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Energy Pulse™Motivating customers to complete the energy-efficiency journey Presented by: Jill Schaefer WECC Marketing Services March 1, 2012
Findings PREVIEW…“Americans aren’t making the right number of improvements to make their homes energy efficient.”“Home energy audits continue to be the colonoscopyof energy efficiency.”“Lower-income Americans can’t afford to lower their utility bills.”There is a “significant amount of energy-efficient improvement activity despite the recession.”
Agenda • Energy Pulse defined • Homes & Energy • Renewables • Audience Characteristics • Other Facts (to impress people) • Takeaways • Questions/Discussion • Resources
About the Energy Pulse Report • Released in 2011 • Residential • Polled 1,502 Americans (1,000 online, 502 by telephone) • Provides insights into: • No./type of energy-efficiency improvements people complete • How incentives/energy messaging impacts spending • How demographic factors influence energy decisions • Views on traditional vs. alternative energy sources • Conducted by Shelton Group, advertising agency based in Knoxville, TN
Home Energy Use Bottom Line: Most people think their homes are energy efficient.
Energy Saving Actions--ADVANCED What energy efficiency improvements did you do? What order did you do them in? • Installed new windows (23%) • Purchased ENERGY STAR appliance (19%) • Added caulk/weather stripping (21%) Bottom Line: Homeowners don’t do improvements in the order that makes the most sense in terms of cost and energy use.
Renewable Energy Attitudes • 56% couldn’t name one form of renewable energy. • 53% said they are “unlikely” to buy a solar electricity system for their home. • 46% rated messages that manufacturers either buy renewable energy credits OR installed solar panels/wind turbines as “equally good” for positively influencing their opinion of a company or its products.
Demographics • True Believers: • 35-44 and 55–64 age groups. Homeowners. • Educated; driven by environmentalism • 91% rate energy conservation as important • Cautious Conservatives: • 45–64 age group. Homeowners. • Mostly men; educated, wealthy • Informed about energy. Not driven by environmental issues.
Demographics…continued • Concerned Moms: • 18–34 age group. Homeowners (29%). • Married or widowed women; lower income • Driven by saving money and controlling energy costs. Fall into low (0-2) efficiency activity range. • Working Class Realists: • Younger; 25% age 18-24. Renters. • Men; lower income, less educated • Purchased few energy-efficient products; have few conservation habits
Food for Thought • People think they use less energy than they really do. • Only 15% of people have had an energy audit. • BARIERS = Cost (43%) • BENEFITS = Reduce utility bill (28%); avoid wasting energy (15%) • 65-79% rateenergy conservation as important or very important.
Food for Thought…continued • Most respondents (29%) said developing more oil and natural gas production was the most important energy issue. • 55% “believe” human activity is causing global warming. • Only 4% of respondents knew electric generation is the main cause of global warming. • Most (33%) don’t know how electricity is generated.
WECC’s Role Housing Stock • Target homes between 11 and 30 years old; 45% of these homes have done < 3 energy-efficient improvements. Getting to 4 (Magic number for real results) • Increase follow-through/incentive levels to encourage customers to do 4 measures, go from 3 measures to 4, etc. • Prioritize the 4 most important measures customers should do. • Offer packaged incentive programs to sweeten the deal for every action completed. • Increase reward amounts. Educate • Consider increasing awareness-building efforts.
Resources >>Complete Energy Pulse report: S:\Marketing\Marketing Articles\Energy Pulse Report\EnergyPulse2011.pdf >>This presentation: S:\Marketing_Staff\JillS\Lunch and Learn ENERGY PULSE.pptx >> Shelton Group: sheltongrp.com