While many companies use their latest innovation to introduce Smart Grid to the general public, it is more important to take a more holistic approach that addresses consumer concerns while enabling the next generation of electric infrastructure. Technologies may seem exciting to industry insiders, but they can be very abstract or even off-putting to the average consumer. It is critical to get consumers on board by educating and engaging them, building a common understanding through communication and devising a program to get their sustained buy-in. Specifically, we should explain what factors drive energy use and offer strategies with intuitive, non-technical, controls which can be used to reduce consumer impact on the system. This can lead to the main consumer driver for Smart Grid, the potential savings on monthly electric bills. A great deal of attention should also be paid to lessons learned from the experiences of other industries and technology booms – for example what happened to the communication industry beginning with the demise of Ma-Bell to today’s wireless industry delivering trends leading to products like iPhone, VOIP and so on.
Much of the uncertainty involved in bringing Smart Grid to the general public is based on myths and rumors that surround it and associated technologies. To address these concerns there needs to be more transparency between utilities and the consumer to address specific myths that are of particular risk to the successful deployment of a Smart Grid. An implementation of this scope should be designed to provide a level of transparency and fairness to the consumer who currently does not have much control over the design of the Smart Grid.
Bottom line – make the consumer feel involved – not the victim.
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