Nuclear Reaction
What’s all the fuss about nuclear power? A load of hot air, according to one third of Australians living in the recently privatised energy market in New South Wales.
New research on the energy retail brands in NSW carried out by Blue Orb, an energy and sustainability communications company, found that when asked about alternative energy sources, a surprising one third of people (34%) supported nuclear energy – double that of coal seam gas.
Solar garnered the most support by far (83%), followed by the transition fuel of gas (42.5%).
The research, which surveyed 318 people from NSW, looked at switching drivers in the energy retail market, including consumer perceptions of ‘Green’ credentials and whether they matter when selecting a brand.
Click here to see our infographic on the research findings.
The term ‘utility’ when used to describe the commodity of electricity is not one that stirs the same emotion that you see in brands like Coca Cola or Microsoft.
The way that the consumer selects or in fact changes an energy provider is therefore impacted by this generic perception.
Blue Orb’s study of the NSW energy retail sector, carried out in August, found that close to two thirds have no preferred supplier and that electricity is considered expensive (only 2.2% feel that it is cheap) which is not the case in terms of price comparisons globally in similar markets.
So logically price is the driver and on face value that appears to be true, until you dig deeper into the responses. The fact is that the greater majority of consumers feel that all energy retailer brands are the same (generic view) and that all energy is expensive so a level playing field on price exists.
Still 37.4% are likely to consider switching despite most expressing satisfaction with the service experience they receive. This burningpants correspondent predicts that 20% of NSW households will shift by the end of the year.
Does this explain the marketing battle that the major brands are fighting for the green consumer? Two at least claim to be the leading ‘Green’ energy company and most others have a shown a commitment to tell a story around responsible actions.
With price effectively balanced as a consideration, the secondary factors like the sustainability reputation of the provider are seen to have a new importance. The research bears this point out as 36.5% of people rate the retailer’s own credentials as important which is almost the same figure as the potential switchers.
When compared to price, a surprising 26.4% of people rated ‘green’. The concerning element from the research is that 39% do not believe the messages portrayed in marketing – only 13.2% feel the messages are authentic when it comes to these ‘Green ‘ claims.
Clearly there is some work to be done here in the way that these brands represent themselves, or is there an element of ‘Green wash’ in approach?
For more information on the Energy Research please contact Blue Orb on 02 9376 9613
One Comment on “Nuclear Reaction”
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Dr Doom says:
One in three support nuclear energy?!Even after the disaster and debacle of Fukishima? Core blimey. What planet are these New South Welshians living on, one where mutants gaily prance around stockpiles of nuclear waste?
Interesting results overall though.