realizing the advantages of energy efficiency in your business

CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.

Insights into effectively marketing green and efficient homes

Tennessee Energy Education Initiative

Say it right

CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.

We help companies define and leverage their energy efficiency and sustainability commitments to gain a market advantage.


How can you increase consumer demand for green homes?


Start with the channel


Once the channel is on board, then target the consumer


Level Setting


2009

2010

2011

2012


In which product categories are you searching for greener products?

70.8% 60.7% 59.2% 58.0% 46.5% 46.0% Light bulbs/

fixtures Home

cleaning Laundry/

dishwashing Paper Food/

beverages Personal

care


In which product categories are you searching for greener products?

42.8% 38% 36.7% 36.4% 34.9% 32.5% Appliances Electronics Yard and

gardening Home renewable

energy Plumbing fixtures

Home improvement

products


They care about many of the features/benefits inherent to green homes


Say higher energy efficiency would cause them to choose one new home over another

82%


If you were the President…


Solar 36% 17%

Wind


Are at least somewhat concerned about indoor air quality

46%


But…


What they think they should do to improve the indoor air quality of a home isn’t entirely right

42.6% 34.2% 34.0% 30.8% 29.2% 20.5% Clean air

ducts HEPA filters Improve

home’s ventilation

Open windows

Electric air cleaner

House plants


So…

DON’T: •  Use the words “indoor air quality” •  Talk about saving the planet

DO: •  Tout the end benefits of IAQ •  Talk about improved comfort •  Talk about “no harsh chemicals,” and “keeping

your family safe from toxins” •  Talk, specifically, about how much money they’ll

save on utility bills


How can you increase consumer demand for energy efficient homes?


Level setting


“Green” = “energy efficiency” in the building sector


Energy conservation importance is up.


Our top energy concern: Our dependence on foreign countries.

36.9% 29.9% 20.0% 13.1% America depends

too much on foreign countries for energy

My ability to pay for energy

The environmental impact of our energy use

We’re using up our energy resources at

the expense of future generations.

The stated motivation for an energy efficient home is to save money.

The stated obstacle to embracing energy efficiency is up-front cost. (In your case, the cost of a comparable unit.)


There are some very real emotional obstacles in the way of motivating Americans to make

energy efficiency more important in their homes


Apathy


Misperceptions


think they don’t use more electricity today than they did five years ago

80%


Anger


The Wheel of Blame Utilities are now at the top of the “blame” list for high energy costs – ahead of oil companies, the government, unrest in the Middle East and consumer demand.


Anger Apathy


About now you’re thinking, “Clearly, we need to educate people.”


Don’t try to “educate” the market into being energy efficient


Don’t try to scare the market into buying


Connect them to the real, underlying benefits of green & efficient homes they actually care about


Focus in on the features they value most


Push behaviors, not just products


Over half of potential buyers admit they would likely use energy-efficient products more.

53%


Summary

•  Start with the channel •  Then engage the consumer

–  Don’t talk about saving the planet or IAQ (like they know what it means) –  Don’t try to educate, scare or spin them into buying –  Push increased comfort for the family, healthier for everyone in the home,

controlling energy bills –  Push behaviors, not just products –  Create specific, logical action steps


Discussion


Thank you! Adam Kustin

865.524.8385 [email protected]

realizing the advantages of energy efficiency in your business

Technology