At A Glance
Energy and utility marketers need more than geographic targeting to reach the right households. Experian Audiences support energy outreach using privacy-safe behavioral, lifestyle, and attitudinal signals tied to usage patterns, sustainability interest, and technology adoption, helping align programs with how households use and manage their energy use.In this article…
Why does energy marketing need more than geography targeting?
Energy usage doesn’t rise and fall evenly across a service area. Even within the same ZIP code, household electricity consumption can vary, driven by differences in household size, time spent at home, technology adoption, and lifestyle choices. While location influences climate exposure, behavior shapes how energy is ultimately consumed.
Seasonal moments like peak summer usage and auto sales cycles create predictable shifts in household energy needs, while moments like Earth Day influence awareness and motivation. Experian Audiences help energy and utility marketers align outreach to these moments using observable, privacy-safe signals tied to how households live, without relying on meter data.
To help energy marketers plan more effective, adaptable programs, we outline household energy behaviors then show a seasonal approach that turns those behaviors into timely opportunities for activation.
You can find the full taxonomy paths in the appendix.
Three core energy audience categories
Who they are
Smart energy optimizers are households aligned with cleaner and more efficient energy choices, supported by action-based signals tied to renewable interest and smart home adoption.
Smart energy optimizers are more likely to invest in connected home technology and actively manage energy use. Approximately 14% of U.S. households now use a smart thermostat, while interest in renewable energy is also growing, with about one in five U.S. homeowners considering solar.
Experian Audiences you can activate to reach smart energy optimizers
- Eco-sustainable Travel
- Environmentally Green Consumers
- Online Solar Energy System Intenders
- Original Traditionalists
- Shopping Behavior > Smart Greens
- Smart Home Security System Buyers
How to use these audiences
Activate Smart Greens and Environmentally Green Consumers for clean energy and renewable sourcing outreach. Activate Online Solar Energy System Intenders to reach households actively researching solar or adjacent solutions, and Smart Home Security System Buyers to align your messaging around connected home energy management and conservation.
Who they are
Alternative energy drivers are consumers whose transportation behavior reflects fuel efficiency and alternative energy awareness. Vehicle ownership and switching signals often reflect a broader household energy mindset.
EV owners and alternative fuel drivers often charge at home, with ~80% of EV charging happens at home, linking transportation decisions directly to household energy use. This serves as useful signals for messaging around charging optimization, time-of-use rates, and home energy upgrades.
Experian Audiences you can activate to reach alternative energy drivers
- In Market-Fuel Type > Electric CUV SUV
- In Market-Fuel Type > Electric Luxury
- In Market-Fuel Type > Electric Non-Luxury
- In Market-Fuel Type > MPG Conscious
- Ownership Switchers > Alternative Fuel
- Ownership Switchers > Electric
- Ownership Switchers > PHEV
- Ownership-Make and Models > Tesla Model S
- Ownership-Make and Models > Tesla Model X
- Ownership-Make and Models > Toyota Prius Prime
How to use these audiences
Activate Electric, Plug-in Hybrid Electric Vehicle (PHEV), and Alternative Fuel Ownership Switchers to align your outreach with households actively shifting vehicle types, a shift that often increases home electricity usage and introduces charging considerations. Layer Electric CUV SUV and Electric Non-Luxury audiences for broader EV adoption messaging and use Tesla and Prius Prime owners as indicators of energy-conscious household behavior.
Who they are
Persuadable energy planners are households open to energy messaging tied to usage, cost, or timing rather than sustainability alone.
Persuadable energy planners often have higher in-home energy use driven by larger household size and more time spent at home. More than over 70% of U.S. households cite energy costs as a major concern, making them strong candidates for usage monitoring, rate plan education, and efficiency programs framed around savings and control.
Beyond usage and rate education, persuadable energy planners may also be receptive to awareness-based outreach around assistance programs, budget management tools, or flexible payment options. Using privacy-safe household context, demographics, and geo-indexed indicators, energy providers can responsibly inform communities during periods of higher demand.
