01
Persona Builder
Know who to target – and the motivations, objections and language shaping their decisions.
Profile a customer →Net zero is the opportunity of the century.
So why don’t we sell it like one?
Arc is a set of research-backed tools for the people selling the energy transition. Know who is ready, what persuades them, and how to convert.
The story, corrected
The transition is already happening – quietly.
Driveways, rooftops and boilers are electrifying across Britain. What has not started is the selling – the marketing effort that turns quiet momentum into a mainstream market. Appetite is running miles ahead of action, and closing that gap is a marketing job.
The numbers
01
42%
of the market is already engaged – the appetite is real
More in Common 2025
02
~16%
have actually adopted – solar, heat pumps and EVs are still early-market
category penetration, UK 2026
03
84%
still to win, beyond the chasm
Rogers 1962 · Moore 1991
Interest without conversion is a marketing gap. Arc exists to close it.
The curve, explained
The early market is not the mainstream.
Rogers’ diffusion curve. Britain’s home transition sits in the early market – the chasm to the mainstream is next, and crossing it is a marketing act, not an engineering one.
Rogers 1962 · Moore 1991
The Arc Index
Opportunity, readiness and the optimum marketing approach – for every home, street and region in Britain – that is the ambition, and the postcode layer arrives with v1.
The Arc Index is a future build for better energy-transition marketing: who is ready, on what category, and the message that lands – drawing on profiling, measured persuasion and validated segmentation.
Built for marketers, policymakers and business leaders getting the transition sold.
Preview of the Index view
Regional propensity · illustrative view
Solar readinessHigh
Local baseline82 / 100
Lead message
Lead with payback, one figure
The tools
02
Message Lens
Know what to say – and which words strengthen or weaken your proposition.
Test a message →Where Arc is today, and where it goes
Today Arc is three tools and the research behind them. The segmentation, the message testing and the market mapping all come from work I did myself, alongside published sources that are named wherever they are used. The tools are free, the working is shown, and where the evidence is thin it says so.
The Arc Index is the part that does not exist yet. The destination is household-level propensity: which homes are likely to act, on what, and why. That needs far more data than three studies and a set of published models, and it is a future build. We would rather say that than imply otherwise.
If you are working on the same problem, whether or not you would call yourself part of the energy industry, we should talk. Research partners, data, campaigns worth measuring properly, or just an argument about where the segmentation is wrong. Get in touch.
What makes it different
Arc’s engine is deterministic and every claim is graded and sourced – you can see the working, challenge it, and defend it to a board. The full methodology is available on request.
Built on our own primary research with UK households, run across three studies during 2026, alongside published third-party segmentation.
First-party · 2026
Green But Not Heard · greenbutnotheard.comThe family
Arc is built on research and published models from the Green But Not Heard project. Heat.day, Solar.day, EV.day and MyGreenPrint sit in the same family.
Who it’s for
We help marketers, policymakers and business leaders get the transition sold.
Marketers
Find the ready, and the message that lands – measured, not guessed.
Business leaders
Build the category case with evidence a board will accept.
Policymakers
See readiness and resistance, region by region, before you legislate for it.
Sell the energy transition.
Use Arc’s tools to get the edge – find the ready, say what lands, and convert. We built them because we want the transition sold.