Grandparents
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Characteristics:Are concerned about their grandchildren’s environmental and financial future
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Potential role:Consumers, increase awareness
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Age:60+ years
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Financial status:some money left
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Location:urban to rural
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Household size:1 to 2 people
Communication messages
Key messages to reach grandparents
While many key messages apply to all target groups, there are also some special key messages that can help you get through to grandparents:
✓ Increase the value of your own property by investing in green energy.
✓ You can be part of an energy community without having to contribute financially.
✓ Participation is not complicated and takes little time.
✓ Create something of value for yourself and your family.
✓ Each investment counts, anyone can invest.
✓ It is never too late to become active.
Avoid these messages
→ Statements that focus primarily on the financial aspect
→ Arguments that “push” too much and lead to aversion
About grandparents
Financial pay back versus concern for the environment
Grandparents are willing to become active and invest a small amount of money for environmental reasons. Their main motivation is to contribute to a better future for the forthcoming generations. Financial payback is not per se a motivation for them to take part in energy communities/collective actions. However, since they cannot afford to lose money, financial reliability and security of an energy community is an important aspect to consider in the communication. 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, both for the benefit of their grandchildren.
Attitude towards green energy
Grandparents do not necessarily have an opinion on green energy and energy efficiency. In case they have not yet taken action, they need to be activated and convinced that investing in sustainable energy solutions will help to save the planet for future generations (their grandchildren).
Open versus apprehensive towards new technology
Fears and concerns that some of them have regarding new technologies can hinder participation. At the same time, others may have a strong technical interest. As a result, when participating in energy communities, it should be possible for them to deal with the technical aspect or not have to deal with it at all. In any case, it should be emphasised that the joining is simple and does not require any expertise.
Community spirit
Grandparents’ motivation to join collective action could be driven by their position in a particular community or their close contact with neighbours and friends, particularly in rural areas. Therefore, pointing out different benefits for their region, their community and the future generation in the communication makes sense.
Challenges: Possible reasons for not taking part in energy communities/collective actions
→ Fear of change (e.g. change of energy contracts, etc.)
→ Feel it is too late in their lives to become active
→ Handing over responsibility to young people
→ Entire process of establishing energy communities perceived as too complicated
→ Disregard for the impact of small investments on the environment
→ Handing over responsibility to young people
→ Bad experiences with community projects
→ No trust in the person(s) driving the project forward
Touchpoints: How to come into contact with grandparents
How do I reach grandparents?
To see how to engage your audience, view our step-by-step guides and white label materials. To inform grandparents specifically, these actions may help:
→ Events
→ Coverage in newspapers
→ Flyers
Where do I reach grandparents?
→ Local/regional events
→ Local cafés/restaurants, regulars’ tables
→ Coffee parties
→ Sports activities for elderly participants
→ Seniors’ association
→ Senior’s clubs
→ Active retirement groups
→ Activities with their grandchildren
→ Cultural activities (theatre, opera, museums)
For detailed step-by-step guides on how to get in touch with this target group, see How to reach Consumers.
Last updated on September 14, 2022