1. ENERGY STAR in review ENERGY STAR Participants Meeting Anne Wilkins and Katherine Delves Office of Energy Efficiency June 4, 2008

2. ENERGY STAR in Canada 2007-2008 -Program highlights – a review of activities -Managing the ENERGY STAR Brand -Loyalty and Brand Equity -Maintaining the Brand -Overview of product criteria and levels -Delivering energy savings (integrity of the mark)

3. Why we should always Look for ENERGY STAR

4. Anne meets the Maytag Man

5. Managing the ENERGY STAR Program – where we are today 2001-20022008 Symbols Product categories2135 Plus houses (ON and SK) Product modelsApprox 10,000over 500,000 Searchable data bases of E* products 4 (Canada – appliances) 23 Participants40425+

6. Our program successes ENERGY STAR : New and more stringent criteria Canada develops decorative light strings spec Begins work on heat recovery ventilators Part of rebate requirements for ecoENERGY Retrofit initiative Criteria for rebates, incentives and tax exemptions; in environmental programs (LEED); in info and web sites in all provinces and territories New houses program expanded to Saskatchewan Requirement for NMSO for office equipment Requirement in various social housing procurement programs for appliance replacements

7. How we help Broadly relevant technologies ENERGY STAR web site –product models –criteria –extranet Publications ENERGY STAR calculator ENERGY STAR in procurement ENERGY STAR workshops ENERGY STAR in the news – common messaging

8. Loyalty Satisfaction Credibility Relevance Differentiation Understanding Awareness Promotion Partnership Persistent Managing the Brand

9. Awareness

10. Promotional Activities Which promotional efforts did participants undertake during 2007?  98% of participants undertook at least one of the promotional efforts listed below: Participants' Promotional Efforts in 2007 0%10%20%30%40%50%60%70%80%90% Increased retail space for E* In-store promotional events E* in flyers & catalogues Promoted E* on company website Link from company website to E* website Promoted E* in company literature Promoted E* in TV or radio ads Distributed E* information to stakeholders Displayed E* materials in showroom Launched campaigns for specific E* products Rebates and incentives Other

11. Awareness of ways to reduce greenhouse gas emissions

12. ENERGY STAR Awareness figures

13. Aided awareness by region

14. Understanding

15. Understanding the meaning of the ENERGY STAR Ipsos-Reid Survey Tracking Study on ENERGY STAR and EnerGuide for NRCan 2007

16. What does NRCan do to promote understanding of ENERGY STAR Material in ecoENERGY Retrofit kits –Pocket cards –Fact sheets and publications ENERGY STAR web site (www.energystar.gc.ca) Newspaper articles (News Canada); media relations; answer thousands of inquiries Working with our participants and other organizations to include ENERGY STAR in material, and to use the symbol correctly.

17. Differentiation

18. Influence of the label on purchasing behaviour

19. Purchasing and loyalty Ipsos-Reid Survey Tracking Study on ENERGY STAR and EnerGuide for NRCan 2007

20. Barriers identified Do any of the following present barriers to the marketing/sale/installation/promotion of ENERGY STAR qualified products in your area? Two-thirds of participants indicated at least one barrier, as depicted below.

21. Relevance

22. Highlights of the ENERGY STAR Participants Survey Participation rate needs to increase, to make it an effective evaluation tool for the program and its participants. –It is a requirement of the administrative arrangement; –It helps to understand barriers and opportunities. 2007 Participants survey - Participant categoryAskedResponded % of Respon- dents per category Manufacturers713651% Retailers291138% Utilities362261% General participants472757% Fenestration manufacturers1408057% Fenestration dealers904146% Total41321752%

23. 2007 ENERGY STAR Participants survey says : Over 90% say that YES, the ENERGY STAR symbol adds value to the products they manufacture and sell ENERGY STAR mostly promoted in product/company literature or website Activities which had the greatest impact on sales : –Utility sponsored incentives, rebates; PST exemptions –Product exchange/rebate programs –Community engagement, workshops and energy assessments –Sales contests –Prime rate loan programs –Incorporating better performance parts and design in products

