Just anecdotally, people don't really care about energy efficiency. People care about the benefits, the things that come out of energy efficiency. Energy efficiency is not very tangible. A warmer home is more tangible. A lower bill is more tangible. Less mould in their house is tangible. A lot of benefits come out of energy efficiency. I think focusing on those rather than energy efficiency as a single thing has been a big part of why we've had success.
On December 4th, 2018. See this statement in context.