CEE News - ENERGY STAR® Recognition High

Survey Shows Sustained Brand Equity

Washington, DC, March 23, 2010—Nearly four in five U.S. Survey Cover

households recognize the ENERGY STAR® label states the National Awareness of ENERGY STAR® for 2009: Analysis of CEE Household Survey. This just released EPA analysis of the CEE ENERGY STAR household survey shows that with recognition at consistently high levels across the county, ENERGY STAR is a truly valuable asset. Despite the emergence of multiple environmental brands, ENERGY STAR continues to command high recognition, convey its meaning, and influence purchasing decisions for high efficiency products.

Highlights of the Report

ENERGY STAR brand equity has been built over time through a combination of publicity generated by ENERGY STAR partners and ENERGY STAR itself. Efficiency program administrators in particular helped propel the growth of ENERGY STAR through their local messaging and partnerships. The one-two punch of national and local advertising has created an audience that not only recognizes the label, but that understands its associations with saving money and the environment, giving it tremendous marketplace clout.

Key findings at the national level

Seventy-seven percent of households recognized the ENERGY STAR label when it was shown to them, up from 76 percent in 2008, and 41 percent in 2000.

Eighty-one percent of households had a high or general understanding of the label’s purpose, with seventy percent at the high level.

Among all households, 33 percent knowingly purchased an ENERGY STAR labeled product in the past 12 months.

For 80 percent of the households that recognized the ENERGY STAR label, and purchased an ENERGY STAR-labeled product, respondents reported that the label influenced at least one of their purchase decisions “very much” or “somewhat.”

Seventy-nine percent of households that recognized the label and reported purchasing an ENERGY STAR labeled product were likely to recommend ENERGY STAR to others.

Awareness of the ENERGY STAR label has been growing steadily over the last decade by leveraging public service announcements and strategic partnerships with retailers, manufacturers, and program administrators. Another key point is that in high publicity areas—that is, areas that have enjoyed sustained high levels of ENERGY STAR publicity—over 50 percent of households correctly identified the government as the originator of the brand and the entity that labels products.

Working with ENERGY STAR

With the commitment from EPA and DOE to expand the ENERGY STAR program, announced at last fall’s CEE Industry Partner’s Meeting, CEE members can expect to build on the equity demonstrated in this survey. As EPA and DOE move to expand product coverage, update products more frequently, enhance product testing, and recognize super efficient products, CEE members will be even better able to leverage this powerful brand to achieve deep savings.

The renewed commitment by the two federal agencies to work together on the nation’s, indeed the world’s, efficiency brand is nothing but good news for CEE members. As key investors in the ENERGY STAR program, CEE members, speaking through CEE, are happy to engage in open dialog with ENERGY STAR, especially about protecting the brand equity as it comes under increasing pressure in the coming months and years. The new memorandum of understanding between DOE and EPA holds great promise for the program administrators at CEE, and members eagerly await the results of the planned 2010 ENERGY STAR awareness survey.

About the ENERGY STAR Survey

For ten years, CEE has fielded the annual ENERGY STAR survey to collect data on consumer recognition, understanding, and purchasing influence of the ENERGY STAR label. Additionally, CEE members who sponsor the survey have the opportunity to supplement the survey in order to assess ENERGY STAR awareness in their own service areas. CEE will begin planning the 2010 ENERGY STAR Survey in the upcoming weeks. If you are interested in sponsoring this year’s survey, please contact Monica Nevius.

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