promoting the e nergy s tar symbol in canada anne wilkins office of energy efficiency natural...
TRANSCRIPT
![Page 1: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/1.jpg)
Promoting the ENERGY STAR Symbol in Canada
Anne Wilkins
Office of Energy Efficiency
Natural Resources Canada
![Page 2: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/2.jpg)
ENERGY STAR in Canada
• Administrative agreement signed between US EPA and US DOE and Natural Resources Canada in May 2001
• Agreement included the promotion by Canada of 13 products, in five categories: appliances; heating and cooling; office equipment; home electronics; lighting and signage.
• Amendment letter submitted by Natural Resources Canada to US EPA and US DOE to add an additional nine products.
![Page 3: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/3.jpg)
List of products for which there are Energy Star specifications in Canada harmonized with the U.S.:
• Home Appliances:– Bottled water coolers; clothes washers; dishwashers; refrigerators
• Heating and cooling:– Air-source heat pumps; resid. Boilers; central and room air
conditioners; dehumidifiers; gas furnaces; programmable thermostats;
• Consumer electronics:– Audio products; DVD; TV; TV-VCR; VCRs
• Office equipment– Computers; monitors; MFD; photocopiers; printers and fax
machines; scanners; mailing machines
![Page 4: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/4.jpg)
Will be adding the following products as of June 2002:
– Ground source heat pumps
– Ventilation fans
– Compact fluorescent lights
– Traffic signals
– Cordless telephones \ answering machines
– Set Top Boxes
– Commercial clothes washers
– Distribution transformers
– Solid Door Refrigerators and Freezers
– Windows and Doors
![Page 5: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/5.jpg)
Setting a context for Energy Star in Canada: Accelerated Standards Action Program
• ASAP part of the Gvt of Canada’s Climate Change Action Plan 2000 – large cross-sectoral initiative designed to help Canada meet its GHG reduction objectives.
• Climate change Action Plan 2000 expected to take us at least one-third of the way towards our Kyoto target. Next series of measures to be developed in Fall after Canada-wide stakeholders consultations
• ASAP designed to stimulate the demand for more energy efficient products as more stringent energy efficiency standards are introduced.
• Energy Star one of several initiatives in ASAP as part of market transformation initiatives
![Page 6: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/6.jpg)
ASAP Program Elements
• Branding Energy Star as a symbol consumers should ask for when seeking energy efficient products
• Piloting financial incentives. First year will be to generate interest in Energy Star as a brand.
• Outreach \ Accelerated Replacement of older equipment to more energy efficient and influence stock efficiency
• Procurement \ Institutional Purchasing activities in all levels of government
![Page 7: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/7.jpg)
Shifting the Marketplace
Efficiency
Products
Minimum Standard t1
Illegal products
EnerGuide and EnergyStar labels
promote consumer preference for more efficient products
![Page 8: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/8.jpg)
Survey Says: …….
• In the absence of any government advertising or promotion, an omnibus survey, which polled 1,000 Canadians revealed that:
– 13% of Canadians can identify the Energy Star symbol without any prompting
– 26% of Canadians, when prompted, can identify the Energy Star symbol
• Canadians have most commonly mentioned Computer equipment as the place where they’ve more often seen the symbol.
![Page 9: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/9.jpg)
Bringing Energy Star into Canada: What we’ve encountered in the development of the program in the last year.
• Issue of harmonization of levels and test specification
• Participation in the development/revision/commentary of the test specification
• Official bilingualism
• Competing priorities
• National Pride
![Page 10: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/10.jpg)
Bringing Energy Star into Canada has not been without its problems!
• Most challenging issue was, and is: Bilingualism and Canada’s Official Bilingualism Act
• Had developed a bilingual tag line under the English-only Energy Star registered mark:
![Page 11: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/11.jpg)
Acceptability testing of a unilingual symbol in Canada
• Our Government Advertising Commmittee asked us to:
– assess the level of acceptability of the Gvt of Canada’s association with an existing international symbol which includes a unilingual component; and
– test the interpretation of “high efficiency” (proposed as tagline to the EnergyStar symbol) and to test for perceived links between high efficiency and the environment.
![Page 12: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/12.jpg)
Results of advertising focus testing revealed:
• The unilingual trademark raised no negative reaction amongst French-speaking Canadians – though the word « international » is key and needs to be integrated into the communications strategy.
• The bilingual tag line was seen more in terms of product performance than energy consumption.
• Recommendation was that: ads by the government use the unilingual tag line only; position it within context of an international initiative that the Gvt of Canada is bringing to the attention of Canadians to help in reducing GHG emissions; that ads encourage Canadians to seek energy efficient products.
![Page 13: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/13.jpg)
Energy Star in Canada
•Energy Star positioned in promotional material as a symbol that consumers should seek for identifying the most energy efficient products
•Canada-wide promotional campaign promoting the recognition of this symbol will kick start in the Fall – after a series of focus testing of newest ad concepts
•Many retailers and manufacturers of appliances now using ENERGY STAR as a launch pad for their promotional activities, with NRCan participating
•Several promotions in retail environment now underway
![Page 14: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/14.jpg)
Other noteworthy activities
• Energy efficient lighting symposium / set up of a Steering Committee for Lighting
• Energy Star activities in HVAC Sector i.e. high efficiency gas furnaces with energy efficient blower motor
• House in Order
![Page 15: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/15.jpg)
Promotion of ENERGY STAR in Canada
– Web site (www.oee.nrcan.gc.ca/energystar)
– Advertising, co-ops and promotional activities
– Marketing initiatives to directly to manufacturers and retailers
– Development of agreements with organizations to promote Energy Star internally and externally
– Incentives
– Sales person training
– Procurement initiative
![Page 16: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/16.jpg)
The Appliance EnerGuide Labels and the Energy Star symbol
![Page 17: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/17.jpg)
![Page 18: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/18.jpg)
![Page 19: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/19.jpg)
![Page 20: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/20.jpg)
![Page 21: Promoting the E NERGY S TAR Symbol in Canada Anne Wilkins Office of Energy Efficiency Natural Resources Canada](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cd75503460f9499f4d4/html5/thumbnails/21.jpg)