On February 15, 2010, Time posted an article on its Money Blog titled, “Why People Aren’t Sold on Energy Efficiency in their Homes”, in which they cited a recent Wall Street Journal article that questioned the effectiveness of home energy efficiency initiatives in Boulder, Colo. Here is the response posted by the Alliance’s Rozanne Weissman, Senior Director of Consumer Campaign.
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You ask, “Should saving energy — and money — be this difficult to achieve?”
Think back to the earlier days of recycling, anti-smoking, drunk driving, and seatbelt policy actions and campaigns. There was initial consumer anger, angst and a lengthy time to gain acceptance. What was disparaged is now accepted. So, too, not wasting energy could become second nature if we do what it takes to get there.
Getting consumers to change behavior is complex. In areas that have public policy implications, behavior change requires a combination of: regulations/standards; meaningful incentives that meet the needs of consumers; targeted multiyear, multimedia social marketing campaigns to support the change with messaging that resonates; and peer engagement. In the energy efficiency arena, it also requires retail support and knowledgeable salespeople and contractors.
You are so right about a neighbor paying significantly less for energy having a greater impact on homeowners than spreadsheets and brochures. Similarly, word-of-mouth from those whose opinions we trust impacts our purchasing decisions.
Some who have commented note that consumers in this economic climate can’t afford energy efficiency improvements and product purchases. We clearly have to make energy efficiency an easier, more affordable, compelling choice and engage peer-to-peer approaches.
Further, as the Alliance to Save Energy emphasizes, we need to humanize energy efficiency and demonstrate that it “pays off” for things we do care about — our pocketbooks, our home comfort, the air we breathe, our respiratory health, our energy security and the world we leave behind. – Rozanne Weissman, Alliance to Save Energy, February 17, 2010.
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What are some ways to “humanize energy efficiency”? Can energy efficieny advocates in the business arena pursue their energy-saving agendas without popular support from the consumer base? Tell us what you’re thinking – and what other topics you’d like to explore at EE GLobal 2010. We welcome your thoughts!
Tags: consumer behavior, consumer campaigns, energy efficiency, energy-efficient consumer products