24. Utility programs across Canada Hydro Québec Ontario Power Authority Efficiency New Brunswick Gvt of Northwest Territories Kitchener Utilities Conserve Nova Scotia

25. Utility programs across Canada BC Hydro City of Sudbury London Hydro Hydro Québec Enbridge Gas

26. Credibility

27. Consistent use of ENERGY STAR symbol - Usage requirements Performance Protecting the ENERGY STAR brand

28. Monitoring the ENERGY STAR Comprehensive program to maintain program integrity and ensure proper use of the ENERGY STAR label –Administrative arrangement requirements –Program identity guidelines –Qualification testing through Self-Certification –Compliance Audit Program Market Surveillance Manufacturer Verification Testing 3 rd Party Certification and Reporting (for regulated products) –Retail Store Level Assessment –Monitoring use of ENERGY STAR in the media –Assessing the consumer experience –Updating performance Criteria to ensure that ENERGY STAR is meaningful

29. Examples of misuse of symbol

30. Examples of misuse of label or name

31. Examples of misuse of ENERGY STAR symbol or name

32. Satisfaction

35. Loyalty

36. Loyalty towards the ENERGY STAR Brand

37. Brand within a brand

38. 2007 ENERGY STAR Participants Survey says.. Were there any other comments or suggestions on any other aspect of NRCan’s ENERGY STAR initiative? –Keep up the good work! –You are a wonderful service and I just wanted to say thank you. –The number of participants involved is excellent. Education of the general public is the main goal, and it is getting there. –Thanks for gathering our feedback. –Continue doing what you are doing.

39. How can we increase market penetration? What additional activities should NRCan undertake to increase market penetration ESTAR? –National advertising –Simplified newsletter for consumers –Promote web site –Position ENERGY STAR as easy action that consumers can take in response to environmental messaging –Assist manufacturers to develop simple visual prompts to demonstrate payback period and/or ROI at point of sale –Target municipalities –Develop free training seminars where clusters of participants are located –Financial incentives –Harmonize activities of provincial governments and utilities, to assist participants in planning and forecasting activities

40. “If your appliances are Avocado... they probably aren't Green.”

41. Guiding principles for ENERGY STAR criteria Significant energy savings can be realized on a national basis Product performance can be maintained or enhanced Purchasers will recover their initial investment within a reasonable time period Efficiency can be achieved with several technology options, at least one of which is non-proprietary Product energy consumption and performance can be measured and verified with testing Effectively differentiate products and be visible for purchasers

42. ENERGY STAR in Canada Harmonized Technology Criteria with harmonized markets (Canada / U.S. / World) Products must first meet the requirements of the Energy Efficiency Regulations and Provincial Authorities Where practical, identify Canada only deviations

43. Products and categories Appliances Clothes washers Dishwashers Refrigerators Dehumidifiers Air cleaners Water coolers Water Heaters Heating & Cooling Central AC Heat pumps Boilers Furnaces Ceiling fans Room AC Ventilating fans Thermostats Home Electronics Battery chargers Telephony TV/VCRs DVD products Home audio External power Adaptors DTA’s Office Equipment Computers Monitors Imaging Fax machines Multi-function devices Lighting CFLs Res. light fixtures DLS SSL Traffic signals Fenestration Windows Doors Skylights Commercial Food Service Refrigerators Freezers Dishwashers Clothes Washers Fryers Steamers Hot food cabinets Vending machines Icemakers Buildings New Homes

44. Criteria – Finalized Revisions –Residential Light Fixtures –CFLs –External Power Adapters –TVs –Residential Refrigerators / Freezers –Residential / Commercial Clothes Washers New Products –Decorative Light Strings (DLS) –Solid State Lighting (SSL) –Digital TV Adapters –Commercial Dishwashers –Commercial Icemakers

45. Criteria – In development Revisions –Set-Top Boxes –Computers –Imaging Equipment –Monitors –Commercial Solid Door Refrigerators and Freezers –Programmable Thermostats –Furnaces –Ventilating Fans –Windows, Doors and Skylights New Products –Servers –Commercial Refrigerator Freezers (laboratory grade) –Commercial Griddles –Water Heaters –HRV’s

