Detailed Findings:
Impact of Energy Efficiency: In 2024, energy efficiency continues to have the greatest impact on utility costs (19%), personal health (16%), individual comfort (15%), and sustainability/environment (12%).
Daily Energy-Saving Practices: The most frequent energy-efficient behaviors adopted by Romanians include turning off lights when leaving a room (71%), turning off the TV when not in use (59%), and using the dishwasher or washing machine only when full (46%).
Increase in Energy-Efficient Behaviors: Compared to 2023, most energy-efficient behaviors have increased, especially turning off lights when leaving a room (from 65% to 71%) and unplugging unused electronics (from 34% to 41%).
Main Driver for Energy-Efficient Investments: The main advantage of living in an energy-efficient house or apartment is the reduction of energy costs (72%).
Popular Energy-Efficient Improvements: Double-glazed windows remain the most popular energy-efficient improvement, present in 87% of homes, especially in households of people over 45 (93%). Other preferred investments include external insulation (62%) and energy-efficient appliances (60%).
Increase in Thermostat Use: The use of thermostats for temperature control has significantly increased, from 56% (2023) to 60% (2024) of households.
Environmental Impact: The impact of energy consumption on the environment is important for 58% of Romanians, significantly more so for women (63% compared to 53% for men).
Energy Waste and Climate Change: 7 out of 10 Romanians believe that energy waste (electricity, heat, fuel, etc.) contributes to accelerating climate change.
Prioritizing Energy Efficiency in Public Buildings: Over 65% of Romanians believe it is important to increase the energy efficiency of all types of buildings. Hospitals (81%), schools (78%), and apartment buildings (74%) are considered the top priorities for energy efficiency improvements.
Key Takeaway: Romanians are increasingly adopting energy-efficient behaviors and investing in energy-efficient home improvements, driven primarily by a desire to reduce costs and, to a lesser extent, by environmental concerns.
Trend: Growing Adoption of Energy-Efficient Lifestyles
What is Consumer Motivation: To reduce utility costs, improve personal comfort, and contribute to environmental protection (to a lesser extent).
What is Driving the Trend: Rising energy costs, increased awareness of energy efficiency benefits, government programs (possibly, although not explicitly mentioned in this excerpt), and a growing concern for environmental sustainability.
Motivation Beyond the Trend: A desire for financial savings, improved living conditions, and a sense of responsibility towards the environment.
Who are the People the Article is Referring to: Romanian residents living in urban areas, aged 18 and above, who are internet users.
Description of Consumers:
Age: 18+, with a particular focus on differences between age groups (e.g., those over 45 are more likely to have double-glazed windows).
Location: Urban areas.
Behavior: Increasingly adopting energy-efficient behaviors and investing in home improvements.
Values: Cost-conscious, environmentally aware (to varying degrees), and focused on improving comfort and well-being.
Product or Service the Article is Referring to and their Age:
Energy-Efficient Home Improvements: Double-glazed windows, external insulation, energy-efficient appliances, thermostats.
România Eficientă Program: A national program promoting energy efficiency.
Reveal Marketing Research Services: Market research and sociological studies.
Target Age: Adults 18+, homeowners, and individuals interested in reducing energy costs and improving home comfort.
Conclusions:
The trend of adopting an energy-efficient lifestyle in Romania is growing.
Cost reduction is the primary driver for energy efficiency investments.
There is a growing awareness of the environmental impact of energy consumption.
Public buildings, especially hospitals and schools, are seen as priorities for energy efficiency improvements.
Implications for Brands:
Opportunity to Market Energy-Efficient Products: Brands can capitalize on the growing demand for energy-efficient appliances, building materials, and other related products.
Highlight Cost Savings: Marketing messages should emphasize the potential for cost savings associated with energy efficiency.
Promote Environmental Benefits: Brands can appeal to environmentally conscious consumers by highlighting the positive environmental impact of their products.
Target Specific Demographics: Tailor marketing efforts to specific age groups and genders based on their preferences and motivations.
Implication for Society: Reduced energy consumption, lower carbon emissions, improved air quality, and increased awareness of environmental sustainability.
Implications for Consumers: Lower utility bills, improved living comfort, and a sense of contributing to a more sustainable future.
Implication for Future: Continued growth in the adoption of energy-efficient technologies and practices, increased demand for energy-efficient buildings, and a potential shift towards a more sustainable energy system.
Consumer Trend: Energy Efficiency Adoption
Consumer Sub-Trend: Home Energy Efficiency Investments
Big Social Trend: Sustainability and Environmental Awareness
Local Trend: Romanian Energy Efficiency Movement
Worldwide Social Trend: Global Shift Towards Energy Conservation
Name of the Big Trend implied by article: The Rise of the Energy-Conscious Consumer
Name of Big Social Trend implied by article: The Sustainability Imperative
Social Drive: Desire for a sustainable future and responsible resource management.
Learnings for Companies to Use in 2025:
Consumers are increasingly interested in energy efficiency and its benefits.
Cost savings are a major driver for adopting energy-efficient practices.
Environmental concerns are also a factor, particularly among women.
There is a strong public support for improving the energy efficiency of public buildings.
Strategy Recommendations for Companies to Follow in 2025:
Develop and Market Energy-Efficient Products: Offer a wide range of energy-efficient appliances, building materials, and other related products.
Emphasize Cost Savings in Marketing: Clearly communicate the potential for reducing utility bills through energy efficiency.
Highlight Environmental Benefits: Promote the positive environmental impact of energy-efficient products and practices.
Partner with Programs like România Eficientă: Collaborate with government or private initiatives that promote energy efficiency.
Educate Consumers: Provide information and resources to help consumers make informed decisions about energy efficiency.
Final Sentence (Key Concept): The growing adoption of energy-efficient lifestyles in Romania, driven by cost savings and increasing environmental awareness, signifies a broader shift towards sustainability.
What Brands & Companies Should Do in 2025:
Brands and companies should capitalize on the rise of the energy-conscious consumer in 2025 by developing, marketing, and promoting energy-efficient products and services that emphasize both cost savings and environmental benefits. They should do this by:
Investing in research and development to create innovative energy-efficient solutions.
Clearly communicating the cost-saving potential of their products through marketing and advertising.
Highlighting the environmental benefits of their products and aligning with sustainability initiatives.
Partnering with organizations and programs that promote energy efficiency.
Providing educational resources to empower consumers to make informed choices.
Final Note:
By implementing these strategies, brands can successfully take advantage of the Energy Efficiency Adoption and Home Energy Efficiency Investments trends. They can market to consumers who are looking for ways to reduce their energy costs and their environmental impact and are interested in living more sustainably and making a positive contribution to the environment. They can be a part of the Romanian Energy Efficiency Movement and contribute to The Sustainability Imperative.
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