Junk mail trashes ‘green’ goals

Junk mails and cold calls from UK businesses are turning people off energy efficiency measures such as the Green Deal. That’s according to the Energy Saving Trust (EST), which found […]

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By Priyanka Shrestha

Junk mails and cold calls from UK businesses are turning people off energy efficiency measures such as the Green Deal.

That’s according to the Energy Saving Trust (EST), which found a third of households in the UK are receiving “irrelevant” marketing information everyday and 80% are receiving them at least once a week. The social enterprise suggests firms should target consumers “more accurately” to encourage take-up and avoid the “spray and pray” approach.

The survey of more than 2,000 households found there is high demand for energy efficiency measures despite one in five homeowners “confused” about what to buy. It found 39% of households said they have an interest in installing a boiler with a better energy rating, just under half said they would like to install double glazing and 45% said they are interested in fitting insulation in their homes.

Philip Sellwood, Chief Executive at the Energy Saving Trust said: “There is clearly a market out there for green measures but the key to selling them effectively is targeting, targeting, targeting. Catching homeowners at the right time with the right energy efficiency measure for their home has always been crucial for businesses and will continue to be the case under Green Deal. This will not only build consumer trust through sending information relevant to them but also save businesses money through more efficient marketing.”

The advice from EST comes after the Office of Fair Trading (OFT) wrote to more than 50 businesses involved in double-glazing, insulation and solar panel installations, asking them to ensure they are providing “consistently good standards” to consumers in a bid to raise them across the energy efficiency sector.

EST suggests businesses to contact them for “extensive and detailed” information on what is happening with the UK’s housing stock and where, to help target the right homes.