Double Income, No Kids (DINKs)

Financial payback versus environmental concerns

DINKs have the time to think about increasing their wealth and protecting the climate, and the means to do so. Using their financial capacities to invest in green energy, therefore, kills two birds with one stone. Reliability and, in the best case, a good return should be at the centre of communication measures on investments. In addition, it is worth stressing that joining projects is a helpful contribution to climate protection as is conveying that installing photovoltaic (PV) modules, for example, increases the value of their own house.

Attitude towards green energy

DINKs are interested in green energy and sustainability. They may have some knowledge in this regard and already invest in green energy projects (e.g. PV on their roof if they are homeowners).

Open versus apprehensive towards new technology

They are usually open to new technologies since they can afford to follow new trends, which is why communication materials should offer them the possibility to learn about the technicalities of energy communities if needed, without getting lost in details.

Community spirit

DINKs already have experience in community activities in general because their free time allows them to pursue various hobbies (sports clubs, etc.). Therefore, they can be easily motivated to contribute and give back to the community. Social recognition for doing their bit could be an added value.

How do I reach DINKs?

To see how to engage your audience, view our step-by-step guides and white label materials. To inform DINKs specifically, these actions may help:

→  Flyers

→  Social media (e.g. Facebook or LinkedIn)

→  Coverage in newspapers or on the radio

Where do I reach DINKs?

→  Local/regional events

→  Cultural activities (e.g. theatre, museum)

→  Clubs and sports centres

→  Sports shops

→  Organic and farmer’s markets