EST targets ‘influencers’ to spread the green word

The Energy Savings Trust (EST) is gearing up to roll out a new marketing strategy that aims to take its message to the mass market.

EST director of marketing Matthew Wright says the government-funded organisation will take a new direction with its marketing communications and aims to focus people’s attention on the local and personal impact of climate change.

He revealed plans for the new strategy, which will focus on community and on targeting influential people from within, through the launch of Communities 8 (C8).

The new marketing strategy will aim to involve people identified as “opinion influencers” who can help spread the message of energy efficiency. It embraces the networking phenomenon of Web 2.0, and the EST has already set up a Facebook group as part of its new approach.

Wright says the EST chose this strategy because of a study by Henley Centre Headlight Vision and Wildfire which has been used to create an Influence Index, which was also launched this week.

It identifies four core groups of influencers: community changers (38% of the UK population and mainly women); armchair advocates (20% of the UK population and chiefly married men); tea-time solvers (17% of the UK population and mostly women); and self-contained singles (25% of the UK population and predominantly under 44 years of age).

The C8 is intended to mimic the political G8 summit and comprises leaders from influential communities with the most potential to drive large-scale adoption of energy-efficient behaviour. The C8, which includes the Royal Mail, the Women’s Institute and the Church of England, met the Prime Minister to discuss proposals.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here