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Misinformation, Blame & Tightening Belts:Dealing with the American Consumer Mindset on
Energy Efficiency and Conservation
Alliance to Save Energy • November 13, 2008
Eco Pulse
• Internet survey fielded mid-May 2008• Utilized SSI’s online community of 3.5
million+ consumers• Stratified the sample geographically to mirror
U.S. Population• Data is weighted to match U.S. age and
educational attainment• 1,005 completed surveys; +/- 3.09% margin
of error
Energy Pulse®
• An annual, national consumer telephone survey of 504 consumers, August/September
• Taken from a random sample of Americans that closely matches the overall demographics of the U.S. population
• 95% confidence level and a +/- 4.34% margin of error
• Focus Groups, too
Reality CheckWhat Works
What It Looks Like
Consumers say one thing and do another
They think “energy efficiency” and “green” are code words
for “more expensive” (and cost is on their mind)
They’re not just motivated by savings
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Words that work
They know less than you think they do
Causes of Climate Change*
• Fossil fuel combustion accounts for 79% of greenhouse gas emissions– Of that, electricity generation accounts for 41% of CO2,
or nearly a third (32.8%) of all greenhouse gases
• Transportation (personal cars, diesel trucks, heavy duty vehicles, and jet fuel) accounts for 26% of greenhouse gas emissions– Personal vehicles account for 15.7% of all greenhouse
gas emissions
*The Inventory of Greenhouse Gas Emissions and Sinks: 1990-2005 report
Reality: America’s electricity consumption increased 10%
from 2002-2007
Reality:
They have lots of excuses…
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There’s not a lot of consensus
Conclusions
General Conclusions
• The economy is driving consumer thinking right now
• To connect you must promise a deeper benefit: comfort, control, peace of mind
• You must educate, educate, educate…but don’t overwhelm
• You must tailor your message to the right audience
Questions?
Thank you!
Suzanne SheltonShelton Group
sshelton@sheltongroupinc.com865-524-8385