Traditionally, household energy use has been viewed as a matter of personal or family choice. As an industry, when we design and deliver clean energy programs, we often assume that families use energy in roughly the same ways. As a result, we’ve paid relatively little attention to the intersection of energy use and culture—particularly when it comes to ethnic cultures.

Yet studies, largely conducted outside the U.S., show that at the micro level, energy-use practices can vary widely. Ethnic communities often display distinct energy consumption patterns and attitudes shaped by a combination of cultural values, traditions, and lived experience. In the United States, a country where roughly one-third of the population is either a first- or second-generation immigrant, it becomes increasingly important to understand how energy-related behaviors and decisions are influenced by cultural values, households’ understanding of energy systems, and experiences from countries of heritage.

“Energy use isn’t just personal—it’s cultural.”

At the same time, we must recognize the mounting social pressures many of these communities face—and adapt program design and delivery accordingly. More on that shortly.

Recognizing differences in community energy practices

Different ethnic cultures embrace distinct values and beliefs, and energy is used differently as a result. Fortunately, there are well-established frameworks that help interpret cultural perspectives and structure our understanding of how communities engage with energy.

“One-size-fits-all energy programs rarely fit anyone well.”

One example is the Six Dimensions of Culture model developed in the 1970s by Dutch social psychologist Geert Hofstede. The model places national cultures along six dimensions and has been widely used across industries to design experiences, inform marketing strategies, and tailor program delivery. In Europe, it has also been applied to explore relationships between cultural dimensions and energy-related behaviors. Research using this framework has shown, for example, that:

• Cultures with a high degree of uncertainty avoidance tend to be slower to adopt new energy technologies due to unfamiliarity or perceived risk.
• Highly collectivist cultures respond more strongly to messages about building a future for children or strengthening community well-being, rather than messages focused on individual convenience or comfort.
• Cultures with a long-term orientation may be more willing to invest in technologies with higher upfront costs if they offer long-term benefits.
• In cultures with higher power distance, large homes or vehicles may be tied to status, while less hierarchical cultures often prioritize minimalist lifestyles.

Another relevant framework is the concept of Energy Cultures, developed by New Zealand researchers in the 2010s. This model describes energy behavior as the interaction of three elements: cognitive norms, material culture, and energy practices. By examining how these elements show up within specific communities, the framework helps explain why people use energy the way they do—informing more effective policies and interventions.

These are just two examples, but the takeaway is clear: we must move beyond the assumption that all families and communities engage with energy in the same way. Instead, program design must account for cultural diversity, socioeconomic realities, and the many ways different groups interact with energy systems.

Mounting pressures and their impact on clean energy programs

Any discussion of ethnic communities today must acknowledge the broader context many are navigating. Increased social pressures, heightened immigration enforcement, and the de-prioritization of programs that support under-resourced communities—often overlapping populations—are reshaping trust and engagement.

For some households, these forces reduce willingness to engage with unfamiliar opportunities, including clean energy programs. When safety and family stability are top-of-mind concerns, energy conservation can feel nonessential—even when there are clear economic benefits such as lower utility bills.

In some regions, these impacts are already visible. Families are spending more time at home, changing dining and shopping patterns. Contractors are becoming more cautious about where they work, leading to project delays and cancellations. Public-service programs have reported reduced engagement, including fewer 911 calls in areas experiencing immigration enforcement—an indicator of shifting trust dynamics.

Energy efficiency and conservation programs within ethnic communities are likely to feel similar effects, if they haven’t already. These pressures will shape how offerings are received, as well as households’ and businesses’ willingness to share data, provide information, or grant access to homes and workplaces for assessments and installations.

“When trust erodes, even well-designed programs struggle to reach the people who need them most.”

Practical implications for program design and delivery

Applying a cultural lens to clean energy programs starts with awareness—and must extend to action. Every community has unique traits, priorities, and pressures. To support cultural communities effectively, programs must empower households with knowledge and access to affordable, reliable energy while prioritizing safety and trust.

Key considerations include:

• Be informed and aware. Teams working in ethnic communities must understand the challenges households, contractors, and local businesses face. These conversations matter—and they must happen openly.
• Engage, don’t assume. Start with direct dialogue. Ask questions, observe behaviors, and listen to how and why energy is used. Learn what is truly top of mind.
• Partner wisely. Trusted community organizations are critical connectors. Identify who communities already rely on and explore how clean energy efforts can align with—or support—their work.
• Co-deliver with other programs. Pair energy initiatives with services that reflect community priorities, recognizing that energy savings may not be the primary motivator.
• Ground education in community context. Outreach should reflect lived experience. For first- and second-generation households, knowledge of energy systems and practices may differ significantly from assumed norms.
• Engage local contractors and workforces. Supporting diverse businesses builds local ownership and economic opportunity. Training auditors and installers from within the community strengthens participation—and worker safety must always remain a top priority.
• Use multilingual and culturally relevant marketing. Translation alone isn’t enough. Imagery, tone, and framing should resonate with the communities served and reflect their realities.
• Be willing to pivot. As access becomes more complex, programs must adapt quickly. We cannot afford to leave communities behind.

Moving forward

To design clean energy programs that are effective, inclusive, and sustainable, we must deepen our understanding of the intersection between culture and energy. Building trust, acknowledging context, and empowering communities to shape their own energy futures are essential steps.

By centering culture—and remaining responsive to the challenges communities face—we can move beyond one-size-fits-all approaches and deliver programs that resonate, endure, and create meaningful impact over the long term.