DEFG’s strategic marketing agency, EcoAlign, is focused on energy and the environment and business communications with customers. EcoAlign has just released the latest “EcoPinion” survey report on consumer perceptions of EPA’s “Energy Star” brand for energy efficiency. (Energy Star Web Site.)
DEFG offers this report to the public in hopes of generating greater awareness and dialog around customer communications. Energy efficiency oppostunities are great, but businesses need to instill greater consumer adoption of the new wave of energy efficiency technologies and smart grid technologies.
Please direct people to our Web sites, EcoAlign or DEFG, to download a copy.
EPA’s Energy Star is one of the few credible brands in the energy efficiency space and there is a lot riding on its continued success. One might say that the nation’s short-term energy efficiency and climate change goals depend on consumer acceptance of this mark or brand. Our seventh EcoPinion survey confirms that consumers have high awareness and good acceptance of the Energy Star label. However, our analysis shows that there are steps that need to be taken to maintain the viability and improve the brand, including challenges pointing to a more segmented approach to positioning and messaging. Americans strongly support the evolution of the brand. There should be a tiered approach (such as gold and platinum levels) to distinguish higher levels of energy efficiency. People want and expect this to occur.
Voluntary customer adoption of highly energy efficient devices is one part of our energy future, and it cannot come without labels that consumer can rely on to make good choices about tradeoffs between today’s investments and tomorrow’s energy bills.
Filed under: Energy efficiency
[...] pilot program is completely consistent with the EcoPinion recommendations with respect to evolution of the Energy Star brand. Consumer Reports explains the changes in the [...]