Let’s Reset the Conversation about Sustainability, Electrification, and the Energy Transition
In recent years, the push for electrification and sustainable energy in the U.S. has been championed as an essential part of addressing the climate challenge. While the intentions are noble, the messaging often gets lost; seeming to come from a place of righteousness, alienating many who feel talked down to rather than included in the conversation. This approach not only walks right into the already and unnecessarily pre-divided talking points spelled out by both sides of the political spectrum, but has also fails to address the core concerns of most Americans: their pocketbooks.
It’s time to change how we talk about sustainable energy. Instead of focusing solely on the global environmental benefits, let’s emphasize the economic and practical advantages these technologies bring to everyone. Moreover, let’s recognize that sustainable energy solutions are not a one-size-fits-all answer. For many households, electrification or investing in their own sustainable energy solution is either impossible or simply doesn’t make financial sense today—and that’s okay.
Meeting People Where They Are
Take, for example, homes in colder climates heated by fossil gas. In many cases, fossil gas remains significantly cheaper than transitioning to an electric heat pump, and that is before you include the cost of the heat-pump. For these families, the financial burden of switching may far outweigh the perceived benefits. Similarly, in areas where electricity costs are already low, investing in solar panels might not deliver a strong return on investment. It’s important that we, as sustainable energy advocates, engage in discussions that acknowledge these realities without judgment.
Making people feel guilty for not adopting sustainable technologies is often counterproductive. The decision to invest in electrification or sustainables will, for most households, hinge first on financial benefits, and then on practical considerations such as access to contractors and jurisdictions that are not able to support these decisions, long before environmental benefits are even weighed. Those constraints are very real, and “helping people” when they didn’t know they even had an issue often comes across as paternalistic, even if you’re just trying to help them make informed, personalized decisions “for their own good”. A more tailored approach creates far more goodwill than moralizing ever could.
Shifting the Focus to Benefits
To build trust and authentic enthusiasm for sustainable energy, we must highlight its tangible, direct benefits, and use simple language that doesn’t come off as “fancy”:
Lower energy bills: In regions where solar or heat pumps do make financial sense, we need to make this clear, in simple language that clearly illustrates the savings (and highlights that there is no reduction in quality of life). And if that doesn’t include the up-front costs that needs to be made clear as well. And present something as simple as saving $10/month in both immediate and longer terms (it can help pay for college, or a vacation, etc)
Energy independence: You don’t have to be a prepper to value reliable access to energy. But most folks don’t take their energy for granted, let alone understand their options. But especially in areas prone to outages, or that have recently seen large increases in costs, energy independence hits all the right notes.
Long-term financial stability: Investments in sustainable energy can protect households from future price increases from their utility, and by switching to their own electricity they insolate themselves from volatility in fossil fuel markets.
Comfort and convenience: Readily available sustainable energy systems often provide improved performance, lower maintenance, and better integration with smart technologies. But it's hard to quantify how much better it is to not go to the gas station anymore if you switch to an EV, or worry about indoor air quality by not burning fossil gas to cook or heat your home or water.
Embracing a Balanced Approach
Since not all sustainable energy investments benefit every household equally, make sure only the best financially performing ones are prioritized, balancing the longer term process with the lowest hanging fruit. Focusing on the specific steps that deliver real value, and meet the consumer where they are financially, and geographically, both of which can now be done down to an individual home level through bill analysis provided by services such as Mytility’s better bill, makes the process seem approachable and personalized. This is essentially an energy concierge service, but available to all, even those who might not be in the market for immediate action.
Respect Enables Trust Enables Change
Ultimately, we need to show respect for individual circumstances and financial realities. When sustainable energy companies and climate advocates take a judgment-free, value-driven approach, they build trust. This trust, in turn, leads to more widespread adoption of technologies that benefit both households and the planet.
We can inspire change not by insisting everyone adopt sustainable technologies but by ensuring these technologies make financial and practical sense for as many people as possible. By leading with respect and economic benefits, we’ll move closer to a future where sustainable energy is not just the right choice for the planet but also the obvious choice for people.
