As governments and regulatory agencies grapple with how to transition away from large-scale polluting products and industries, one option is to pass sweeping bans on certain technologies to effect a complete paradigm shift. This type of regulation, known as “technology forcing,” creates laws that set standards above what is technologically feasible in hopes of spurring competitive innovation for new tech. Though done with good intentions, these blanket technology bans or regulations often leave consumers to foot the bill as industries struggle to transition affordably and effectively to a new model.
Helping companies navigate the nexus of regulation and consumer behavior is a key aspect of Lux’s predictive anthropology model. We get to the bottom of what really matters to consumers to identify how companies can cater to consumer needs while complying with new regulations. Using MotivAI, we can unpack consumers’ deeper motivations and fears that drive their behavior in a real and measurable way.
Case study: Small offroad engine bans
On January 1, 2024, the state of California banned the sale of new gas-powered lawn equipment, due to Assembly Bill (AB) 1346 coming into effect. Under this new legislation, consumers can no longer purchase new small offroad engines under 25 hp if there is an existing electric equivalent. As frustrating as this regulation may be to commercial landscapers and homeowners, legislators in Sacramento are attempting to tackle a real and significant problem when it comes to greenhouse gas emissions.
Studies from the California Air Resources Board show that small, handheld gas engines are major greenhouse gas producers with emissions rivaling passenger and commercial vehicles; the board concluded that using a gas lawnmower for 1 hour is equivalent to driving a passenger vehicle 300 miles. Though noble in its spirit, the letter of this law is likely to wreak havoc on landscapers and homeowners through skyrocketing expenses for electric equipment, much of which they worry is not up to the task of heavy-duty use.
Though consumers associate electric yard equipment with ease of use due to lighter materials, they are also intimidated by the high costs associated with transitioning to electric tools that require expensive batteries. Government assessments estimate the cost for residential homeowners in California to adopt electric tools at a whopping USD 2.79 billion. From a consumer perspective, MotivAI research shows that some consumers also view these bans as taking away their autonomy and preventing them from choosing equipment that is right for them. These consumers also feel that getting acquainted with new, unfamiliar technology represents a huge mental burden when investing in expensive tools, which may or may not hold up under heavy use due to weaker motors and largely plastic construction.
Additionally, consumers are feeling the pinch because they think the government hasn’t thought through how many different jobs small gas engines do, especially in rural areas. For example, they mention that electric snowblowers cannot handle heavy snow loads, and, as of now, there are only a handful of electric rototillers to help them prep garden beds. They worry that the law was passed with only urban and suburban residents in mind. At the moment, more standard tools like weedwhackers, lawnmowers, and chainsaws are the most readily available tools that comply with the new legislation. These are but a few scenarios that worry consumers where there are either limited or no zero-emissions options.
Consumers are discussing different approaches to make the small engine electric transition more viable and put less strain on individuals and create a more cooperative effort between governments, manufacturers, and consumers. They note beyond a simple ban, governments could support trade-in programs, subsidized electric tool repair, and try-before-you-buy opportunities. They also say that a gradual transition, rather than a wholesale ban, puts the least amount of pressure on consumers and allows them to familiarize themselves with new forms of technology.
The takeaway
Technology-forcing regulation has the power to radically transform industries, but lawmakers do not always consider the nuances of consumer behaviors, needs, or wants, leading to increased strain and limited consumer choice. Examining the complexities of laws like California’s AB 1346 shows how anthropological insights and consumer-centric research can prepare companies for the concerns of consumers when it comes to paradigm-shifting regulation. Ultimately, consumers value choice and freedom and don’t want regulations to “force” them into new habits. Rather, they are more likely to adapt comfortably to new technology like electric yard tools when governments and industry work together to prioritize the consumer and create an economic environment where new tech is more affordable and easier to access. The foregrounding of electric tool technology through this legislation creates an opportunity for manufacturers to capture the market by addressing consumers’ existing concerns and preconceptions about electric yard tools. To improve consumer confidence, electric equipment vendors need to work extra hard to demonstrate to consumers the viability of this technology and can do so through easy-to-access information online, in-store demonstrations, and approachable, knowledgeable staff at equipment dealers. Consumer research with platforms like MotivAI help companies decode and get ahead of consumers’ worries and attitudes to make them more competitive in the ever-changing regulatory marketplace.
