Consumer education and marketing will play an important role in increasing the demand for clean energy.

Consumer education and marketing will play an important role in increasing the demand for clean energy.

Some consumers still believe that when the wind stops blowing or clouds cover the sun their homes will lose power. Others believe that buying and using clean energy requires the adoption of some kind of hippie lifestyle. We must educate consumers that clean energy sources are reliable, mainstream and simply do not require any lifestyle changes.

Beyond basic information about clean energy, consumers need guidance for how to take action. In many states, clean energy already exists on the grid, yet most consumers don’t realize this or know how to purchase it.

Marketing clean energy to consumers can have a significant impact on the demand for cleaner energy sources. To spread the word that clean energy is available and reliable, ES has worked with communities to launch comprehensive community outreach campaigns, through newsletters, public service announcements, letters to the editor, community events, door-to-door canvassing, internet outreach, municipal competitions, school-based outreach and educational forums. These efforts have been effective: In the past year alone, close to eighty towns and municipalities in Connecticut and twenty-three in Pennsylvania have signed on to ES’s 20% clean energy by 2010 campaign.

The time is right to speak to consumers about energy options like wind and solar power. Phrases like ‘green chic’ and ‘eco-living’ are on magazine covers across the newsstands.