With just five days left before the launch of the Green Deal, new research commissioned by USwitch.com has shown that just 19% of consumers have even heard of the Green Deal.
Billed as the “biggest home improvement programme since the Second World War”, the Green Deal is government’s flagship green policy for tackling the nation’s energy inefficient housing stock. However, according to the YouGov poll commissioned by USwitch.com, fewer than two in ten consumers are aware of the Green Deal.
Despite the lack of awareness surrounding the Green Deal, the poll has found that consumers are inherently concerned with energy efficiency, with 67% expressing interest in making their home more energy efficient – 86% see lower bills as the key benefit.
Ann Robinson, Director of Consumer Policy at uSwitch.com, commented: “The high cost of energy today means that Green Deal has to deliver - there is a lot at stake here for consumers. Household energy is rapidly becoming unaffordable and reducing the amount we use will protect us from higher bills. This is why consumers need to have a simple, well-designed and well-communicated scheme they can trust, if they are to feel the benefits in their pockets and on their bills.
“In the face of higher prices there are two simple steps to lowering bills: use less energy and pay the lowest possible price for what you do use. The Green Deal should hopefully help many more with the former, and I would urge consumers to help themselves now with the latter.”
The results of the poll highlight the importance of government making the most of the Green Deal’s ￡2.9 million marketing budget. Over 60% of respondents said that they would be interested in the advice, reassurance and support that the Green Deal will offer. In addition 54% expressed interest in receiving a Green Deal report which clearly lists which improvements they could make to the energy efficiency of their property. Of those questioned, 49% liked the idea of the ‘Golden Rule’ and repaying the cost of measures through energy bill savings.
DECC is working with PR agency Freud to help raise awareness of the Green Deal. Commenting on the deal, Greg Barker said: "We now have funds for a communications campaign that will build further understanding of the Green Deal, helping to create a real buzz. When you add our fantastic cash back into the mix, it's clear that the Green Deal is building momentum and will be a brilliant offer for people."