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Promoting the e nergy s tar symbol in canada l.jpg

Promoting the ENERGY STAR Symbol in Canada

Anne Wilkins

Office of Energy Efficiency

Natural Resources Canada


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ENERGY STAR in Canada

  • Administrative agreement signed between US EPA and US DOE and Natural Resources Canada in May 2001

  • Agreement included the promotion by Canada of 13 products, in five categories: appliances; heating and cooling; office equipment; home electronics; lighting and signage.

  • Amendment letter submitted by Natural Resources Canada to US EPA and US DOE to add an additional nine products.


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List of products for which there are Energy Star specifications in Canada harmonized with the U.S.:

  • Home Appliances:

    • Bottled water coolers; clothes washers; dishwashers; refrigerators

  • Heating and cooling:

    • Air-source heat pumps; resid. Boilers; central and room air conditioners; dehumidifiers; gas furnaces; programmable thermostats;

  • Consumer electronics:

    • Audio products; DVD; TV; TV-VCR; VCRs

  • Office equipment

    • Computers; monitors; MFD; photocopiers; printers and fax machines; scanners; mailing machines


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Will be adding the following products as of June 2002:

  • Ground source heat pumps

  • Ventilation fans

  • Compact fluorescent lights

  • Traffic signals

  • Cordless telephones \ answering machines

  • Set Top Boxes

  • Commercial clothes washers

  • Distribution transformers

  • Solid Door Refrigerators and Freezers

  • Windows and Doors


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Setting a context for Energy Star in Canada: Accelerated Standards Action Program

  • ASAP part of the Gvt of Canada’s Climate Change Action Plan 2000 – large cross-sectoral initiative designed to help Canada meet its GHG reduction objectives.

  • Climate change Action Plan 2000 expected to take us at least one-third of the way towards our Kyoto target. Next series of measures to be developed in Fall after Canada-wide stakeholders consultations

  • ASAP designed to stimulate the demand for more energy efficient products as more stringent energy efficiency standards are introduced.

  • Energy Star one of several initiatives in ASAP as part of market transformation initiatives


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ASAP Program Elements

  • Branding Energy Star as a symbol consumers should ask for when seeking energy efficient products

  • Piloting financial incentives. First year will be to generate interest in Energy Star as a brand.

  • Outreach \ Accelerated Replacement of older equipment to more energy efficient and influence stock efficiency

  • Procurement \ Institutional Purchasing activities in all levels of government


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Shifting the Marketplace

Minimum

Standard t1

Products

EnerGuide and EnergyStar labels promote consumer preference for more efficient products

Illegal products

Efficiency


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Survey Says: …….

  • In the absence of any government advertising or promotion, an omnibus survey, which polled 1,000 Canadians revealed that:

    • 13% of Canadians can identify the Energy Star symbol without any prompting

    • 26% of Canadians, when prompted, can identify the Energy Star symbol

  • Canadians have most commonly mentioned Computer equipment as the place where they’ve more often seen the symbol.


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Bringing Energy Star into Canada: What we’ve encountered in the development of the program in the last year.

  • Issue of harmonization of levels and test specification

  • Participation in the development/revision/commentary of the test specification

  • Official bilingualism

  • Competing priorities

  • National Pride


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Bringing Energy Star into Canada has not been without its problems!

  • Most challenging issue was, and is: Bilingualism and Canada’s Official Bilingualism Act

  • Had developed a bilingual tag line under the English-only Energy Star registered mark:


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Acceptability testing of a unilingual symbol in Canada

  • Our Government Advertising Commmittee asked us to:

    • assess the level of acceptability of the Gvt of Canada’s association with an existing international symbol which includes a unilingual component; and

    • test the interpretation of “high efficiency” (proposed as tagline to the EnergyStar symbol) and to test for perceived links between high efficiency and the environment.


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Results of advertising focus testing revealed:

  • The unilingual trademark raised no negative reaction amongst French-speaking Canadians – though the word « international » is key and needs to be integrated into the communications strategy.

  • The bilingual tag line was seen more in terms of product performance than energy consumption.

  • Recommendation was that: ads by the government use the unilingual tag line only; position it within context of an international initiative that the Gvt of Canada is bringing to the attention of Canadians to help in reducing GHG emissions; that ads encourage Canadians to seek energy efficient products.


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Energy Star in Canada

  • Energy Star positioned in promotional material as a symbol that consumers should seek for identifying the most energy efficient products

  • Canada-wide promotional campaign promoting the recognition of this symbol will kick start in the Fall – after a series of focus testing of newest ad concepts

  • Many retailers and manufacturers of appliances now using ENERGY STAR as a launch pad for their promotional activities, with NRCan participating

  • Several promotions in retail environment now underway


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Other noteworthy activities

  • Energy efficient lighting symposium / set up of a Steering Committee for Lighting

  • Energy Star activities in HVAC Sector i.e. high efficiency gas furnaces with energy efficient blower motor

  • House in Order


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Promotion of ENERGY STARin Canada

  • Web site (www.oee.nrcan.gc.ca/energystar)

  • Advertising, co-ops and promotional activities

  • Marketing initiatives to directly to manufacturers and retailers

  • Development of agreements with organizations to promote Energy Star internally and externally

  • Incentives

  • Sales person training

  • Procurement initiative


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The Appliance EnerGuide Labels and the Energy Star symbol


  • Login