Who are Hard-to-Reach energy users? Segments, barriers and approaches to engage them

Energy efficiency (EE) program administrators and policy makers have long encouraged the adoption of efficient technologies and conservation practices across all energy users and sectors. Energy users who haven’t yet participated in efficiency and conservation programs despite ongoing outreach are often referred to as “Hard-to-Reach” (HTR). These individuals or organizations can include, for instance, low income or rural audiences on the residential side and small businesses or building operators on the commercial side. More effectively engaging underserved and HTR audiences is key to ensuring everyone benefits equitably from efficiency and conservation interventions. In June 2019, energy efficiency, behavior change and HTR researchers, practitioners, and policy makers from five countries embarked on a 3-year project in partnership with the UserCentred Energy Systems Technology Collaboration Programme (Users TCP) by the International Energy Agency (IEA). The purpose of this effort is to characterize the diverse audience segments commonly referred to as HTR and to uncover the barriers and behavioral opportunities to more effectively engage them. This paper describes the first of these efforts. We have synthesized data from a global survey (N=110) and stakeholder interviews with 40+ energy efficiency experts striving to better understand and engage HTR in their respective countries. This paper provides initial insights from this data into how HTR energy users are defined across the world and which segments have been prioritized globally for focused outreach. The overarching goal is to use a standardized research process to inform and improve how energy efficiency, behavior change, and demand response programs targeting specific HTR audiences are designed, implemented and evaluated.