Changing Habits, the Secret Way to Save Energy:Energy Efficiency and the
Consumer’s “Triple Bottom Line”Kateri Callahan, President
Alliance to Save EnergyFebruary 18, 2010
Presentation Overview
A few words about the Alliance to Save EnergyWhy energy efficiency? Our great energy resource
Clean, Quickest, CheapestAppealing to the Consumer’s Triple Bottom Line Clean, Comfortable, Cost-effective
What is the Alliance doing?
What is the Alliance to Save Energy ?Mission :
To promote energy efficiency worldwide to achieve a healthier
economy, a cleaner environment, and greater energy
security.
Organization: Staffed by 60+ professionals32 years of experience$12 million annual budgetRecognized as premier EE
organization in the world
Working with and Across All Sectors of the Economy - 170 companies, organizations, and institution in Associates Program
- Associates Program membership represents all economic sectors - Initiatives underway in research, policy advocacy, education, technology
deployment, market transformation and communications
What is energy efficiency???
Doing the same (or MORE) with less
CHEAPEST QUICKEST CLEANEST
Versus energy conservation
A good track record in the U.S. – Our Greatest Energy Resource
4
But we can still do more:
Enormous Potential for Savings in ALL Sectors…
Source: McKinsey Global Institute
How to unlock the potential of EE? Start with energy consumers!
What does it take to change habits?Help the consumer’s Triple Bottom Line - The 3 C’s :
Example 1: Gasoline, 2008, U.S.
A Blessing in Disguise??
BIG EFFECT ON CONSUMER BEHAVIOR :
From Nov. 2007 and Oct. 2008: Americans drove 100 billion fewer miles (3.3% decrease from 2007) Annual transit ridership rose by 420 million passengers (4% increase)Shift in purchasing behavior to more fuel-efficient vehicles:
>> 2004 :50,000 hybrid cars sold in U.S.
>> 2008+ :300,000
Average gallon of gasoline topped $4.00 in July 2008! (compare to $2.85 in July 2007)
Example 2: Electricity, 2000-1, CaliforniaCalifornia Cut Energy Use and Peak Demand
“Flex Your Power Campaign ”Retail promotions
TV, Print & Radio Advertising
20/20 Utility Rebate Program Simple Requirement
All Investor-owned Utilities Automatic enrollment
Executive Order
Results Reduced energy consumption at peak by 14%
32% of residents & businesses cut energy use by at least 20%Per capita energy use lower than any industrialized nationCost of savings lower than contract or spot market power purchases
So, what’s the Alliance doing?Bringing the message home…
Super PowersEPA, NYSERDA, AllianceNationwide TV & Radio
(ABC, CBS, CNN)Consumer Website
Powerful $avingsDOE & Alliance PartnershipAll Media Outlets
The Power is In Your HandsIndustry, DOE, EPA, AllianceAll Media Outlets, Web & Collateral
Energy Hog DOE, Ad Council, Alliance, StatesAll Media Outlets
Web, Collateral Materials
P&G ColdWater Campaign P&G, AllianceAll Media Outlets & Web
Eureka $mart House Energy-Efficiency ChallengeNBC Universal, Industry, DOE, AllianceOn Air, Web–Home Makeover Contest
…via effective consumer campaigns:
Rep. Heather Wilson and Homeowner Alejandro Porath
Building the message at home“Makeovers,” home rehabilitation projects conducted
in communities across the U.S :.
Albuquerque, NM
Baton Rouge, LA Washington, D.C.
Taking EE to the classroom…•The Alliance’s Green Schools and Green Campus
Programs take energy efficiency to school:–Educate students about energy and the link between energy
efficiency and the environment, providing hands-on, real-world learning opportunities that empower them to make a real difference
–Save energy at school–Students take their knowledge
home and to the community –Train the next generation
of energy professionals through internships and workshop
…and beyond
EE Global 2010: Ideas, Intersections, Solutions to Power an Energy-Efficient EconomyMay 10-12, 2010 : Washington D.C. Convention Center
Established in 2007; held annually, rotating among 5 regions of the world Africa, Asia/Pacific, Europe, Latin America, North America
Organized by an International Steering Committee
Draws 700+ stakeholders High-level – 40% of 2009 attendees self-identified as executives, and another 50% as managers
International –40 countries represented in 2009
Representative of all sectors – buildings, industrial, utilities, transportation, finance Even split of government (28%), business (37%) and non-profit (28%) in 2007 & 2009
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