Sustainability and behavior change: Electric cars and the early majority

Sustainability and behavior change: Electric cars and the early majority
3 minute read

New consumer insights on the critical stage of EV adoption in the UK

Consumer adoption of electric vehicles (EVs) is quickly approaching its next phase in the UK; EVs make up more than a fifth of all new car sales. We are at the critical stage where early adopters become the early majority – entering the mainstream market. 

Transport & Environment UK recently presented on stage with us to discuss the UK’s journey towards EV adoption, unveil new consumer insights and share strategies to engage the early majority. Understanding the nuanced perceptions and barriers to EV adoption is crucial to develop strategies aimed at influencing more sustainable consumer choices. 

Read on for a recap of the event and get inspiration on how your company can help bridge the ‘say-do gap’ for sustainability behavior change. 

Consumer insights EV adoption

Illuminating the path towards a sustainable shift in transportation choices 

Transport & Environment UK is Europe’s leading clean transport campaign group. They recently invited experts from various sectors to share their perspectives in the webinar, “The Early Majority: The next phase in the UK’s EV transition’ was joined by Joint Head, Office for Zero Emission Vehicles (OZEV), Marc Palmer, Head of Strategy & Insights, Auto Trader UK, and myself. I also joined and shared insights from the research our SKIM sustainability practice conducted.

With the UK standing on the cusp of a significant shift from early adopters to a broader acceptance among potential new car buyers, understanding the nuanced perceptions and barriers is crucial.

The webinar not only explored the latest trends and research findings, but also fostered a dialogue on how customer insights and marketing professionals can leverage this new data to influence consumer behavior positively in line with the industry and governments net-zero targets.

We discussed three key insights and learnings:

  • Understanding the early majority’s perceptions on electric vehicles
  • Current adoption barriers among potential buyers
  • Cross-sector strategies to accelerate EV adoption
Consumer insights EV adoption in UK

Watch the on-demand webinar now: “The Early Majority – the next phase in the UK’s EV transition

1. Understanding the early majority’s perceptions on electric vehicles

SKIM research shows that the transition signifies a critical juncture, with over a million electric cars already navigating UK roads and projections indicating electric cars will make up over a fifth of all new car sales. The focus shifts to the early majority, representing about a third of the market, whose expectations diverge significantly from the initial adopters.

This group’s demand for seamless integration of electric cars into their lives, without substantial lifestyle alterations, underscores the need for strategic engagement and reassurance.

2. Current adoption barriers among potential buyers

Our consumer behavior research revealed several barriers among potential new car buyers towards electric cars. Primary concerns have transitioned from range anxiety (the fear of driving an electric car and running out of power without being able to find a charging point on time to replenish the battery), to issues surrounding the charging infrastructure, cost considerations and battery life misconceptions.

Addressing these concerns through clear, fact-based information and dispelling myths is paramount in building confidence among the early majority.

3. Strategies to accelerate EV Adoption

Targeted interventions to educate and reassure, coupled with combating misinformation, emerged as critical strategies.

The discussions underscored the role of government-industry collaboration in conveying consistent benefits of EV transition. Also highlighted was the need for investments in charging infrastructure and policy clarity to foster consumer confidence.

Consumer Research - EV adoption in the UK

Key takeaways for marketing and customer insights professionals

As the UK gears up for a significant stride in EV adoption, leveraging these insights can empower stakeholders across sectors to address the early majority’s concerns effectively.

For professionals in marketing and customer insights, the webinar offered concrete and actionable insights. By understanding the barriers and motivations of the early majority, you can craft marketing strategies that better resonate with this influential segment.

Beyond accelerating EV uptake, we hope you are inspired to help drive a broader shift towards sustainable choices and inspire positive change in consumer perceptions.

Want more insights on how your company can help drive sustainability behavior change? Schedule a consultation with a SKIM expert today

Topics
Sustainability