NW Communications & Energy Innovation Conference Presented by John Horvick, Vice President &...
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Transcript of NW Communications & Energy Innovation Conference Presented by John Horvick, Vice President &...
NW Communications & Energy Innovation Conference
Presented by John Horvick, Vice President & Political Director
September 2015
Right Direction/Wrong Track
4
United States (August)
Arizona (August)
Colorado (May 2014)
California (May)
Washington (June)
Idaho (July)
Oregon (July)
Nevada (May)
Utah (January)
26%
30%
35%
40%
43%
44%
51%
53%
73%
Right Direction by State
Job performance
5
Shell Oil
Planned Parenthood
Barack Obama
NASA
John Kerry
Pope Francis
European Union
Electric Ulility Provider
2%
33%
27%
36%
19%
40%
2%
44%
14%
23%
26%
36%
28%
31%
29%
41%
Very statisfied Somewhat satisfied
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20150%
20%
40%
60%
80%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Wrong Track Unemployment Rate
Wro
ng T
rack
Ore
gon U
nem
plo
ym
ent
Rate
Oregon Wrong Track Percentages &Statewide Unemployment Rates
Concern about personal financial situation
7
March 2011 September 2011 January 2012 April 2013 September 2014 December 2014 April 2015
66%71% 71%
65%
52%62% 60%
Somewhat/v...
US median incomes since 2007 (2014 dollars)
8
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 $50,000
$51,000
$52,000
$53,000
$54,000
$55,000
$56,000
$57,000
$58,000 $57,359
$53,657
Median age by race
White
Asian
Native American
African American
Hispanic
Two or more
43
35
33
31
24
42
35
29
32
27
20
National Oregon
National median household incomes/wealth(2013 dollars)
African American
Hispanic
White
Asian
$35,000
$42,000
$60,000
$74,000
$11,000
$14,000
$134,000
$91,000
Net Wealth Income
12
Knowledge & Awareness
Cannot name the three branches of government
Cannot name the source of their drinking water supply
Cannot names the candidates for governor or senator
50%
50%+
60%+
Knowledge and aware of water supply
13
“I am not aware of any information about the water source. I am a super-focused, single mother and business owner. I’m doing a pretty good job just keeping on top of that.”
“It’s one of those things that I don’t think about. I mean, I go and turn the faucet on, it’s there. I go to my refrigerator, get water out of it. I never really think about it. That makes me feel good.”
How knowledgeable are you about how energy is produced, delivered and used?
14
Women Men
21%
46%
Knowledable
What do you most value about living in your state? (national)
Diversity of people
Cost of living
Family/friends
Lifestyle/culture
Shared values/politics
Proximity to natural features
Beauty/scenary
Friendliness/neighborliness
Climate/weather
5%
7%
9%
10%
10%
13%
15%
23%
28%
Most important issues for state leaders to address (national)
Government waste
Environment
Healthcare
Public transit
Roads/bridges
Education
Crime/public safety
Reducing taxes
Jobs/economy
3%
3%
3%
3%
9%
9%
10%
11%
15%
What’s missing?
Most important environmental issue (Pacific Northwest)
Wildlife habitat
Land development
Forest management
Recycling
Garbage/waste
Pollution
Climate change
Air quality
Water quality
3%
4%
5%
6%
7%
12%
12%
18%
24%
Opinion of Climate Change
Series1
4%
78%
18%
Climate change requires us to change our way of life such as driving less or living more simply
If climate change becomes a problem we can deal with it later
Don’t know
21
Estimated current power generation in Pacific Northwest and 10 year desired allocation
Other
Wave/Tidal
Biomass
Geothermal
Solar
Nuclear
Wind
Coal
Natural gas
Hydropower from dams
4%
3%
3%
3%
5%
5%
8%
10%
19%
41%
2%
5%
4%
6%
16%
6%
19%
4%
10%
30%
Desired in 10 years
Current
Importance of increasing taxes or reallocate funds to invest in energy efficiency and conservation
69%
20%
11%
1%
Important Neutral Unimportant Don't know
Support for electric utility investments
91%
74%
55%
96% 95%
37%
90%
45%
80%
Total Democrats Republicans
Investments in expanding al-ternative energy sources
Investments in improving the energy efficiency of coal fired
power plants
Investments to help homes and businesses be more
energy efficient
Reasons to invest in energy efficiency
#1 Reason #2 Reason #3 Reason
$$$$ $$$$ $$$$
Save money Save money Save money
Lower bills Lower bills Lower bills
Cut costs Don’t have a second
Don’t have a third
Money Money It’s the right thing to do
Save moneyNecessityComfortEnvironment (climate, air, water)Expression of valuesReliability of existing systemConcern for future generations
Reasons to invest in energy efficiency
Upfront costsKnowledgeReturn on investmentHassle factorFamily disagreementFinancing
Barriers to making home energy efficiency investments
Series1
10%
55%
35%
Why do electric utility providers want to help their customers be more energy efficient?
Electric utilities exist to make money by selling electricity to individuals and business. They sometimes make a big show about trying to help their customers be more energy efficient, but that is just PR and marketing. What they really want is for their customers to use more electricity so they have higher profits.
The biggest long-term expense that electric utilities have is the need to build more power plants, or expand existing, ones to meet the demands of growing populations. By helping their customers be more energy efficient and use less electricity, electric utilities will spend less money building expensive power plants. And because electric utilities rates are highly regulated, these savings will be passed on to their customers.
18-29 year olds: 52%$25-50k: 47%
HS or less: 40%
Communications
• You are not the audience!
• You know more, you care more.• Be humble, be patient, be persistent
• Connect to values.
• Target communications to values that most resonate with each audience – location, age, race, etc.
• Make links to local conditions when possible.
• Be specific.
• Relate how individuals’ behaviors impact their community to more effectively address how individuals can make a difference in their own “backyard.”
• Use their language.
Communications
Communications
• Consider messengers and tailor to audiences.
• Role of gender, race/ethnicity, income levels, etc.
• Know the influencers: retail sales, contractors, YOU.
• Consider family dynamics and how families make joint decisions about energy efficiency investments.
• Use a positive tone and focus on outcomes.
• Keep a focus on maintaining our quality of life and quality of place.
• Communicate that there is a plan for the future. Failed policies or consequences of bad behaviors are weak reasons for behavior change.
Communications
• Suggest simple steps to behavior change.
• A large number of residents are uncertain or confused about what actions they can take. They are also unsure of where to find additional resources on alternatives. Provide simple changes and link those to outcomes. Be specific.
• Focus on key moments of opportunity.
• For energy efficiency more likely to be reactive than proactive.
Future research
• Track behavior and attitudinal changes over time – surveys
• Develop, test, and refine messages for key groups – focus groups and surveys
• Identify barriers to behavior changes – in depth interviews and focus groups
• Assess opinion leaders: interests, perceptions, values, and priorities – in depth interviews