National Social Marketing Centre

Communicating cosy: how selling comfort and warmth can encourage more homeowners to insulate

Toby Hopwood, Thursday, March 15, 2012 - 11:03

How can you encourage households to insulate their lofts when the financial case alone leaves them cold?

In an article on the Green Alliance blog, we discuss our recent work with Newcastle City Council and the North East Improvement and Efficiency Partnership. A pilot project to see if a social marketing approach can encourage households to take up loft insulation found that 'warmth and cosiness' is a key motivator.

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