Creating the market for low and zero carbon homes

A strong and enduring market for low and zero carbon homes sits at the heart of successful delivery against the UK’s sustainability targets. To explore the current state of the market and to propose a strategy for its future development, the Zero Carbon Hub Consumer Engagement Workstream carried out a major programme of research in 2009. A report, summarising the results of this work was launched at the House of Commons on 3rd February to the All Party Parliamentary Group meeting entitled ‘A focus on the Zero Carbon New Build Target and the Citizen’.

The new report ‘Marketing Tomorrow’s New Homes’  advises that our approach to the marketing of new low and zero carbon homes should, surprisingly, not focus on eco-credentials but instead concentrate on the lifestyle advantages and promoting ‘A new way of living’. To achieve this, the report advises a fundamental rethink over how low and zero carbon homes are positioned - moving from the current terminology, towards ensuring that these new homes are perceived as the new normal (Figure 1) and become a purchasing proposition that can be easily and favourably compared with the existing housing stock.

Figure 1. Re-framing the issue so that it engages the consumer

A key recommendation is for the creation of a generic pan-industry marketing strategy which primes consumers, and which also informs the specific marketing propositions from developers (Figure 2). In developing this strategy, the report identifies ten recommendations that should underpin an effective marketing strategy.

1. Clarify the vision
2. Target consumers but also their influencers
3. Position homes as a joined-up homes policy
4. Integrate (don’t ghettoise) green
5. Create constant innovation rather than radical changes
6. Help industry to create a more saleable product
7. Simplify financing
8. Amplify homes marketing not just homes sales
9. Identify the ideal consumer-facing delivery channel
10. Promote examples not just exemplars

Figure 2. Generic and brand marketing pan-industry marketing primes the market and supports branded marketing from developers

In steering the way forward, perhaps the first priority is to consider how these recommendations will be taken forward to develop a coherent pan-industry strategy and there is no doubt that an early decision is needed on which body, existing or new, will be tasked to take this forward.

The Zero Carbon Hub Consumer Engagement Team is interested in your views on its proposals in the report, so please feel free to download or request a free hard copy of the report from info@zerocarbonhub.org. If you would like to contribute to future developments in this area of our work, and particularly to address some of the barriers to building this housing market, we would be very pleased to hear from you.

Ecobuild 2 - 4 March

The Zero Carbon Hub will be at Ecobuild, the biggest event in the world for sustainable design, construction and the built environment at Earls Court, London on 2-4 March 2010.

Our stand this year will be a demonstration of the crucial work being undertaken by our Timeline Workgroup. This work forms the basis for all work being undertaken by the Hub and maps the activities and actions necessary to progress new home building to zero carbon by 2016.

For more information about the timeline, please visit us at stand number 1588 in Exhibition Hall 1. Also, please add to you diary Wednesday 3rd March when Neil Jefferson will be speaking in the 11.45-12.45 session entitled 'clarifying the zero carbon conundrum’.
 
You can register now for a free invitation to Ecobuild at www.ecobuild.co.uk/register. We look forward to seeing you there.