1. ENERGY STAR ® Engaging Stakeholders: Bringing Social Change Peter Banwell Director, Product Marketing U.S. China Greener Consumption Forum March 22, 2013 The World Bank, Washington D.C.

2. Outline 1.ENERGY STAR Overview & History 2.Current Market Successes Using Partner Networks 3.Summary

3. What is ENERGY STAR? 1.A valuable brand that provides a way to connect with consumers and engage them in caring about saving energy 2.A market tool to help accelerate adoption of new technologies 3.A network of partners to collaborate with on product promotions

4. ENERGY STAR Guiding Principles Significant energy savings No impact on product performance Cost effective Several technology options can qualify Energy consumption can be quantified Label differentiates products and is visible to purchasers

5. Over 65 Product Categories

6. ENERGY STAR Products Americans purchased about 300 million ENERGY STAR qualified products in 2012 Cumulative total of more than 4.5 billion products in the past 20 years Ranging from 10 – 70% more efficient ENERGY STAR Products Sold (Cumulative)

7. Billions of Consumer Impressions

8. Market-building Tool Promotional designation for product marketing –Ads, collateral materials, etc. Basis for Utility program eligibility –Rebates, financing for ENERGY STAR certified products Procurement specification for large organizations –Many organizations specify ENERGY STAR –www.QuantityQuotes.net to connect larger buyers/sellers Sales tax holidays and other tax incentives often reference ENERGY STAR

9. Manufacturers –Produce, distribute, and label products –More than 1,700 in the program Retailers –Stock and promote ENERGY STAR –About 2,500 retailers (20,000+ storefronts) Energy Efficiency Program Sponsors (EEPS) –Utilities and states: educate consumers and provide incentives –About 700 EEPS servicing over 80% of U.S. households spending $1 billion to date to support ENERGY STAR A Large Partner Network

10. Retailers Create Visibility Weekly Circulars In-store Signage

11. Awards Recognize Leaders Annual ENERGY STAR awards are given by EPA Encourage and reward high performers

12. Engaging People of All Ages

13. National Campaign: ENERGY STARs Across America Events Promotion Campaign landing page receives 200,000 views annually EPA PR team will work with partners to pitch events to local media outlets EPA will also promote events in online and social media

14. Brand Awareness is High Source: 2011 Consortium for Energy Efficiency Household Survey. 85% of American households recognize the ENERGY STAR label More than 40% of U.S. households knowingly purchased an ENERGY STAR labeled product

15. Online Resources 15

16. Summary Disciplined approach required, consistent execution of brand promise Multiple partners and stakeholders necessary –Retailers –Manufacturers –Utilities/states Consumers are eager to embrace green products and change, if you help them

17. Peter Banwell EPA ENERGY STAR banwell.peter@epa.gov 202-343-9408 Thank You