An estimated 42 percent of the U.S.’s energy-related emissions that negatively contribute to climate change come from our homes and vehicles. It’s therefore clear the American public has an opportunity to take personal actions that can lead to positive changes for our families, our communities, our health and well-being, and our planet.

In a newly released mixed-methods research study of more than 5,000 homeowners, the Ad Council Research Institute (ACRI) partnered with Rewiring America to better understand the knowledge, attitudes, and behaviors of U.S. homeowners on electrification (or “going electric”), and test and optimize key messages and frames for future campaigns to influence them to switch from fossil fuels to electric. An accompanying toolkit provides optimized messaging and resources for communicators and marketers to use when speaking to homeowners about electrification.

Key findings from the study include:

• When presented with the concept of going electric, U.S. homeowners are familiar with the concept, with the majority saying they’re open to considering and/or replacing fossil fuel appliances with energy efficient electric ones in the future.
• When looking to upgrade/replace appliances and when considering going electric, price is the most important consideration for homeowners, followed by energy efficiency. Safety and performance are also key factors in the decision-making process.
• Price, compatibility (with their home’s current setup), and perceptions of poorer performance are the primary barriers to switching to electric. Homeowners are also skeptical of the power grids supporting these efforts, and how the government will implement incentives to support electrification.
• Environmental benefits aren’t a key driver of the consideration process. Homeowners understand that energy efficiency is tied to creating a sustainable future for the next generation, but it isn’t a powerful motivating factor.
• Messaging that seeks to persuade homeowners to switch to electric should focus on:
  • The amount of money electric appliances will save households in the long run.
  • Tangible benefits of how electric appliances will improve their home, both in return on investment and in daily living.
  • What’s involved in transitioning their home and/or appliances to electric.
• Homeowners would most want to hear tested messages about going electric from utility companies, friends/family, or industry professionals.

“We want homeowners to get excited about going electric, so it’s delightful to see that this research points to some clear pathways for helping do just that," said Sarah Lazarovic, Rewiring America vice president, communications & creative strategy. “People love their homes and want to make them better, and they’re open to going electric for all kinds of reasons. Which is great, because we know that this is an incredible opportunity for Americans to improve their quality of life while protecting our shared future.”

“This study made it clear that there’s a practical approach to help build confidence among homeowners in going electric, most importantly through providing more education on the process and that can help alleviate barriers and biases,” said Derrick Feldmann, lead researcher and managing director of the Ad Council Research Institute. “Homeowners are open and optimistic about going electric; they simply need more information and resources along with motivation to help them make competent decisions.”

The Ad Council and Rewiring America aim to apply these findings to a national, fully integrated communications effort encouraging homeowners to adopt clean energy solutions in their homes. Download the report and the toolkit here.

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