Renovation 60plus – Age-appropriate approach, advice and support for home and apartment renovation

Älteres Paar mit Bauplänen (©NicolasMcComber/iStock by Getty Images)

The pilot project “Renovation 60 plus” addresses the target group of over 60 years old owners of detached and semi-detached houses as well as apartment owners. The goal is to win them over for an energy-efficient, possibly age-appropriate renovation. Building on the specific motives and needs of this target group, the project team develops different parts for an innovative, holistic and dialogue-oriented communication and consulting approach.

Research approach

Firstly, the research team will develop a target group-oriented communication concept, called ‘Renovation 60plus’. The campaign “Our house: efficient, comfortable and safe“, which focuses on energy efficiency, accessibility and burglary protection plays an important role in the project. Based on this, consulting services for older owners of detached and semi-detached houses as well as apartment owners and training concepts for craftsmen are developed and tested in the regions of Bremen, Bremerhaven and Hanover. At the same time, a nationwide Internet portal will be created that is tailored to the needs of the 60plus target group. The effects achieved in implementing these offers are evaluated with the help of a survey of users. Finally, the communication concept and the developed communication modules will be presented in a short brochure.


More than half of the owners of detached and semi-detached houses as well as apartments are 60 years and older. This group is of central importance for achieving ambitious climate protection goals. But older owners often shy away from energy-efficient building renovation, which can be combined with age-appropriate refurbishment or burglary protection measures, if necessary. The project association develops strategies to win over this target group for a corresponding renovation.

Project partners

  • Institute for Ecological Economy Research (IÖW)
  • co2online
  • Bremen Energy Consensus
  • Climate Protection Agency Region Hannover


The project “Renovation 60plus” is funded by the German Federal Ministry for the Environment, Nature Conservation and Nuclear Safety (BMU) within the National Climate Initiative.


Fromholz, Kristin/Jutta Deffner/Jasper Rubers/Immanuel Stieß/Henrik Wahlers/Julika Weiß (2019): Ältere Hauseigentümer*innen zielgruppengerecht ansprechen: energieeffizient, komfortabel und sicher wohnen im Alter. Frankfurt am Main: ISOE - Institut für sozial-ökologische Forschung

Stieß, Immanuel/Jutta Deffner/Katharina Reindl/Barbara Birzle-Harder (2017): Sanieren 60plus - Kommunikationskonzept. Frankfurt am Main: ISOE - Institut für sozial-ökologische Forschung


2017/01 – 2019/06