Project proposals should focus on changing the behaviour of consumers in their everyday life (e.g. at home, at work, at school), using market segmentation and focussing on 'action', the last step of the AIDA (Awareness – Interest – Desire – Action) framework. Equipment responsible for main energy consumption (e.g. heating and cooling, lighting, domestic appliances, and consumer electronics)[3], as well as products from the small scale renewable energy market, should be addressed in priority. Educational activities or tools (such as comparative ones) may be necessary, e.g. to help consumers read and understand their energy bills or labels; to help them take advantage of ICT devices and tools to monitor and analyse their energy use; to increase trust in individual smart meters or energy audits; or to help them participate in community renewable energy projects (e.g. RES consumer cooperatives, community-owned projects, etc.). Actions should take gender issues into account when relevant and involve manufacturers, retailers and consumer associations when these can play a decisive role. The use of social innovations and innovative technologies (e.g. smart meters/appliances/ICT) should be considered when it brings added value, especially when addressing the younger generation. More fundamental activities aimed at a better understanding of consumers' and other stakeholders' perception, motivation and behaviour are part of the scope (e.g. understanding of product labels and building certificates, difference in patterns of consumption for women and men) provided their results can directly lead to improvements in the effectiveness of consumer-driven initiatives.

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