Almost a fifth of pensioners face a “marketing blackout” from utilities companies, research has claimed.
The Bright Sparks: How Smarter Comms Can Boost Utilities report compiled by advertising agency d.fferent, examined what communication consumers want from utilities companies at different stages of life.
According to the report pensioners feel marginalised by utilities companies, with only 7 per cent saying they are communicated to “very well”. This group is the most dissatisfied, with 15 per cent saying they feel angry.
Only 7 per cent of pensioners surveyed feel their needs are understood.
Conversely students were the most satisfied with utilities marketing, with 21 per cent reporting they are communicated to “very well”.
Almost a quarter (23 per cent) of home movers are generally happy with the marketing they receive, which suggests brands are taking a savvy approach when it comes to communicating with consumers who are looking for new deals after a house move.
A total of 26 per cent of first-time parents were among the happiest consumers surveyed but one in ten report that brands do not communicate enough with them, the highest proportion of any life stage.
Almost one third of first-time parents say they need advice on how to stick to their budget, with two thirds reporting they are likely to choose a utility brand that help them with this.
Almost half of “empty nesters” remain indifferent towards utilities marketing (46 per cent) while 42 per cent report they receive too much.
Ben Quigley, group chief executive at d.fferent, said the report revealed a “stark inconsistency” in frequency and relevance of marketing in the utilities sector.
He added: “Our findings reveal the different communication needs consumers have at different life stages.
“Brands are overlooking older people, with pensioners feeling especially marginalised. Almost a third say nothing would make them more likely to sign up to a provider, which reveals a deep dissatisfaction.
“Our report is a strong call to arms to the utilities sector – to dial up relevance, match the frequency of communications with the correct channels, and crucially create content relevant to its intended target audience.”
In response to the report Matthew Vickers, chief executive at the Energy Ombudsman, said: “This is an interesting and timely piece of research that underlines the importance of communicating with consumers in the right way and at the right time.
“It isn’t just energy suppliers that face these challenges – they apply to organisations in all sectors.
“As the ombudsman we also need to respond to the changing needs and desires of energy consumers, and that’s exactly what we’re doing – for example by investing in a new brand and website with a focus on accessibility, convenience, ease of use and simplicity.”