It pains me that utilities are still struggling to connect with consumers. After all, there’s no more compelling message nowadays than pure, simple savings. Forget putting some money aside for a rainy day; consumers today are getting downright frugal and aren’t afraid to show it.

During my stint as Green IT curator at GigaOM Pro, we beat this drum again and again (sub req’d). GreenResearch’s David Schatsky — a former colleague, though in completely different divisions — has a new study on how utilities market the smart grid to consumers. Here’s one observation that (I hope) will prompt more utilities pour resources into customer engagement. In the name of penny-pinching, of course…

Consumers are keen on saving money, and if they believe they can do so with time of use plans, they will be interested. About half the smart meter consumers in our study said they found the prospect very or extremely variable.

How many research firms do you need to get the message across? Now, get with the program or I might have to start calling out the underachievers. PG&E and Oncor have already made my hall of shame. Who’s next?

Image credit: Surat Lozowick – Flickr CC