Work Group #4 - The Role of Marketing and Public Awareness in Energy Efficiency

What is the role of marketing in fostering an energy efficient economy?

• Does there need to be a different relationship between consumers and energy efficiency efforts?
• Will this necessitate greater local and regional marketing and public relations efforts?
• Can successful marketing obviate or reduce the need for current measure incentive expenditures?
• Does good market segmentation and customer research data exist? How is it used? How widely is it disseminated?
• What can we learn from the information currently available? What additional information is needed?
• How location specific is the information? Where do we need to focus? How current is the data? Is some more important than others? What data can be usefully collected and how often should it be updated?
• Which entities fund energy efficiency public awareness campaigns? How is the success of such a campaign measured? Is there survey information on the effectiveness of these campaigns and the level of public awareness of energy efficiency issues and opportunities?
• Are current energy efficiency marketing efforts focused on specific programs? What are the characteristics of a highly successful energy efficiency marketing effort?
• Do energy efficiency marketing efforts have synergy with broader societal issues such as climate change?
• How can messages be combined to take advantage of growing public awareness and interest related to climate change?
• Is there a need/benefit in having a regional “brand” or certification for an energy efficient facility? Are there nationally recognized “brands” that we can leverage?

For more information, contact Darby Collins, (503) 230-3811.