The Hidden Reason Energy Program Participation Stalls

Energy-efficiency and electrification programs promise big benefits, lower costs, improved comfort and a more reliable energy system. So, why are sign-up rates still so underwhelming, especially among those who stand to benefit most? We look closely at what’s really holding participation back, and we show you how to move things forward in a meaningful way.

Why Strong Energy Programs Still Struggle with Weak Participation

All across North America, utilities and administrators continue rolling out incentive programs backed by robust technology and offers that sound great on paper. However, studies from groups like the Lawrence Berkeley National Laboratory (LBNL) and the American Council for an Energy-Efficient Economy (ACEEE) show a persistent problem: even the best programs often see lacklustre interest, especially among renters, those in rural areas and households with lower incomes.

Despite considerable investment and attractive incentives, most participation rates barely budge. This is true for both energy efficiency and electrification efforts. Program data and research keep pointing to some common obstacles:

• Low awareness and understanding: Many people don’t know the programs exist or don’t understand the impact they can have.
• Process complexity and burden: The application and upgrade process feels confusing, slow or too much to handle.
• Contractor capacity constraints: Contractor shortages lead to frustrating delays.
• Competing life priorities: Families often have more pressing priorities than thinking about energy upgrades.
• Scepticism about motives: Deep-rooted scepticism kicks in, especially if people aren’t sure why these opportunities exist in the first place or who really benefits.

Why Typical Explanations Don’t Tell the Whole Story

We often hear the same classic reasons for tepid participation: not enough awareness, confusing processes, a shortage of contractors or just too many other demands. Those factors are real, but even extensive outreach and significant financial incentives don’t guarantee higher engagement. The issue runs deeper than most messaging strategies acknowledge.

Again and again, fieldwork and research show us something bigger at play: what truly matters isn’t only what people know, but what they believe. Without trust, all the information in the world and even free money might not convince someone to take action.

When people don’t understand why a program exists or who truly benefits, hesitation fills the gap. Communicating purpose clearly helps people see the value of participating and gives them a reason to engage beyond the incentive itself.

Why Motive Matters Most Beyond Process

The real sticking point isn’t just unclear paperwork or insufficient awareness. The question people quietly ask themselves is, “Why do you want me to sign up?” When programs talk endlessly about steps and rebates but skip over shared purpose, trust erodes. If people don’t hear a transparent “why,” or if it sounds like the benefits stop with the utility or the institution, motivation fizzles.

What actually helps, as we’ve seen, is spelling out a “motive ecosystem”: a clear explanation of why the program matters on several levels:

• System-level benefits: Lowering demand on the grid, cutting long-term costs, meeting policy targets
• Community gains: Job creation, resilience, healthier environments
  e* Direct household impacts: Reduced bills, greater comfort, safety, increased property value

When messaging leaves out parts of this story, doubts fill the gap. Being honest about all the reasons, not just the ones that benefit the sponsoring organization, lays the groundwork for real trust.

How Our Communication Can Hurt or Help Trust

Building trust isn’t about pushing more messages out through more channels. It’s about how and what we communicate. We need to make purpose and benefits obvious, relevant and easy to relate to.

Here are a few approaches that make a difference:

• Use first-hand stories: Share real experiences from people in the community. When those stories reflect the challenges and wins of actual participants, the message lands more powerfully.
• Speak in everyday language: Skip the technical jargon and talk about tangible issues like “drafts” or “stuffy rooms” instead.
• Choose messengers people know: Neighbours, local organizations and trusted community figures carry way more credibility than distant agencies or unfamiliar companies.
• Show the full picture upfront: Make the multi-layered benefits visible right away, reinforcing the “motive ecosystem” at every turn.
• Keep digital and AI content clear and purpose-driven: Update websites and online materials so the message is consistent for both people and automated tools.

We launch our outreach by leading with why, focusing on clarity rather than cleverness and making trust a key metric to track. As needs and seasons shift, we’re ready to adjust how we communicate to keep our efforts relevant and effective.

Honesty in Practice Through a Case Example

Take the Penn College Workforce Development’s Weather the Future Campaign. The challenge was ambitious: find 1,000 new weatherization workers over five years. There were plenty of hurdles, minimal general awareness, worries about job demands, economic stresses and a labour market already feeling the strain.

In this case, we didn’t polish or sugarcoat the message. Communications were straightforward about the tough parts of the work. At the same time, the benefits were upfront, job stability, skills training, paid learning and making a visible difference in the community.

Our multi-pronged outreach included a central digital hub, local storytelling via radio and social networks, partnerships with schools and workforce groups, eye-catching visuals and a uniform recruitment toolkit distributed across partner organizations. The focus: meet practical learners where they are and use channels they already trust.

The payoff was hard to ignore: over 91,000 site visitors (with fantastic engagement), 290 forms submitted, more than eight million paid ad impressions and over 107,000 clicks. TikTok alone generated a million views and thousands of clicks. Notably, the campaign struck a chord with men aged 55 to 64, demonstrating how honest, relatable messaging actually cuts through doubts and leads to real action.

What This Means for Program Designers and Communicators

Turning trust into action starts with how you communicate. Here are five ways to strengthen your messaging and encourage greater participation:

• Clarify and communicate purpose: Move away from fine-tuning incentives alone. Spend more energy clarifying purpose and communicating it everywhere.
• Lead with the why: Review every message. Is your “why” front and centre? Do people see themselves in your stories?
• Show benefits at every level: Show how the program helps at all levels, households, neighbourhoods and the wider energy system.
• Use trusted messengers and formats: Rely on messengers and formats that your target audience already trusts, even if that means rethinking who speaks and how.
• Track trust and adapt messaging: Track not just the numbers but also levels of trust and message clarity, then adapt as your community’s needs change.

Building trust isn’t a “nice to have”. It’s essential for progress.

The Bottom Line

If participation in energy programs is flat, it’s not just the incentives or the technology that are falling short. The real missing ingredient is often clarity and honesty about motives. Trust is the foundation. By leading with an authentic purpose, using real local stories and making benefits visible at every scale, we shift from scepticism to enthusiasm.

If you’re aiming for real engagement instead of crossed fingers and lukewarm sign-ups, revisit how your program tells its story. True participation begins when trust comes first.

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