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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