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WASHINGTON–It’s probably not news to their customers, but utility company executives are now realizing that they’re not great at marketing.
For years, the smart grid has been touted by policymakers, tech companies, and utilities as a way to make the grid more reliable, efficient, and cleaner. But for the most part, surveys show that consumers are still struggling to understand how a digital grid and two-way smart meters matter to them.
Having seen the backlash from smart meter installations in California, utilities are now acutely aware of how important it is to convey the benefits of new grid technologies, according to executives at the Kema Utility of the Future conference here on Thursday.
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