When a better, cleaner, cheaper, renewable energy solution arrives, why doesn’t everyone jump on board?

Renewable energy is growing at a record pace.

Solar energy maintains an average year-over-year growth rate of 68%. Forty-one states have utility-scale wind projects, and renewable energy has produced more jobs in the power generation sector in recent years than oil, coal and natural gas combined. But renewables still account for a fraction of total energy generation and remain regionally focused with fragmented supply chains.

There is broad appeal for reducing environmental impact.

Research shows a majority of adults in every congressional district across the United States support regulations like limits on carbon dioxide emissions from coal power plants, a 20% renewable power mandate for state utilities, and the regulation of carbon dioxide as a pollutant, according to a study from the Yale Program on Climate Communication.

Yet there is a barrier to adopting energy-efficient products and services.

Reducing environmental impact is a core value, but understanding how to ‘plug in’ is unclear. Smart technologies are helping consumers manage water, reduce their carbon footprint and even recycle their food waste for compost. However, there are challenges with change. The price/value equation is elusive, distribution is uneven and the commitment across the related supply chains are sporadic, all of which raise doubts and delay engagement.

Audiences still want to buy and with good reason.

Investors can see rapid growth and untapped opportunity while businesses eye cost savings and alignment with those motivated to protect the environment. This momentum builds as consumers confront health concerns related to poisoned water, polluted food supply and exposure to other toxins in the environment. But even for the most motivated consumer, supplier or investor, habits are hard to break and even harder when uncertainty remains about where to buy and how much to pay or invest.

Consider building an information framework.

An information framework helps address specific emotional and intellectual perspectives people have to encourage transition to a new point of view or behavior. Adoption and investment has been hindered by the lack of transparent framework that could help audiences understand how to build, buy and invest in renewable energy. The rate of engagement will remain incremental until these audiences can view the whole system and understand how renewable energy and sustainable products are designed, valued, distributed and monitored.

Support the customer journey with empathy-based communications.

To transform legacy systems and accelerate market transformation, communications need to be fully integrated across audiences and throughout the customer’s journey of adoption. One way to achieve that is to map out unique audience perspectives, focusing on their transitional mindset.

Craft experiences and communications that will accelerate audience transition across the continuum. This can meet business goals while helping audience members evolve with the industry. Brands, communities, advocates and consumers are ready for the positive changes renewable and sustainable products deliver. Take the time to map out communication and innovation strategies that guide audiences through transition. It can accelerate adoption, save costs and fuel growth.