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Changing Habits, the Secret Way to Save Energy:Energy Efficiency and the
Consumer’s “Triple Bottom Line”Kateri Callahan, President
Alliance to Save EnergyFebruary 18, 2010
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Presentation Overview
A few words about the Alliance to Save EnergyWhy energy efficiency? Our great energy resource
Clean, Quickest, CheapestAppealing to the Consumer’s Triple Bottom Line Clean, Comfortable, Cost-effective
What is the Alliance doing?
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What is the Alliance to Save Energy ?Mission :
To promote energy efficiency worldwide to achieve a healthier
economy, a cleaner environment, and greater energy
security.
Organization: Staffed by 60+ professionals32 years of experience$12 million annual budgetRecognized as premier EE
organization in the world
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Working with and Across All Sectors of the Economy - 170 companies, organizations, and institution in Associates Program
- Associates Program membership represents all economic sectors - Initiatives underway in research, policy advocacy, education, technology
deployment, market transformation and communications
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What is energy efficiency???
Doing the same (or MORE) with less
CHEAPEST QUICKEST CLEANEST
Versus energy conservation
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A good track record in the U.S. – Our Greatest Energy Resource
4
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But we can still do more:
Enormous Potential for Savings in ALL Sectors…
Source: McKinsey Global Institute
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How to unlock the potential of EE? Start with energy consumers!
What does it take to change habits?Help the consumer’s Triple Bottom Line - The 3 C’s :
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Example 1: Gasoline, 2008, U.S.
A Blessing in Disguise??
BIG EFFECT ON CONSUMER BEHAVIOR :
From Nov. 2007 and Oct. 2008: Americans drove 100 billion fewer miles (3.3% decrease from 2007) Annual transit ridership rose by 420 million passengers (4% increase)Shift in purchasing behavior to more fuel-efficient vehicles:
>> 2004 :50,000 hybrid cars sold in U.S.
>> 2008+ :300,000
Average gallon of gasoline topped $4.00 in July 2008! (compare to $2.85 in July 2007)
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Example 2: Electricity, 2000-1, CaliforniaCalifornia Cut Energy Use and Peak Demand
“Flex Your Power Campaign ”Retail promotions
TV, Print & Radio Advertising
20/20 Utility Rebate Program Simple Requirement
All Investor-owned Utilities Automatic enrollment
Executive Order
Results Reduced energy consumption at peak by 14%
32% of residents & businesses cut energy use by at least 20%Per capita energy use lower than any industrialized nationCost of savings lower than contract or spot market power purchases
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So, what’s the Alliance doing?Bringing the message home…
Super PowersEPA, NYSERDA, AllianceNationwide TV & Radio
(ABC, CBS, CNN)Consumer Website
Powerful $avingsDOE & Alliance PartnershipAll Media Outlets
The Power is In Your HandsIndustry, DOE, EPA, AllianceAll Media Outlets, Web & Collateral
Energy Hog DOE, Ad Council, Alliance, StatesAll Media Outlets
Web, Collateral Materials
P&G ColdWater Campaign P&G, AllianceAll Media Outlets & Web
Eureka $mart House Energy-Efficiency ChallengeNBC Universal, Industry, DOE, AllianceOn Air, Web–Home Makeover Contest
…via effective consumer campaigns:
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Rep. Heather Wilson and Homeowner Alejandro Porath
Building the message at home“Makeovers,” home rehabilitation projects conducted
in communities across the U.S :.
Albuquerque, NM
Baton Rouge, LA Washington, D.C.
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Taking EE to the classroom…•The Alliance’s Green Schools and Green Campus
Programs take energy efficiency to school:–Educate students about energy and the link between energy
efficiency and the environment, providing hands-on, real-world learning opportunities that empower them to make a real difference
–Save energy at school–Students take their knowledge
home and to the community –Train the next generation
of energy professionals through internships and workshop
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…and beyond
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EE Global 2010: Ideas, Intersections, Solutions to Power an Energy-Efficient EconomyMay 10-12, 2010 : Washington D.C. Convention Center
Established in 2007; held annually, rotating among 5 regions of the world Africa, Asia/Pacific, Europe, Latin America, North America
Organized by an International Steering Committee
Draws 700+ stakeholders High-level – 40% of 2009 attendees self-identified as executives, and another 50% as managers
International –40 countries represented in 2009
Representative of all sectors – buildings, industrial, utilities, transportation, finance Even split of government (28%), business (37%) and non-profit (28%) in 2007 & 2009