Determining the Best Practices for Removing Barriers to LED Adoption Faced by Underserved Communities
Underserved communities disproportionately face barriers that prevent them from adopting energy efficient technology. This study investigated how to remove barriers to create equitable access to the benefits of energy efficient technology. My role focused on creating marketing materials to increase residential LED light bulb adoption within underserved households across King County. To learn the best marketing strategies for removing barriers, I reviewed gray literature, read peer reviewed case studies and conducted key informant interviews. Results demonstrated Community Based Social Marketing (CBSM), a sustainable behavior change framework, to be the best model for removing barriers to sustainable behaviors.
“WHY I DID IT”
Climate change is the single biggest threat to humanity. Globally, electricity and heat production account for the largest percentage of greenhouse gas (GHG) emissions due to reliance on non-renewable fuels. Thus, combatting GHG emissions requires less and more efficient use of energy. However, residential energy efficiency is often only accessible to households who are aware of technologies, can afford them and know where to find them. Such households can reduce their GHG emissions and electricity costs, while underserved households commonly operate on outdated technology and pay higher electricity costs as a result. Therefore, it is critical that marketing campaigns focused on energy efficiency, such as King County’s new campaign for residential LED adoption by 2023, address barriers tied to energy efficiency, from personal habits to technology adoption. Climate change already disproportionately affects underserved communities. Residential energy efficiency is an opportunity to increase climate resilience not only within underserved households, but King County as a region.
“HOW I DID IT”
With the support of Tania Busch Isaksen, who is well versed in climate communication among underserved communities, I researched marketing strategies for sustainable energy behavior change. Gray literature and peer reviewed case studies directed me to community based social marketing (CBSM), a five-step behavior change framework that involves (1) Selecting a targeted behavior, (2) Identifying barriers and benefits, (3) Developing a strategy that utilizes behavior change tools, (4) Piloting, and (5) Implementation and evaluation. I followed this framework to develop marketing materials to encourage LED adoption within underserved King County households. Existing research presented the common barriers and benefits. Next, I needed to develop a strategy, which led me to interview stakeholders in the energy and housing sectors to understand how they approached energy efficient marketing. I used research and interviewee data to guide my creation of residential LED marketing materials and a work plan.
“WHAT I DISCOVERED”
Interviewees in the energy and housing sectors approached energy efficient marketing differently, as their work targeted different demographics and behaviors. Yet, they all emphasized the importance of addressing energy behavior change on the community scale rather than county. As a result of interviews, I discovered that LEDs could not be successfully marketed on a broad scale because underserved communities faced varying barriers. Such barriers included cost, knowledge, language, accessibility and housing type. This made it challenging to develop one set of marketing materials. So, after drafting materials I created something of greater value: an LED by ’23 work plan for King County. Based on the work plan, draft materials will be tested with various local non-profit organizations during fall of 2018 and winter 2019. After the barriers and benefits of LED adoption have been identified for individual communities, materials will be co-edited, translated and tested within larger communities.
“WHAT I LEARNED”
- To identify data gaps within existing research and opportunities for filling them
- To recognize systemic inequalities that impede systematic progress
- To create and regulate my own work schedule
- To assume the role of community based social marketing expert within my team
- To transform an idea into a working action-plan that King County could employ when further implementing LED by ‘23
- To professionally communicate my work through multiple channels including email, phone, presentation and written documentation
Climate change is forcing sustainable, systemic shifts in behaviors to increase community resilience to its affects. Currently, there are many barriers to sustainability for underserved communities. It is vital those barriers be removed through behavior change frameworks, ensuring all communities have equitable opportunity to endure climate change.