I’ve spent much of my career looking at energy efficiency data, but my most recent project was different. When Franklin Energy set out to study the experiences and expectations of financially constrained households, I expected to see statistics about high bills and old equipment. I knew there would be numbers that told the story of income gaps and efficiency potential.
What I didn’t expect was how clearly those numbers would reveal something else entirely: the quiet resilience of people navigating a system that often isn’t designed for them—and how much our programs need to adapt if we truly want to meet the needs of low-income customers.
The Hidden Stories Behind the Data
In our nationwide study of more than 400 low-income households, the data confirmed what many of us in the utility space already suspected: energy burden in these communities is disproportionately high. But engaging with the people behind those numbers brought something sharper into focus.
It’s not just that energy bills take up an outsized share of monthly income. For many households, the physical state of the home makes upgrades impossible before they even begin. And often times, despite being low-income, many of these families don’t qualify for well-known federally funded programs like the Weatherization Assistance Program (WAP). Imagine being told you can’t qualify for an efficiency program because your roof leaks, or because the wiring in your home isn’t safe for new equipment. Imagine knowing your heating system is outdated and driving up energy usage, but the path to replace it is tangled in landlord permissions and program complexity that feels impossible to navigate.
Those aren’t edge cases, they’re common realities.
Beyond Awareness
If you work in energy, you’ve likely wrestled with the paradox: awareness doesn’t equal participation. Households may know programs exist yet still don’t participate.
Our research shows why. Sometimes it’s structural—the home literally isn’t ready for upgrades. Sometimes it’s logistical—applications that feel like obstacle courses, or eligibility rules that aren’t explained in plain language. And sometimes, it’s simply trust. People engage when the invitation comes from a source they know and believe in.
In Indigenous communities, for example, tribal councils are already trusted as administrators of energy assistance. In urban neighborhoods, it might be a local nonprofit or faith leader. When those messengers support the program, participation goes up—not because the incentive changed, but because the messenger did.
A Different Design Lens
One of the most powerful lessons from this research is that disadvantaged communities are not a “special case” to be accommodated at the margins of existing programs. They are the center of the energy equity challenge, and the design lens needs to shift accordingly.
That means building in flexibility from the start. It means layering funding sources so costs don’t create a wall between the program and the customer. It means allowing renters to initiate interest, then bringing landlords into the conversation instead of requiring the reverse. And it means recognizing that success isn’t just measured in kilowatt-hours saved—it’s in the trust built, the homes made safer, and the financial stress relieved.
Why This Matters Now
Across the country, advancements in technology are creating new ways to make homes more efficient, affordable, and resilient. But with federal funding streams at risk, utilities and state energy offices must be more strategic than ever in ensuring these benefits reach households facing the highest barriers.
This means using resources creatively. Building strong local partnerships, rethinking program design, and removing hurdles to participation to deliver real, lasting improvements.
The programs we design, the collaborations we build, and the ways we connect with customers can either reinforce existing gaps—or help close them.
The data is clear. The need is urgent. And the strategies to address it are within reach.
There’s so much more to unpack—stories, insights, and practical approaches that can help us reimagine how we engage disadvantaged communities in energy efficiency. I’ll be sharing them in detail in our upcoming webinar, Designing for Impact: Data-Backed Strategies to Engage Disadvantaged Communities in Energy Efficiency Programs, and I hope you’ll join me for the conversation.
Reserve Your Spot Today
Let’s move beyond one-size-fits-all efficiency programs. Join me on August 28 and learn how to design for expanded reach, broader participation, and impact.