Silver Investors
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Characteristics:Have money left to invest in new projects
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Potential role:Prosumers, Investors
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Age:60+ years
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Financial status:Much 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 silver investors
While many key messages apply to all target groups, there are also some special key messages that may help you get through to silver investors:
✓ Your investment pays off; you can expect a secure return on your investment.
✓ Place a safe and green investment.
✓ Increase the value of your own property by investing in green energy.
Avoid these messages
→ Patronising statements
→ Ecological arguments: not necessarily to be avoided, but of lesser importance
About silver investors
Financial payback versus environmental concerns
Silver investors want to make smart financial investments in order to secure a steady payback and participate in an attractive form of cost sharing. Their main motivation to invest are stable assets and preferably financial gain. Ecological issues on the other hand play a secondary role for them. Reliability and, in the best case, a good return should therefore be at the centre of communication measures on investments.
Attitude towards green energy
Silver investors´ motivation to invest is not necessarily the funding of green energy or energy efficiency measures. These do not need to be explained in detail in information materials.
Open versus apprehensive towards new technology
The group is not homogeneous in terms of technical interest: some are afraid of new technologies and others want to know every detail about them. As a result, when participating in energy communities, it should be possible for them to deal with the technical aspect or not have to deal with it at all. In any case, it should be emphasised that the process to join is simple and does not require any expertise.
Community spirit
Silver investors’ motivation to invest is not necessarily driven by their place in a particular community. However, pointing out the (financial) benefits for the region and the community at large could be a deciding factor for them to invest. Furthermore, the social recognition they would receive by investing in a green future project may be another important reward for this target group.
Challenges: Possible reasons for not taking part in energy communities/collective actions
→ Fear of change (e.g. change of energy contracts, etc.)
→ More focus on investment opportunity than on interacting with others
→ Switching to a renewable energy source not relevant
→ Entire process of establishing an energy community perceived as too complicated
→ Bad experiences with community projects
→ No trust in the person(s) driving the project forward
Touchpoints: How to come into contact with silver investors
How do I reach silver investors?
To see how to engage your audience, view our communication activities and white label materials. To inform silver investors specifically, these actions may help:
→ Personal outreach
→ Coverage in newspapers
→ Flyers
Where do I reach silver investors?
→ Local/regional events
→ Organic and farmer’s markets
→ Sports activities for elderly participants
→ Seniors’ associations
→ Seniors‘ clubs
→ Active retirement groups
→ Regulars’ tables
→ Coffee parties
→ Cultural activities (theatre, opera, museums)
For detailed step-by-step guides on how to get in touch with this target group, see How to reach Prosumers and How to reach Investors.
Last updated on September 14, 2022