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ENERGY STAR ® & Air Cleaners. January 14, 2003 McCormick Place, Chicago, IL Andrew Fanara, EPA Meeting Topics. Overview of ENERGY STAR The Benefits and Successes of ENERGY STAR EPA’s Interest in Air Cleaners Savings Potential of Air Cleaners

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energy star air cleaners

ENERGY STAR® & Air Cleaners

January 14, 2003

McCormick Place, Chicago, IL

Andrew Fanara, EPA

meeting topics
Meeting Topics
  • Overview of ENERGY STAR
  • The Benefits and Successes of ENERGY STAR
  • EPA’s Interest in Air Cleaners
  • Savings Potential of Air Cleaners
  • The Product Development Process
  • Next Steps
program basics
Program Basics

Program Objective

  • Government-backed label making it easy for purchasers to identify energy saving products
  • Strict energy performance criteria set by US EPA and DOE
  • Voluntary partnership
product categories
Product Categories
  • More than 30 product categories to-date including both residential and commercial products
    • Some home comfort products include dehumidifiers, HVAC equipment, programmable thermostats, ceiling fans, and more….
who participates in energy star
Who Participates in ENERGY STAR?
  • Manufacturers
  • Retailers
  • Small Businesses
  • Utilities
  • Builders and Building Managers
  • Government Agencies
  • Non-Governmental Organizations
who benefits from energy star
Who Benefits from ENERGY STAR?
  • Consumers: Save money on utility bills
  • Retailers: Loyalty to consumer needs and concerns about energy and the environment
  • Manufacturers: Environmental stewardship and reward for offering energy-efficient products
  • Utilities: Better load management and possible reductions in capital expenditures
  • The Environment:

Less energy Less pollution Cleaner environment

success to date
Success to Date
  • More than 1,200 manufacturers labeling >13,000 product models
  • More than 400 retailers (16,000 storefronts)
  • 160 state and utility partners supplying nearly 60% of US customers
  • To date, American consumers have purchased more than 750 million products that have earned the ENERGY STAR
media campaign
Media Campaign
  • Objective
    • Increase awareness and drive sales
  • Target markets and demographics
  • Generate TV & print adds, news articles, web site content, PSAs, bill stuffers, training materials
media campaign cont
Media Campaign (cont.)
  • Product related print articles range from 250-450 per month
  • In the past year, product related articles reached a circulation of more than 5 billion
media campaign cont12
Media Campaign (cont.)

Partner Efforts:

  • More than 600 companies advertise ENERGY STAR products per month in print
    • up from about 500 a year ago
  • About 8,000 print ads display the ENERGY STAR
    • appliance and windows >3000
    • HVAC ~1000
media campaign psas
Media Campaign: PSAs
  • Three PSAs released: lighting, office equipment, and ENERGY STAR Homes
    • Distributed to 150 top TV markets, 50 top daily newspapers, 1000+ magazines, 35 national radio networks
    • More than $5 million in equivalent ad value (TV, radio, print)
    • Airing in the best day-parts more than half the time

Performing 15% better than the average government PSA

why air cleaners
Why Air Cleaners?
  • Significant energy savings potential
  • Indoor air public heath concerns
  • Retail opportunities
  • Promotional opportunities via EPA’s home improvement initiative
  • Interest from air cleaner manufacturers
why air cleaners cont
Why Air Cleaners (cont.)?
  • Projected increase in consumer interest and sales*
  • Little market incentive for energy-efficient air cleaners
  • Opportunity for product differentiation

*Source: (an AHAM Web site); and American Lung Association/ Honeywell, white paper, "Residential Air Cleaning Devices: Types, Effectiveness, and Health Impact."

retail opportunities
Retail Opportunities
  • Several retailers have developed home environmental departments carrying an emerging line of home products
    • Air cleaners are a key product offering
  • ENERGY STAR retail partners represent well over 50% of room air cleaner sales
    • Home Depot, Lowes Companies, Sam’s Club, Sears Roebuck and Company, Wal-Mart Stores, etc.
assumptions behind projections
Assumptions behind Projections
  • Year 1 market penetration = 16%
  • Out years stable at 20%:
    • Equivalent to removing carbon dioxide pollution from 92,000 cars in 2010
    • $300 million dollars saved 2003 – 2010

