Results from the CEE 2011 National Awareness of Energy Star. Household Survey are now available online. The survey shows the strength of the Energy Star brand by analyzing measurements of label recognition, understanding, and influence on purchasing decisions. Consistent adherence to the brand tenets by EPA and DOE and long-term brand promotion by members of the Consortium for Energy Efficiency (CEE) and trade allies has paid off. Eighty-four percent of households recognized the Energy Star Label when they saw it – a four percent increase since CCE first conducted the survey in 2000.
This year’s results clearly show that the Energy Star program continues to impact purchasing decisions throughout the United States and that consumer understanding of - and support for - the program remain high,” says Hilary Forster, the senior program manager of evaluation and research at CEE. “On behalf of our members, CEE is proud to continue our involvement in this ongoing research effort.”
This year’s report presents an analysis by EPA of a survey commissioned by CEE, a nonprofit organization of energy efficiency program administrators. Program administrators are important stakeholders in Energy Star because they promote efficiency in almost all Energy Star product categories to help achieve reductions in energy use at the local level. Likewise, through local promotion of the brand, efficiency programs have helped Energy Star achieve its goal of lowering greenhouse gas emissions.
Highlights of the Report
The report shows that the majority of American households recognize, understand, and are influenced by the Energy Star label. Similar to last year’s findings, 64 percent of households associate the Energy Star label with “efficiency or energy savings.” Forty-four percent of households knowingly purchased an Energy Star labeled product in the past 12 months, and of those, nearly 80 percent are likely to recommend an Energy Star product to others.
CEE member support for the label is maintaining these high percentages, as shown by differences in key indicators by level of publicity.
• In high publicity areas, defined as areas with at least two years of sustained promotion by a CEE member, state agency, or other organization, 79 percent of households recognized the label without seeing it, versus 70 percent in areas without this local promotion.
• Sixty-eight percent of households in high publicity areas associated the ENERGY STAR label with “efficiency or energy savings,” compared to 60 percent of households in areas without local promotion.
Among the households that recognized the Energy Star label when shown it, a larger proportion in high publicity areas heard or saw something about Energy Star in radio commercials or from friends, neighbors, relatives, or coworkers.
The value of the Energy Star brand has been built over time through a combination of publicity generated by CEE members, other stakeholders, and ENERGY STAR itself. Efficiency program administrators in particular helped propel the growth of Energy Star through their local messaging and promotions. This one-two punch of national and local advertising has created an audience that recognizes the label, understands its meaning, demonstrates loyalty to the label, and tells their friends and family about the label. All these activities give the Energy Star label tremendous marketplace clout.
About the Energy Star Survey
For eleven years, CEE has fielded the Energy Star survey to collect national data on consumer recognition, understanding, and purchasing influence of the Energy Star label, as well as on messaging and product purchases. This information provides critical evidence about the effectiveness of supporting Energy Star on the national level. Additionally, CEE members may choose to supplement the survey to assess ENERGY STAR awareness in their own service areas. CEE will begin planning the 2012 ENERGY STAR Survey in the upcoming weeks. If you are a CEE member and are interested in sponsoring this year’s survey, please contact Nick Dahlberg.
About Energy Star
Energy Star was introduced by EPA in 1992 as a voluntary, market-based partnership to reduce greenhouse gas emissions and other pollutants associated with energy use. Today, the Energy Star label can be found on more than 60 kinds of products as well as new homes and buildings. Last year alone, Americans, with the help of Energy Star, saved $17 billion on their utility bills and prevented greenhouse gas emissions equivalent to those of 30 million cars. Products, homes, and buildings that have earned the Energy Star label prevent emissions by meeting strict energy efficiency specifications set by the EPA. For more information, go to www.energystar.gov.
CEE is an award-winning consortium of efficiency program administrators from the United States and Canada that unifies program approaches across jurisdictions to increase the success of efficiency in markets. By joining forces at CEE, individual electric and gas efficiency programs are able to partner not only with each other, but also with other industries, trade associations, and government agencies. Working together, administrators leverage the effect of their ratepayer funding, exchange information on successful practices and, by doing so, achieve greater energy efficiency for the public good.