Insulation is sexy stuff

Rosie Baker is Marketing Week’s specialist on sustainability and retail – and the two topics often go hand-in-hand. Her blog focuses on all things to do with sustainability, Corporate Social Responsibility and ethical business.

A year ago, Barack Obama said that “insulation is sexy stuff” in a call to government to help homeowners make their homes more energy efficient by adding insulation.

Now, environmental campaigning charity Friends of the Earth is launching an online video campaign to spread the same message. Or rather the message that poor insulation is not sexy.

The 2-minute YouTube clip shows a young couple getting amorous after a date, as she gets turned on by talk of efficient combi-boilers and cavity wall insulation. That is until the moment the leading lady notices her beau’s TV is on standby – not switched off at the plug!

The offending red light brings the action to a halt like a bucket of ice water and he gets set to call her a cab.

Mundane things like loft insulation, efficient boilers and not overfilling the kettle are not things that are usually associated with sex but I like How Friends of the Earth.

It’s all very well talking about poorly insulated buildings and losing heat and energy but it’s such a intangible thing, it can be hard to get the message across. 

Friends of the Earth manages to demonstrate how it’s important in the heat of the moment.

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 3711 or email

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