46. Criteria Finalized - Revisions Residential Light Fixtures: Version 4.2 effective August 1, 2008 –Primarily addresses GU 24 based lamps and coordinates with CFL criteria –includes: Accelerated, Cycling, Thermal and Voltage stress test; Maximum mercury content; Run up time; Packaging and labelling requirements and 2 year warranty –includes performance requirements for SSL fixture applications CFLs: Version 4.0 effective December 2, 2008 –includes: max mercury levels, increased efficacy, add candelabra base, manufacturer 3rd party testing, elevated temperature testing for reflector CFLs External Power Adapters: effective November 2008 –Increases the Active Mode efficiency requirements –Separate Active Mode requirements for low voltage EPS models –Reduces No-Load power limits and proposed separate No-Load requirements for ac-dc and ac-ac models –Adds a power factor requirement for power supplies with an input power of 100 watts or greater TVs: effective November 2008 –Addresses On Mode and Standby Residential Refrigerators / Freezers: effective April 28, 2008 –20% more energy efficient federal government standard (full size, 7.75 ft 3 or greater; Types 1 - 7) Residential / Commercial Clothes Washers: effective January 1, 2009 –MEF=1.8 and WF=7.5 and for 2011: MEF=2.0 and WF=6.0.

47. Criteria Finalized - New Products Decorative Light Strings (DLS): effective fall 2007 (NRCan lead) –1½ years in development –19 qualified brands and authorized importers –Criteria includes: visual inspection; electrical requirements (maximum input power of 0.20 watts per lamp); Life test (1000 hrs); Weathering requirements (heat and water spray); Product packaging requirements Solid State Lighting Luminaires (SSL): effective September 30, 2008 –Limits coverage to LED systems for “white light” general illumination –Luminaire efficacy key metric –Establish 2 category specification: A. prescriptive specs for near-term lighting applications and B. performance specs for all applications (long term) –Applies to luminaires for commercial and residential general service lighting Digital TV Adapters: effective January 31, 2007 –On mode < 8 W and sleep mode < 1 W Commercial Dishwashers: –on average 25% more energy-efficient and 25% more water-efficient than standard models. Commercial Icemakers –on average 15% more energy-efficient and 10% more water-efficient than standard models.

48. Criteria in development - Revisions Set-Top Boxes: Tier 1 effective January 2009; Tier 2 effective January 2011 –Independent requirements for Service Providers and manufacturers –Service Providers must buy ENERGY STAR or refurbish boxes to meet ENERGY STAR along with ensuring boxes maintain qualification in field. Annual requirements 2009-2011 proposed. –Manufacturers must meet efficiency requirements based on a calculated Typical Electricity Consumption approach Computers: Tier 2: final October 2008, effective July 2009 –For notebooks and desktops: uses an energy efficiency performance assessment (EEPA) tool developed by standards body ECMA (Eccomark) which will allow for scaling by computing performance and greater longevity and viability of spec –Uses similar benchmark tool for workstations developed by SPEC –Covers game consoles, thin clients with requirements specific to these products; also covers desktop derived servers and integrated computers Imaging Equipment: Tier 2: final Summer 2008, effective April 2009 –Address Typical Electricity Consumption (TEC) levels, standby for Operational Mode (OM), other standby requirements, digital front end guidance, minor clarifications Ventilating Fans: initiated only Windows, Doors and Skylights: finalize fall 2008, effective early 2010 (NRCan lead) –Changes include more stringent levels for the four climate zones and increased testing, certification and labelling requirements –NRCan is also trying to coordinate the changes with the U.S. DoE who are also proposing changes to their own program. –Discussion with industry and other key stakeholders is continuing.