Experian Audiences you can activate to reach persuadable energy planners
- At Home Retired and Empty Nester Households
- At-Home: Families at Home (kids under 13)
- At-Home: Families at Home (kids 13+)
- High Spending Business and Home Office Buyers
- Home Office
- Likely Home Based Businesses
- Non-Committal Environmentalists
- Undecided Environmentalists
How to use these audiences
Activate Undecided Environmentalists for usage-focused and rate plan messaging. Activate Non-Committal Environmentalists for education tied to household energy impact, monitoring tools, and cost transparency rather than sustainability-led framing.
Layer the Home Office and At Home Retired and Empty Nester Households to reach households with sustained, always-on energy usage driven by daytime occupancy, work equipment, and connected devices, making them strong candidates for usage monitoring, time-based rates, and efficiency programs focused on cost control.
When are energy audiences most receptive to outreach?
Seasonal and cultural moments influence household attention, urgency, and motivation, making timing just as important as targeting.
Peak summer usage: Cooling, occupancy, and smart energy
During peak summer months, residential electricity demand rises sharply as cooling becomes the largest driver of household energy use. Air conditioning alone accounts for nearly one-fifth of total residential electricity consumption in the U.S., and roughly 87% of U.S. homes use air conditioning. But not all households contribute equally to peak demand.
Household behavior plays a major role. Time spent at home, driven by remote or hybrid work and daily routines, along with household size, can increase cooling needs and baseline electricity demands. These dynamics make summer an ideal moment to engage households around efficiency programs, demand-response initiatives, and connected home solutions.
EV adoption and auto sales cycles shape home energy use
Recent adoption and usage patterns show how electric vehicle (EV) ownership is reshaping residential energy demand.
| Metric | Data point |
| Share of U.S. new vehicle sales | EVs account for ~9–10% of all new vehicle sales |
| Impact on household electricity usage | EV-owning households use ~20–30% more residential electricity |
Auto sales cycles, such as year-end promotions, model-year transitions, and incentive-driven holiday periods, often coincide with spikes in EV purchases. For utilities, these moments create opportunities to anticipate new charging demand and introduce rate plans, managed charging, and home energy programs as EVs enter the household.
Earth Day and sustainability moments: Attitudes vs. action
Seasonal moments like Earth Day, climate awareness campaigns, and sustainability-focused promotions draw attention to energy themes, creating a natural window for energy brands to engage, but the message matters. While roughly 70% of Americans support clean energy, only about 30% say they’re willing to pay more for it. That gap reflects differences in how people prioritize values, cost, and day-to-day practicality.
For households with strong sustainability values, these moments can be used to reinforce interest in renewable sourcing, emissions reduction, and long-term environmental impact. For others, the same moments can open the door to conversations focused on usage, affordability, and control, where energy benefits are framed through savings, efficiency, and timing.
Together, these groups represent a broader opportunity for utilities to expand engagement by meeting customers where they are. Sustainability-first messaging resonates with value-driven households, while cost- and usage-led framing helps translate awareness into action for those motivated by practicality. This dual approach allows Earth Day and similar moments to support both values-led engagement and participation at scale.
What sets Experian Audiences apart?
Our syndicated audiences give you an advantage across channels, offering both scale and accuracy:
- Experian’s 3,500+ syndicated audiences are available at over 200 leading activation platforms, including programmatic, social, TV destinations, and can be curated alongside premium inventory through Curated Deals.
- Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes.
Explore some of our Partner Audiences that complement Experian Audiences across key energy and utility use cases, with flexible activation through Experian’s Data Marketplace or leading activation platforms.
Alliant
- In-Market for New Green Car
- Moms Who Buy Green
- TruGreen Buyer Propensity
Attain
- Direct Energy
- Rent & Utilities > Gas & Electricity
- Green Mountain Energy
Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice.
