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Experimental and unappealing: is this what homebuyers think of zero carbon?

8/2/2010

UK report highlights need for industry marketing strategy to sell the benefits of green homes.

Zero carbon homes appear experimental and unappealing to most homebuyers and need to be supported by a new marketing strategy, says a new report from Zero Carbon Hub and Energy Saving Trust.

The report, Marketing tomorrow's new homes, says a new marketing strategy is needed for new homes that feeds into a wider programme of raising the energy performance of the entire housing stock. By encouraging a rolling programme of innovation and the integration of sustainable features across all housing, this continuous drip feed approach is more likely to engage and motivate consumers leading to a tipping point when high energy, high performance homes are viewed as the norm.

The report also recommends a change of language in how the industry communicates low and zero carbon homes. It says consumers are switched off by zero carbon homes but switched on by homes that are built to better performance standards and are therefore cheaper to run.

According to the report, homebuyers do not understand the zero carbon proposition, are wary of the political or publicity motivations behind the promotion of green developments, and are unwilling to pay for sustainable features they consider expensive and unproven in the broader housing market.

Neil Jefferson, chief executive of the hub said: "It is vital that we create a positive public perception of new high performing homes of the future. This is a huge challenge that requires industry leadership and resource to achieve."

Responding to the report, Imtiaz Farookhi, chief executive of NHBC said: "Consumers lie at the heart of building a market for our future homes.  This report clearly shows that we must listen to consumers and bridge the disconnect between their perceptions and the need for housebuilders to reduce carbon emissions from our homes."

Farookhi said NHBC has committed to extend funding support for the Zero Carbon Hub which ends in 2011, for a further two years to 2013.

The hub and Energy Saving Trust, in partnership with industry stakeholders including CLG, Homes and Communities Agency, Home Builders Federation, Crest Nicholson, Berkeley Homes, NHBC and the New Homes Marketing Board will now work to achieve broad industry support for the national campaign.