Working Poor
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Characteristics:Hardly have time and money because of low income and difficult working conditions
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Potential role:Consumers
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Age:20 to 65 years
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Financial status:no money left
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Location:urban and rural areas
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Household size:1 to 5 people
Communication messages
Key messages to reach working poor
While many key messages apply to all target groups, there are also some special key messages that can help you get through to working poor.
✓ You can be part of an energy community without having to contribute financially.
✓ Participation is not complicated and takes little time.
Also among the general messages, especially these:
✓ Reduce your energy costs. It pays off to join an energy community.
✓ Become independent from global energy price increases.
✓ You can become an important part of change.
Avoid these messages
→ Statements that are too complicated to understand
→ Unclear information about the costs
→ Explanations implying that money and time are needed
About working poor
Financial payback versus environmental concerns
Due to low income and difficult working conditions, they may hold more than one job to make ends meet and have no money and time left for investments. They are mainly concerned about issues such as cost of living and affordable accommodation. Therefore, it is paramount to highlight that community energy projects can save them money (e.g. energy savings, additional small financial profits). In contrast, mentioning only environmental reasons is unlikely to motivate members of this group, as they have other, more pressing concerns in their daily lives.
Attitude towards green energy
This group is aware of the climate crisis in general, but does not think about it further because they cannot see any options to contribute themselves. However, through the participation in energy community projects they can be empowered to do their bit to protect the environment.
Open versus apprehensive towards new technology
They may never have thought of benefiting from new green technologies, assuming they were unaffordable for them. In addition, they are easily deterred by anything that seems too complicated because of their limited time.
Community spirit
Working poor might be socially excluded from some community activities that they cannot afford. However, that does not mean that they are not interested in participating in community activities in general. Community events with free goodies (food and drinks, children’s entertainment) are a good chance to approach them.
Challenges: Possible reasons for not taking part in energy communities/collective actions
→ Money worries
→ Perceived inability to participate/contribute
→ Knowledge gap about energy communities/collective actions
→ Feeling of being socially excluded
Touchpoints: How to come into contact with working poor
How do I reach working poor?
To see how to engage your audience, view our step-by-step guides and white label materials. To inform working poor specifically, these actions may help:
→ Personal outreach
→ Cooperation with discounters
→ Social media (e.g. Facebook or Instagram)
Where do I reach working poor?
→ Local/regional events and festivals
→ Community events with free goodies (food and drinks, children’s entertainment)
→ Discounters
→ Libraries
→ Solidarity markets
→ Job centres (possibly time for personal contact)
→ Transfer stations in the early morning (5:00-6:30); best via consumer-specific flyers during rush hour
→ Public parks at meal times
For detailed step-by-step guides on how to get in touch with this target group, see How to reach Consumers.