ENERGY STAR ® Engaging Stakeholders: Bringing Social Change Peter Banwell Director, Product...
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ENERGY STAR ® Engaging Stakeholders: Bringing Social Change Peter Banwell Director, Product Marketing U.S. China Greener Consumption Forum March 22, 2013 The World Bank, Washington D.C.
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Transcript of ENERGY STAR ® Engaging Stakeholders: Bringing Social Change Peter Banwell Director, Product...
ENERGY STAR® Engaging Stakeholders: Bringing Social Change
Peter BanwellDirector, Product Marketing
U.S. China Greener Consumption ForumMarch 22, 2013
The World Bank, Washington D.C.
Outline
1. ENERGY STAR Overview & History
2. Current Market Successes Using Partner Networks
3. Summary
What is ENERGY STAR?
1. A valuable brand that provides a way to connect with consumers and engage them in caring about saving energy
2. A market tool to help accelerate adoption of new technologies
3. A network of partners to collaborate with on product promotions
ENERGY STAR Guiding Principles
Significant energy savings
No impact on product performance
Cost effective
Several technology options can qualify
Energy consumption can be quantified
Label differentiates products and is visible to purchasers
Over 65 Product Categories
ENERGY STAR Products
• Americans purchased about 300 million ENERGY STAR qualified products in 2012
• Cumulative total of more than 4.5 billion products in the past 20 years
• Ranging from 10 – 70% more efficient
ENERGY STAR Products Sold (Cumulative)
Billions of Consumer Impressions
Market-building Tool
• Promotional designation for product marketing – Ads, collateral materials, etc.
• Basis for Utility program eligibility– Rebates, financing for ENERGY STAR certified products
• Procurement specification for large organizations– Many organizations specify ENERGY STAR– www.QuantityQuotes.net to connect larger buyers/sellers
• Sales tax holidays and other tax incentives often reference ENERGY STAR
• Manufacturers– Produce, distribute, and label products– More than 1,700 in the program
• Retailers– Stock and promote ENERGY STAR– About 2,500 retailers (20,000+ storefronts)
• Energy Efficiency Program Sponsors (EEPS)
– Utilities and states: educate consumers and provide incentives– About 700 EEPS servicing over 80% of U.S. households
spending $1 billion to date to support ENERGY STAR
A Large Partner Network
Retailers Create Visibility
Weekly Circulars
In-store Signage
Awards Recognize Leaders
• Annual ENERGY STAR awards are given by EPA
• Encourage and reward high performers
Engaging People of All Ages
National Campaign:ENERGY STARs Across America
Events Promotion
• Campaign landing page receives 200,000 views annually
• EPA PR team will work with partners to pitch events to local media outlets
• EPA will also promote events in online and social media
Brand Awareness is High
Source: 2011 Consortium for Energy Efficiency Household Survey.
• 85% ofAmerican households recognize the ENERGY STAR label
• More than 40% of U.S. households knowingly purchased an ENERGY STAR labeled product
Online Resources
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Summary
• Disciplined approach required, consistent execution of brand promise
• Multiple partners and stakeholders necessary– Retailers– Manufacturers– Utilities/states
• Consumers are eager to embrace green products and change, if you help them
