May, 2015, Washington, DC—Results from the National Awareness of ENERGY STAR® for 2014 are now available. Analysis of the data from the fifteenth annual 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. In 2014, 89 percent of households recognized the ENERGY STAR label when it was shown to them. This constitutes an increase of 48 percent 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 Kira Ashby, Program Manager with 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.”
EPA analyzes 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 seventy 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.
The report shows that significantly more households in 2014—81 percent—have seen or heard of the ENERGY STAR label without a visual aid, compared with 2013, which achieved 73 percent.
The value of the ENERGY STAR program has been built over time through a combination of publicity generated by CEE members, ENERGY STAR partners, 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. CEE members were recently recognized by ENERGY STAR for these efforts.
ENERGY STAR® is the simple choice for energy efficiency. For more than 20 years, people across America have looked to EPA's ENERGY STAR program for guidance on how to save energy, save money, and protect the environment. Behind each blue label is a product, building, or home that is independently certified to use less energy and cause fewer of the emissions that contribute to climate change. Today, ENERGY STAR is the most widely recognized symbol for energy efficiency in the world, helping families and business save $360 billion on utility bills, while reducing greenhouse gas emissions by 2.5 billion metric tons since 1992. Join the millions who are already making a difference at www.energystar.gov.
For fifteen 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 with additional sample points and questions in order to assess ENERGY STAR awareness in their own service areas.
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.