(no discounting)

    • Projected lifetime savings per air cleaner = $210* per household

(no discounting)

* Assuming a lifetime of 8.5 years and a constant energy savings, projected lifetime savings = annual energy savings X annual projected electricity price

assumptions behind projections contd
Assumptions behind Projections (Contd.)
  • Shipments in 1,000s*
    • 1995 = 1,900
    • 2000 = 1,650
    • 2010 = 2,020 (assumes a 3% yearly growth)
    • 2010 stock = 15 million units
  • Lifetime = 8.5 Years, Conservative
    • Appliance Magazine source = 11 years average for electronic air cleaners
  • Residential electricity rate in 2010 = 7.4 cents/kWh (US DOE)
  • Usage pattern – continuous operation

*Source: AHAM historical data

product development guiding principals
Product Development Guiding Principals

Criteria for Product Selection:

  • Significant energy savings potential
  • Efficiency is cost-effective
  • Performance is maintained or enhanced
  • Efficiency is achieved with non-proprietary technology
  • Product differentiation and testing are feasible
  • Labeling would be effective in the market
specification development process
Specification Development Process
  • Energy and environmental analysis
  • Market research and design analysis
  • Specification development (in cooperation with stakeholders)
specification development process cont
Specification Development Process (cont.)
  • EPA cooperates with stakeholders:
    • Transparency
      • All stakeholder comments posted to ENERGY STAR Web site
      • EPA releases a Decision Memo at the end of the product development process which addresses all comments and provides justification of specification levels and requirements
    • Open door policy
    • Manufacturer participation
specification development process cont28
Specification Development Process (cont.)
  • It is not EPA’s intention to set a specification that allows all products to qualify
    • Strive for at least 25% of the market; top performers
  • Performance based; technology neutral; encourages quality maintenance
specification development process cont29
Specification Development Process (cont.)
  • To define a test standard, EPA will build on existing test procedures
  • How to best build on AC-1
    • Wattage is currently measured and collected
    • Wattage is not written into current test procedure, yet consistently measured by labs
    • Could a test method be derived for an ENERGY STAR specification?
partnership agreement
Partnership Agreement
  • Once the specification is finalized, companies must sign a Partnership Agreement with EPA
    • By signing, partner agrees to develop, label, and promote qualified products according to the Program Requirements (i.e., specification) for that product
  • Product is launched at trade show or other industry event
    • Partners that sign Agreement prior to the event may participate in the launch
next steps
Next Steps
  • Draft an energy consumption test procedure and Draft 1 specification
  • Collect additional product performance data (Watts)
  • Determine an appropriate measurement of both quality and energy efficiency
    • For example; CADR/Watts
assumptions behind projections cont
Assumptions behind Projections (Cont.)

UECs calculated from Access Business Group test data. ENERGY STAR UECs assume 2 CADR/Watt specification. Assume a continuous duty cycle and operation conditions in a laboratory setting.

preliminary energy usage data
Preliminary Energy Usage Data
  • Performance and energy usage data provided by Access Business Group
    • Data obtained for 38 air cleaner units
    • CADR performance rating obtained from AHAM directory
    • Energy consumption data determined by actual tests performed by Access Business Group
  • Data shows wide range of product differentiation
    • CADR range: 2 - 300
    • Energy consumption (watts) range: 4 - 300
    • CADR/watts range: 0.4 – 3.82
air cleaner performance data analysis
Air Cleaner Performance Data Analysis

Source: Access Business Group database of model performances


Air Cleaner Performance Data Analysis

Source: Access Business Group database of model performances

the new mark and why
The New Mark and Why
  • Can now be read as ENERGY STAR
  • Not recessive, works better when small
  • Box is stronger, more authoritative
  • Blue is aspirational
  • One color makes it easy, more recognizable
  • It is a relatively easy change to make

Government sponsorship and source of authority -- isn’t part of mark, but will be an important part of our messaging

Example of current mark
  • Can read SEARS, Kenmore, and TRANE
  • Where is ENERGY STAR?

Example of new mark

  • Works better
  • ENERGY STAR adds value, is complementary


  • Can read LOWES, SHARP, etc.
  • Can you read ENERGY STAR?