49. Criteria in development - Revisions Boilers and Furnaces: Tier II effective October 1, 2008 –Considering going from 90% to 92% for gas and 83% to 85% for oil. (consideration to include electrical criteria postponed to Tier II) –Industry and NRCan support for 92% AFUE for gas. –Some Industry concern with the availability of oil furnaces at 85%; COHA supports 85% oil furnace. Programmable Thermostats current spec expires March 2009 –Little differentiation between ENERGY STAR qualified PT and nonqualified PT. Cost and energy savings are not assured, dependent on consumer behavior. –Initiating a consumer education campaign and requiring partners to participate –Working with industry to develop a new Criteria that will identify and reinforce energy saving behavior by the consumer Monitors: final Fall 2008, effective Summer 2009 –Expanding scope to include small (digital picture frames) and big (professional displays) –Possible convergence at a later time with TV spec into one Display spec, –Power requirements with different features/interfaces. Commercial Solid Door Refrigerators and Freezers: Finalize Summer 2008, effective May 2009 –To include transparent door and hinged door units –Make energy requirements more stringent

50. Criteria in development – New products Servers: Finalize and make effective December 2008 –Current Tier 1 Considerations –Power supply efficiency and/or net power consumption –Standard reporting requirements (standardized data sheet) –Power and temperature reporting requirements –Idle power – looking for input on prevalence in data center –Power management and virtualization “hooks” –Proposed Tier 2 Approach – utilize industry developed energy performance benchmarks to derive requirements HRV: finalize Q1 2009, effective date TBD (NRCan lead) –Considerations include: Sensible Recovery Efficiency (SRE) at 0 degrees C SRE at -25 o C Air movement efficiency - minimum net air flow per W maximum standby power annual electrical use –Labelling regarding installation - with main message to be that for systems using furnace fan and ductwork, ECM for furnace is highly recommended.

51. Criteria in development – New products Water heaters: effective January 2009 (Final in US) –Gas Storage: EF 0.62, tier II EF 0.67 (effective September 2010) –Tankless EF 0.82; Condensing EF 0.80; HPWH COP 2; Solar Fraction in US 0.50 –Water Heater Considerations for Canada: finalize fall 2008 Tankless – change scope from US 50,000-200,000 btu/h to 150,000- 250,000 btu/h HPWH - allow add-on Solar - test method and qualifying level to be based on CSA test methods and Canadian conditions. Commercial Refrigerator Freezers (laboratory grade) –Based on ASHRAE 72, looking for data and input from stakeholders Commercial Griddles: initiated only

52. Trends in criteria Consumer electronics moving from addressing standby to active Coordination between categories Addressing more than just energy Ongoing compliance requirements

53. ENERGY STAR Success Criteria (to be) retired Exit Signs Transformers Traffic Signals Earlier criteria used in regulation Refrigerators Clothes Washers Dishwashers Commercial Refrigeration

54. Integrity of the ENERGY STAR label Comprehensive program to maintain program integrity and ensure proper use of the ENERGY STAR label –Partnership agreement requirements –Program identity guidelines –Qualification testing through Self-Certification –Compliance Audit Program Market Surveillance Manufacturer Verification Testing 3 rd Party Certification and Reporting (for regulated products) –Retail Store Level Assessment –Monitoring use of ENERGY STAR in the media –Assessing the consumer experience –Updating performance Criteria to ensure that ENERGY STAR is meaningful

55. Market surveillance Results from in-store survey Units Tested PassedCompliance Rate Integrated Stereo 399222 Computer Monitors 784543 96 Televisions19811110494 DVD Players7177100 Overall38617215691%

56. CFL testing PEARL

57. Manufacturer verification testing In latest criteria Residential Light Fixtures and CFL’s Testing is funded by manufacturers, but is performed by a third-party laboratory that is certified by the National Voluntary Laboratory Accreditation Program or equivalent Manufacturer testing of computers consideration for next criteria revision

58. Third-Party verification and reporting 3rd party verification applies to ENERGY STAR products for which there are MEPS Performance requirements reported to NRCan 17 of 35 regulated products have ENERGY STAR criteria All have online searchable databases

59. Contact information Katherine Delves, P.Eng. 613-947-1207 kdelves@nrcan.gc.ca Anne Wilkins 613-992-3900 awilkins@nrcan.gc.ca http://www.energystar.gc.ca http://www.energystar.govhttp://www.energystar.gov (US Site)