Consumers don't understand what is required for a quality job and don't appreciate the value in improving insulation and air sealing. Consumers often make their decisions around cosmetic or functional upgrades, with little thought to energy efficiency, envelope upgrades, or building science issues. Educating them regarding efficiency options, performance improvements, the need to comply with regulations, potential for hazardous materials, and basic building science at this point is extremely challenging.

Too often consumers select a contractor based on low cost rather than value and quality. The need for WorkSafeBC registration and adequate insurance is usually not top of mind. Consumers face conflicts between their wants, needs, and available budget. Many do not understand that cost-effective home performance upgrades can actually improve affordability due to lower operating costs.

TV programs often set unrealistic cost expectations, leading consumers to choose a lowest cost proposal. These programs may also over-simplify the renovation process, leading to people believing that they can do it themselves or that they don't need skilled labour to do the job. Homeowners don't want to pay more for quality insulation and air sealing because it cannot be seen and the sense is that if insulation is put in the attic, everything must be fine…why pay more?