Adopters: Going Green Can Go a Long Way

Who in the marketplace is considering energy-efficient purchases? EMA’s research shows there is a large audience that is waiting to be convinced.

We surveyed more than 300 corporate decision-makers to understand the drivers and barriers of implementing energy-efficient initiatives or purchases for their company. The results have provided insights to help marketers implement strategies that can accelerate the purchase cycle of their products and services.

Before you start a conversation with your prospect the Adopter, let us share some insights on their mindset.

Who’s an Adopter?

Adopters understand the value of an energy-saving purchase, but require further persuasion. They are curious but wary, and once they get a peek at the value of the purchase, they’re likely to want to know more.

Adopters are a little skeptical, so they need to be convinced that purchasing energy-saving and sustainable products will contribute to the company’s success beyond positive branding. They’re mainly concerned with other priorities such as the day-to-day operations of running their business. They want concrete evidence that demonstrates cost savings.

As a marketer trying to reach this group, it’s important to emphasize how investing in eco-friendly products will help the company’s bottom line. Many Adopters will fear that “going green” will require a lot of time and resources. They need proof that energy-efficient solutions will help leverage the organization’s overall strategy.

What do Adopters want to be shown?

  • 76% cite cost savings as the primary driver to undertake an energy-efficient investment.
  • 52% say expenses and time required to implement green solutions are the main barriers.
  • More than 30% are more likely to purchase technology and implement practices after they have been introduced to the market.

Without question, Adopters have the most untapped potential for industry marketers to pursue. Marketers should outline the opportunities and emphasize the return on investment, to quickly take this prospect from skeptical to eager.