While many key messages apply to all target groups, there are also some special key messages that can help you get through to households with spare time.
✓ You can be part of an energy community without having to contribute financially.
✓ The time you spend on the project is time spent on climate protection.
Also among the general messages, especially these:
✓ Become independent from global energy price increases.
✓ You can become an important part of change.
✓ Reduce your energy costs. It pays off to join an energy community.
✓ Create sustainable jobs in your region.
Avoid these messages
→ Statements that are too complicated to understand
→ Unclear information about the costs
About households with spare time
Financial payback versus environmental concerns
Due to their difficult financial situation, any kind of financial benefit is interesting for this group. Solely environmental reasons will probably not motivate this group as they have other, more pressing concerns in their everyday lives.
Attitude towards green energy
This group may be aware of the climate crisis in general and green energy in particular, but do not think about it further, because they cannot see any options for their own contribution. Communication materials should make them realise that despite their lack of money, they too can act for the good of both the environment and the community through the participation in energy community projects.
Open versus apprehensive towards new technology
They probably are not very interested in new technologies because they cannot afford them. Information about participation in energy communities, therefore, does not need to explain technical issues in detail, but offer possibilities to explore them if necessary.
Community spirit
Due to their time availability, they are already active in local associations and projects or can be more easily convinced to do so in the future. For these reasons, the group is open to projects in community energy that give them the opportunity to meet like-minded people, make new contacts and help the community grow.
Challenges: Possible reasons for not taking part in energy communities/collective actions
→ Lack of motivation to invest their time in additional initiatives
Touchpoints: How to come into contact with households with spare time
How do I reach households with spare time?
To see how to engage your audience, view our communication activities and white label materials. To inform households with spare time specifically, these actions may help:
→ Social media (e.g. Facebook or Instagram)
→ Flyers
→ Coverage in local newspapers or on the radio
Where do I reach households with spare time?
→ Club/association events
→ Local/regional events
→ Cultural activities (e.g. theatre)
→ Clubs (e.g. sports, biking, hiking, music)
→ Discounters (depending on income)
→ Social markets
→ Doctor’s offices
→ Municipal offices
For detailed step-by-step guides on how to get in touch with this target group, see How to reach Consumers.