Prosumers are both producers and consumers of (renewable) energy. The progress in technologies like photovoltaics offers private persons and companies the chance of producing electrical energy themselves. Prosumers are active members at the heart of the energy transition: instead of just using energy like consumers do, they also produce it with their own generation plants. They act as role models and pioneers when it comes to green energy and play a crucial role in transforming the energy market.
What is the purpose of this communication strategy?
This section gives you guidance on how to motivate people to produce renewable energy themselves, consume it, and share surplus energy with neighbours in your energy community – regardless ofwhether they already have power generation plants or the means to build them. It helps you identify potential prosumers in your area and reach them with suitable messages through various communication activities.
Keep in mind: investors, consumers, and multipliers can later become prosumers.
Target audience – who are you communicating with?
In order to reach and convince people, it is important to put yourself in the position of the group – i.e. understand their views and priorities – before making contact. The following target audiences can be seen as exemplary representations of who might be a prosumer. You can find the key characteristics of these groups below.
Established families
are ready for new, exciting projects; have time resources and some extra budget available. Read more
Those who live in a single-family house usually own it and can freely decide how to use the roof space. Unlike single-family houses, residents of apartment buildings share a roof space.
Municipalities
aim to run a good budget, strengthen the region and act as pioneers; can access funding and enable citizen participation. Read more
Associations and NGOs
are trustworthy and well connected in the community; have very strong community spirit and unused resources (e.g. roof). Read more
Traditional farmers
strive for high production volumes and sales profits; are not necessarily aware of the necessity of green energy, but want a secure return on investment. Read more
Organic farmers
have a pro-green attitude & an appreciation for their local community to which they want to contribute; are aware of the consequences of climate change. Read more
Think about it: Who is most likely suitable to become a prosumer in your energy community? Have a look at the full profiles and learn more about your target groups!
Benefits – how do the target audiences profit from participating?
Different target groups can be convinced of the value of energy communities with different arguments. These arguments are based on the specific benefits that can be gained by the group.
Private households are a very heterogeneous group; some benefits may be more important to special target groups than to others. For details on your specific target group, see profiles.
✓ Financial incentives, like a safe and green investment in the future, greater energy independence/self-sufficiency
✓ Regional value creation (e.g. job creation)
✓ Clear conscience
For homeowners specifically:
✓ Value increase of their property
Municipalities:
✓ Regional added value
✓ Image building
✓ Energy independence
✓ Strengthening of community cohesion
✓ Financing through citizen participation
✓ Easier access to funding
✓ Role model function
Associations and NGOs:
✓ Regional value creation and cohesion
✓ Additional members due to improved image
Traditional farmers:
✓ Commercial exploitation of unused resources
Organic farmers:
✓ Commercial exploitation of unused resources
✓ Image building and advertising
SMEs:
✓ Advertising
✓ Financial incentives
✓ Greater independence from price fluctuations on the market
✓ Optimisation of self-consumption