April 28, 2014

Washington, DC—Results from the National Awareness of ENERGY STAR® for 2013 are now available. National Awareness of ENERGY STAR for 2013The report, which is an analysis of data collected through a Consortium for Energy Efficiency (CEE) household survey, shows the strength of the ENERGY STAR brand by measuring label recognition, understanding, and influence on purchasing decisions. Consistent adherence to the brand tenets by EPA and DOE and long-term brand promotion by members of CEE and trade allies has paid off. For the second year in a row, 87 percent of households recognized the ENERGY STAR label when they saw it—a 46 percent increase since CEE first conducted the survey in 2000.

"This year’s survey results show that the ENERGY STAR label continues to be strongly recognized and used by the majority of Americans,” observed Hilary Forster, the principle program manager of Evaluation, Research and Behavior at CEE. “This research demonstrates the continued impact efficiency program administrators have in promoting the label, and CEE members are proud to support this report.”

This year's report presents an analysis by EPA of a survey commissioned by CEE, a nonprofit organization of energy efficiency program administrators. Program administrators are important stakeholders in ENERGY STAR because they promote efficiency in many of the over 70 ENERGY STAR product categories to help achieve reductions in energy use at the local level. Likewise, through local incentives for the purchase of ENERGY STAR labeled products, efficiency programs help ENERGY STAR achieve its goal of lowering greenhouse gas emissions.

Highlights of the Report

The report shows that the majority of American households recognizes and understands the ENERGY STAR label; seventy-three percent of all households recognized the brand name without seeing the label. Up slightly from last year's findings, 65 percent of households associate the ENERGY STAR label with "efficiency or energy savings." Forty-three percent of households knowingly purchased an ENERGY STAR labeled product in the past 12 months, and of those, the majority are likely to recommend an ENERGY STAR product to others.

The value of the ENERGY STAR program has been built over time through a combination of publicity generated by CEE members, other stakeholders, and ENERGY STAR itself. Efficiency program administrators in particular helped propel the growth of ENERGY STAR through their local messaging and promotions. This one-two punch of national and local promotion has created an audience that recognizes the label, understands its meaning, and demonstrates loyalty to the label. All these activities give the ENERGY STAR brand tremendous marketplace clout.

About the ENERGY STAR Survey

For fourteen years, CEE has fielded the ENERGY STAR survey to collect national data on consumer recognition, understanding, and purchasing influence of the ENERGY STAR label, as well as on messaging and product purchases. This information provides critical evidence about the effectiveness of supporting ENERGY STAR at the national level. Additionally, CEE members may choose to supplement the survey to assess ENERGY STAR awareness in their own service areas.

About ENERGY STAR

ENERGY STAR was introduced by EPA in 1992 as a voluntary, market-based partnership to reduce greenhouse gas emissions and other pollutants associated with energy use. Today, the ENERGY STAR label can be found on more than 65 product categories as well as on new homes and buildings. Last year alone, Americans, with the help of ENERGY STAR, saved $24 billion on their utility bills and prevented greenhouse gas emissions equivalent to those of 50 million cars. Products, homes, and buildings that have earned the ENERGY STAR label prevent emissions by meeting strict energy efficiency specifications set by the EPA. For more information, go to www.energystar.gov.

Sponsors

Cape Light Compact NSTAR
Commonwealth Edison Company Pacific Gas and Electric Company
Connecticut Light & Power Southern California Edison
Long Island Power Authority The United Illuminating Company
National Grid Unitil
New Jersey Natural Gas Western Massachusetts Electric
Northwest Energy Efficiency Alliance Xcel Energy

 

About CEE
CEE is an award-winning consortium of efficiency program administrators from the United States and Canada. Members work to unify program approaches across jurisdictions to increase the success of efficiency in markets. By joining forces at CEE, individual electric and gas efficiency programs are able to partner not only with each other, but also with other industries, trade associations, and government agencies. Working together, administrators leverage the effect of their ratepayer funding, exchange information on successful practices and, by doing so, achieve greater energy efficiency for the public good.