There is an endless amount of energy information available to consumers. However, despite the proliferation of energy education campaigns, according to our consumer survey data, two in five Australians do not feel there is enough easily understood information available for them to make decisions about energy.
This matters because when consumers feel that they have received clear information about the impacts of the energy transition, they feel more in control of how they can make a difference to their energy bills.
We commissioned The Insight Centre to investigate the key elements to running a successful energy campaign for consumers.
Key findings
The research found that successful energy information campaigns:
- Include a singular, simple ‘ask’ or call to action that is low-effort and low/no-cost to consumers;
- Adopt a simple high-level message that doesn’t increase complexity or choice, or conflict with existing efforts;
- Stand alone, and not rely on consumers necessarily ‘finding out more’ or visiting a website;
- Recognise the diversity of consumer groups;
- Are scalable and flexible over time;
- Have realistic 'asks', even for consumers with lower ability and motivation to change; and
- Speak to a sense of collective action and partnership.
Page last updated:
03 April 2025
