Trends in Green Energy Marketing

Introduction

National and EU governments are now showing the level of commitment to the green energy sector that would encourage the development and marketing of green retail energy tariffs. There is scope for suppliers to boost their green energy sales by filling a growing gap in the marketplace as green regulations increasingly take hold.

Scope

   -- Ten years of renewable power generation data for the USA, Europe,
      East / Southeast Asia, Oceania and South Asia.
   -- A detailed review of European consumer perceptions about climate
      change and the way in which these could be leveraged by utilities.
   -- A review of some of the significant efforts in green tariff
      marketing: in the United States, the United Kingdom, the
      Netherlands and Australia.
   -- A review of some of the world's most pioneering green programs
      and how best practices can help offset current market structure
      limitations.

Highlights

Legislation and green awareness have spurred the generation of renewable power, led by EU Member States. Governments play a crucial role in making green energy economically viable, by stimulating the supply side, yet the green B2C market remains very much a marginal part of the power industry and has achieved a fraction of its true potential.

Green tariffs will remain peripheral where suppliers only market them at a premium. Residential customers need reassurances that they are actually buying real green power. Excessively pushing the environmental angle may breed customer cynicism and be counterproductive. Pioneers of green programs have learned to stay clear of these pitfalls.

Green energy is subject to the economic needs of stakeholders and their wider regulatory constraints, yet the growing issue of climate change now provides suppliers with opportunities in selling green energy. For now, utilities can overcome market structure limitations by deploying best practices that centre on price, product and promotion.

Reasons to Purchase

   -- Determine how utilities can lobby governments and amend their own
      internal product management operations to sustainably boost
      green B2C sales.
   -- Determine what consumers are willing to do to fight climate
      change, what products and services they are likely to take up
      and at what additional cost.
   -- Understand how and why certain providers and countries are
      fairing much better than others in their efforts to market
      green energy.

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