Solar Success: Harnessing Fear as the Key Driver in Purchase Decisions

Solar Success: Harnessing Fear as the Key Driver in Purchase Decisions

In the dynamic world of renewable energy, fear has again taken centre stage as Brits turn to solar and heat pump installations amidst the looming changes in government support for energy bills.

As we delve into the second half of 2023, a surge reminiscent of the summer of 2022 is gaining momentum.

Let’s break down the numbers and understand why fear is a powerful motivator in the energy market.

Record-Breaking Demand

The Microgeneration Certification Scheme (MCS) reports a record-breaking 122,155 homes completing certified installations of renewable energy technologies between January and July.

And the momentum isn’t slowing down; the forecast suggests that approximately 250,000 homes could complete installations by year-end.

Solar Takes the Spotlight

Home solar arrays, in particular, have witnessed a remarkable surge in popularity. Year-on-year installation numbers have soared by 62%, with more than 102,000 homes adopting solar solutions.

The total installed capacity of small-scale renewable energy installations in the UK, primarily solar, has now surpassed 4GW.

Batteries on the Rise

Interestingly, while most new solar arrays aren’t paired with batteries, 1,000 homes and businesses installed batteries in the first half of 2023.

The battery market is growing rapidly, recording record installation figures each month from January to June. Great for those looking to push their battery solutions.

Makes me again wonder, does Telsa see this data, hence the £350 off discount off Powerwall.

Energy Price Crisis Influence

The driving force behind this renewed interest in renewable energy is the ongoing energy price crisis. While wholesale prices are decreasing, a return to pre-crisis levels isn’t expected for several years.

The government’s plans for shielding homes from costs this winter following the expiration of the Energy Bill Support Scheme are still uncertain.

Safe to say, uncertainty for both business and customers isn’t great either.

Heat Pump Growth

In the realm of low-carbon heating, heat pumps have garnered significant interest among homeowners thanks to their potential for lower bills and reduced carbon emissions.

The Boiler Upgrade Scheme, offering grants of up to £6,000 in England and Wales (rising to £9,000 in Scotland), has encouraged nearly 18,000 homes and businesses to install heat pumps in the first half of the year.

Again, showcasing that customers are looking to transition to renewable energy. But perhaps need an incentive to do so.

Top tip: Use discounts and incentives on your ads to drive traffic to your landing page.

Room for Growth

While this growth is promising, MCS warns that there’s still a long way to go to meet the government’s target of installing 600,000 heat pumps per year by 2028.

To achieve this, a greater focus on reducing upfront costs and increasing the base of skilled low-carbon heat workers is needed.

Again, like fear, price will always be a factor, so make sure you research and you’re price competitive.

Retrofit Support

In parallel, the UK Government has allocated £20 million for retrofitting initiatives aimed at improving energy efficiency in homes.

These schemes will serve over 125,000 homes, targeting hard-to-reach and vulnerable households.

Initiatives include offering tailored advice on energy efficiency measures and setting up drop-in centres for discussing energy efficiency in accessible locations.

As the energy landscape continues to evolve, fear and uncertainty are driving Brits to make proactive choices for their energy future.

The solar and heat pump market’s resurgence is a testament to the power of fear as a motivating force in consumer decisions. With ongoing support and strategic planning, the transition to sustainable energy solutions is well underway.

All we need now if for businesses and customers alike to engage in meaningful conversations about how to utilise renewable energy as an investment for years to come.

Reference Article: Brits Fitting Solar and Heat Pumps as Government Prepares to Scale Back Bills Support

p.s big shoutout to Simon Youngman & Huskky Energy Ltd for allowing me to help with their marketing efforts and the use of this fantastic cover photo.

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