How to build consumer demand for renewables

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"How to build consumer demand for renewables"

Make them less expensive. If you can't make them less expensive---make them more glamorous.

Make them so that people can acquire and use them with little or no effort. No effort is by far the best.

Make them chic.

Don't bother trying to "educate" anyone. Mass marketing depends on manipulation, not education.

Create an "image" of renewable energy users that will pique envy and desire to "get on wave of the future".

Create a polar opposite image of the competition. A lifetime of drudgery, boredom, fatigue, despondence, ugly cellulite, wrinkles, thinning hair and lost youth, vigor and attractiveness.

Use celebrity endorsement to the hilt whenever possible.

Make them so that people will compete among themselves for bragging rights and prestige of owning/using renewable energy. People will go all out to have a bigger fancier car, house, wardrobe or anything else perceived as desirable to show the world that THEY are top of the heap. Nobody stands in line to ride a bus to impress others. People who bitch to high heaven about a 5 cent increase in bus fares are most often the ones who jump at spending an extra $500 for flashy pin stripes on a car(that cost maybe $10 to stick on).

It seems to me that environmentalists and renewable energy people are, as a whole, a well educated, sincere and passionate group. But they don't know squat about advertising, mass communication and persuasion, manipulation or nose to nose competition without blinking.

You never sell products---you sell dreams.

If you want a horse or a dog to come to you---but he is being stubborn and won't come----turn around and walk the other direction, and pretend to take something out of your pocket and start eating it. They will come at a run. People do the same thing.