Established Families
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Characteristics:Are ready for new, exciting projects; have time resources and some extra budget available
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Potential role:Prosumers, Investors
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Age:45 to 55 years
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Financial status:some money left
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Location:urban and rural areas
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Household size:3 to 5 people
Communication messages
Key messages to reach established families
While many key messages apply to all target groups, there are also some special key messages that can help you get through to established families.
✓ Your investment pays off; you can expect a secure return on your investment.
✓ Place a safe and green investment.
✓ Increase the value of your own property by investing in green energy.
✓ Create something of value for yourself and your family.
Avoid these messages
→ Unclear information about costs
→ Information that is too complicated to understand
→ Environmental arguments: not necessarily to be avoided, but of lesser importance
→ Patronising statements
About established middle-aged families
Financial payback versus environmental concerns
Established families have some funds left over to invest in safe, long-term projects that bring added value for them and the region. The investment should therefore be presented as a new project opportunity that saves costs, generates additional profit and raises their comfort and living standards. Ecological matters are definitely of interest to them and is to be addressed as well.
Attitude towards green energy
This group could be described as moderately “green” and quite committed to doing their part for the energy transition. However, their knowledge of how exactly they can fulfil this role and how renewable energy can benefit them is less pronounced. All this is a chance for energy community projects to gain their support, not least by providing detailed instructions for participation and using some form of social pressure (e.g. through social comparison) to influence their decision.
Open versus apprehensive towards new technology
Since this group prefers to enjoy comfort rather than pore over technical complexities, information about technologies should be kept to a minimum.
Community spirit
Established families have experience with community activities in general due to different hobbies of their children (sports clubs, etc.). They usually aspire to become role models and set a good example for their children. Therefore, emphasising participation in a collective energy project as a means to act as good parents and valuable members of the community can bring them to join.
Challenges: Possible reasons for not taking part in energy communities/collective actions
→ Already busy with other new projects
→ Investment considered less attractive from a financial point of view
Touchpoints: How to come into contact with established families
How do I reach established families?
To see how to engage your audience, view our step-by-step guides and white label materials. To inform established families specifically, these actions may help:
→ Flyers
→ Social media (e.g. Facebook or LinkedIn)
→ Municipal/local/regional news (radio or newspapers)
Where do I reach middle-aged families?
→ Local/regional events
→ Public transport stations (before and after work)
→ Supermarkets and food stands (around dinnertime)
→ Cultural activities (e.g. theatre, museum)
→ Clubs (e.g. sports, biking, hiking, surfing, music)
For detailed step-by-step guides on how to get in touch with this target group, see How to reach Investors and How to reach Prosumers.