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

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?

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

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

What is energy efficiency???

Doing the same (or MORE) with less

CHEAPEST QUICKEST CLEANEST

Versus energy conservation

A good track record in the U.S. – Our Greatest Energy Resource

4

But we can still do more:

Enormous Potential for Savings in ALL Sectors…

Source: McKinsey Global Institute

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 :

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)

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

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:

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.

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

…and beyond

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

Thank you!Contact information:

Kateri Callahankcallahan@ase.org

+1-202-530-2219