The Sustainable Home Energy Consumer + Terasen Gas Brand: Consumer and Brand insight for program development, positioning and story telling
Leading Canadian natural gas brand and utility provider Terasen Gas needed big picture and fresh insight on consumers and sustainability that fulfilled their need to understand those who were making sustainable and socially responsible choices related to Home Energy (60% of North Americans – 69% of Canadians, 59% of Americans) and what their relationship with sustainability, brands, media and lifestyle is.
Terasen looked to The SHIFT Report Home Energy consumer for fresh and big picture insights to inform their energy efficiency program development, strategic planning, defining the Terasen gas sustainability and ultimately telling it. Beyond the macro category of those consumers making sustainable choices related to Home Energy, The SHIFT Report revealed exactly which micro home energy household areas people were executing attitudes around sustainability into lifestyle choices and purchase decisions including lighting, home heating, specific appliance categories, specific electronic categories and more. SHIFT also revealed how various North American energy and utility brands were perceived as socially responsible or irresponsible.
This combination of big picture and detail allows Terasen gas to leverage The SHIFT Home Energy consumer across brand and business objectives ensuring sustainability initiatives are executed with strong strategic legs. The insight in SHIFT also ensures opportunities revealed reflect consumer, cultural and marketplace truths…and most importantly authenticity.
