CEE surveys households annually to track the value accruing to the ENERGY STAR® label and demonstrate the success of local promotion of the ENERGY STAR brand. Resulting insight and trendlines are critical to maintaining federal government and state regulatory support for the label, and in turn continuing to make the label available as a tool for efficiency programs. Fielded to the top 57 Nielsen Designated Market areas, the survey collects data on label recognition, understanding of the label's meaning, emotional connection, purchasing influence, product satisfaction, and loyalty. National Awareness of ENERGY STAR for 2015

The survey dives into details and emerging aspects of ENERGY STAR.

  • Nine percent of households have heard the term connected in relation to ENERGY STAR, almost doubling from five percent in 2014.
  • Households that had seen or heard of Most Efficient were aware that it is a subset of ENERGY STAR
  • In areas where local efficiency programs support the brand, unaided recognition is 85% versus 80% where there is no local support.

The data are analyzed by ENERGY STAR, and results from the National Awareness of ENERGY STAR® for 2015 are now available. Over time, consistent adherence to the brand tenets by EPA and DOE, along with long-term brand promotion by CEE members and trade allies, has paid off.

More households in 2015, 83 percent compared with 81 percent in 2014, have seen or heard of the ENERGY STAR label without visual aid. A level of recognition this high makes ENERGY STAR one of the most valuable brands in US markets.

Knowingly Purchased an ENERGY STAR Product

Program administrators are important stakeholders in ENERGY STAR because they promote efficiency in almost all ENERGY STAR product categories to help achieve reductions in energy use and greenhouse gases at the local level. Likewise, through local promotion of the brand, efficiency programs have helped the brand equity of ENERGY STAR grow.