Want to activate an Experian Audience on Meta, Pinterest, Snap, TikTok or on a platform not listed above? Contact us today.
For a full list, download our syndicated audiences guide.
Reach households based on real-world energy behavior with Experian Audiences
From peak summer cooling to EV charging and cost-driven planning, seasonal energy demand is shaped by behavior. Experian Audiences help energy and utility marketers reach households using signals tied to those real-world patterns, supporting programs aligned with how energy is actually used.
Connect with our audience experts
FAQs
Experian Audiences are pre-built, privacy-compliant consumer segments that help marketers target based on verified demographic, financial, and behavioral data.
They’re designed for flexibility across channels and can be activated on 200+ platforms, including major social, CTV, and programmatic partners.
Experian ranks #1 in demographic accuracy according to Truthset, and marketers can choose from 3,500+ syndicated audiences that capture signals such as income, spending behavior, household structure, financial attitudes, and ability to pay. These same audiences are also available through partnerships on platforms like DirecTV, Dish, Magnite, OpenAP, and The Trade Desk.
For a deeper look at our audience catalog, explore our syndicated audience guide.
You can activate Experian Audiences across 200+ digital and connected TV (CTV) platforms, including Meta, Pinterest, The Trade Desk, and Audigent PMPs.
Yes, you can combine your own first-party data with Experian’s 3,500+ syndicated audiences and additional segments from multiple partner data providers, as a custom audience within a Curated Deal or self-service via Audience Engine.
Appendix
Smart energy optimizers
- Travel Intent > Travel Preference > Eco-sustainable Travel
- GreenAware > Behavioral Greens > Environmentally Green Consumers
- Lifestyle and Interests (Affinity) > In-Market > Online Solar Energy System Intenders
- Psychographic/Attitudes > Retail Shoppers > Original Traditionalists
- Psychographic/Attitudes > Shopping Behavior > Smart Greens
- Retail Shoppers: Purchase Based > Lifestyle and Interests > Smart Home Security System Buyers
Alternate energy drivers
- Autos, Cars and Trucks > Ownership Switchers > Alternative Fuel
- Autos, Cars and Trucks > Ownership Switchers > Electric
- Autos, Cars and Trucks > In Market-Fuel Type > Electric CUV SUV
- Autos, Cars and Trucks > In Market-Fuel Type > Electric Luxury
- Autos, Cars and Trucks > In Market-Fuel Type > Electric Non-Luxury
- Autos, Cars and Trucks > In Market-Fuel Type > MPG Conscious
- Autos, Cars and Trucks > Ownership Switchers > PHEV
- Autos, Cars and Trucks > Ownership-Make and Models > Tesla Model S
- Autos, Cars and Trucks > Ownership-Make and Models > Tesla Model X
- Autos, Cars and Trucks > Ownership-Make and Models > Toyota Prius Prime
Persuadable energy planners
- Consumer Behaviors > At-Home: Retired/Empty Nesters > At Home Retired and Empty Nester Households
- Consumer Behaviors > At-Home: Families at Home (kids under 13)
- Consumer Behaviors > At-Home: Families at Home (kids 13+)
- Purchase Transactions > Home Office/Business > High Spending Business and Home Office Buyers
- Consumer Behaviors > Occupation: Work from Home > Home Office
- Business Executives (B2B) > WorkFromHome (WFH) > LikelyHome BasedBusinesses
- GreenAware> Think Greens > Non-Committal Environmentalists
- GreenAware> Potential Greens > Undecided Environmentalists
Alliant
- Automotive > In-Market > In-Market for New Green Car
- Purchase Behaviors > Composites > Moms Who Buy Green
- Brand Propensities > Home & Household Goods > TruGreen Buyer Propensity
Attain
- Rent & Utilities > Gas & Electricity > Direct Energy
- Transaction Data > Past Payments > Rent & Utilities > Gas & Electricity
- Rent & Utilities > Gas & Electricity > Green Mountain Energy
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