Energy Saving Trust is a non-profit organisation providing free impartial advice on energy consumption reduction to save money and fight climate change. The company’s ‘Ethnic Tradition Project’ endeavours to cater to the specific needs of BAME audiences particularly those of south Asian and black African and Caribbean backgrounds.
Objective
To understand the specific needs of BAME audiences in order to understand energy saving and CO2 emissions, keeping lifestyle, socio-cultural and financial factors in mind. This was to be achieved through qualitative research, followed by a detailed communication plan, marketing toolkit development and marketing template development.
Target
Three main segments were targeted, based on the Experian Mosaic Classification, including South Asian Industry – low to middle income Asians, such as Bangladeshi groups in London or Bradford; Asian Enterprise - high income Asians, such as white collar Indians living in Twickenham or north west London; Settled Minorities –black-African and black-Caribbean population living in south east London with relatively lower levels of education and high rate of unemployment prevalent
Strategy and Execution
Plan and conduct in-depth, qualitative research into all the three target segments to understand the levers and barriers related to energy saving amongst these audiences
Test Energy Saving Trust’s ongoing communications strategy among the target segments
Develop guidance/a toolkit for local advice centres across the UK to disseminate information and help plan marketing activity that aims to stimulate ethnic tradition segment consumers into carbon saving action
Develop and design marketing collateral templates including posters, leaflets, banners and more, for future activity targeted at the BAME.
With these specific groups living in dense clusters across the UK, Here&Now365 selected representative samples with which to conduct preliminary research at events, community centres and places of religious and cultural relevance. Secondary, qualitative research was then conducted through focus group discussions.
Results
Samples of 200 individuals were surveyed for each target group with 60 on the basis of pre-defined selection criteria for the final phase of research. Fifteen focus groups of six to eight people were held across the country over a period of two weeks. Currently the team is working on the marketing template and outreach recommendations
Background