Mrs. do-the-right-thing
Lifestyler
She cares about the environment, but within reason and with an eye to practicality. She is interested in energy savings for the benefit of society and the environment and to save a little money, but she has a low interest in technology.
She used to care more about the environment, but now she finds it hard to find the time and resources to prioritize it in a family with 2 small kids and 2 full-time jobs. Therefore, she now prioritizes convenience in everyday family life higher e.g. by commuting by car to work.
Autonomous Sceptic
Rational Man
The environment only concerns him if it can lead him to a good deal! The local community is very important, both for social wellbeing and for solving everyday challenges. He is mostly interested in technology he can use and repair himself, with a “self-sufficiency” mindset.
An economically oriented rational optimizer of the resource consumption of the entire family. He tracks the energy consumption of the household – to find and avoid waste in general. He’s interested in finding new technology that can help him identify saving potentials.
Lead Technologist
Technology shy
The lead technologist engages in and contributes to the technological development for societal development and to develop his professional skills. Economic incentives are of less importance, but experimenting with and developing new technology interest him – but not his family.
The technology-shy does what she can to avoid new, unfamiliar technology in her home. She is rather sceptic towards climate change and other environmental aspects and has little interest in changing habits. Whenever technology breaks down, she ask her younger relatives to help her.
Installation contractor He is technically skilled and highly interested in craft-relevant technology, of which he has strong opinions and is often among the early adopters. With no particular interest in the environment, he focuses on improving the comfort of him and his customers in the most cost effective way.
Prosumption optimizers Having missed the net metering agreement, the presumption optimizers are annoyed whenever their PVs produce more electricity than they consume. It is a question of avoiding waste, but it also becomes a sport for them to see how much they can utilize their own production – and save.