I kicked off my Distributech week in San Diego by touching down and heading straight for a pre-event meeting organized by the Smart Grid Consumer Collaborative (SGCC) – a non-profit organization pulling together a diverse membership of utilities, vendors, other industry associations, and consultancies to share information on smart grid adoption and consumer attitudes. Today’s meeting centered on the release of the group’s new State of The Consumer Report which will be available shortly on the SGCC site. As a compendium of over 80 industry studies conducted by the likes of Accenture, Best Buy, IBM, and others it is sure to be a valuable reference document for anyone exploring the consumer side of smart grid.
What is clearly evident from the report itself and today’s discussion is that there is not one smart grid consumer – there will be tech savvy and eco-friendly early adopters, aggressive resistors, cost curious experimenters, and likely an ambivalent majority. To me, this segmentation means that smart grid consumers are, well, no different than consumers of virtually any other consumer product. Segmentation is a way of life for marketers of everything from televisions to toothpaste. Yet, for utilities, rate payers have generally been one homogenous …








