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Introduction to Commercial Building
Energy Efficiency through EPA’s
ENERGY STAR® Program
Week 3: Market Transformation and
the Role of the ENERGY STAR
Program


Outline
• Class Objectives
• Market Transformation and the Role of the
ENERGY STAR Program
– Program purpose
– ENERGY STAR brand influence on consumer
and organization decisions
– The impact of the ENERGY STAR Pledge
– Increasing ENERGY STAR program
effectiveness
2


Class Objectives
Upon completion of this unit, you will be able to:
•Describe the purpose of the ENERGY STAR program
•Explain how the ENERGY STAR brand has influenced
consumer and organization decisions
•Explain how the ENERGY STAR Buildings program uses a
whole building approach to help organizations track their energy
use and improve energy performance.
•Explain how local governments are creating campaigns to save
energy in privately owned buildings and connecting this to

stimulus dollars they receive from DOE Grants.
•Discuss how the ENERGY STAR program could increase its
effectiveness
3


Program Purpose


Opportunities for Energy
Efficiency
• The energy used by a
building to support just
one office worker for a
day causes more than
twice as many
greenhouse gas
emissions as that
worker’s drive to and
from work.

“ENERGY STAR: At Work.” />
5


What is ENERGY STAR?
• Voluntary program administered by the U.S.
Environmental Protection Agency
1992
First ENERGY

STAR qualified
product

1995
First ENERGY
STAR qualified
home

1999
First ENERGY
STAR qualified
building

2003
First commercial
building design and first
ENERGY STAR
qualified plant

“ENERGY STAR® Products: 20 Years of Helping America Save Energy Save Money and Protect the Environment.”
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6


Builds Upon Intersection of
Interests
Environmental
Protection
Manufacturer/Retailer
Interests

Consumer
Preferences

• Cost-effective
Utility
Program
Sponsor
Interests

• No sacrifice in
performance

Consumer is key!
7


ENERGY STAR Promise
Brand Promise
• Protects the environment through superior energy
efficiency
• No tradeoffs in performance or quality
• Cost-effective (reduces the “second price tag” – the cost
of operations)
Why it works
• Government-backed symbol providing reliable, unbiased
information—a source of authority
• Binary (Y/N)
• Power of the individual to make a difference
• Fair treatment across technologies and manufacturers for

products that deliver similar savings to the consumer
8


Growing Awareness and Interest
in ENERGY STAR
Awareness & influence continue to grow!
U.S. households recognize, understand, and are
influenced by the ENERGY STAR label.
• As of 2014, 89% of households recognized the
ENERGY STAR, and 77% of those households that
purchased an ENERGY STAR product were
“somewhat” or “very much” influenced by the label.

“National Awareness of ENERGY STAR® for 2014.”
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9


ENERGY STAR Strategies

Residential

Commercial & Industrial
Corporate Energy Management

Certified Products as of 2014
•
•
•

70+ product categories
50,000+ certified products
10–60% more efficient

•
•

Certified New Homes
•

20–30% more efficient

Home Improvement Services
•
•
•

Beyond products
Ducts / home sealing
Whole home retrofits

Benchmarking, goals, upgrades
– Management & systems – not widgets
Indicates whole-building excellence
– Technical assistance

Certified Products
•

For plug-load, not system components

Industrial
Small Business Initiative

International partnerships: Canada, EU, Japan, etc.
“ENERGY STAR Overview of 2014 Achievements.”
/>
10


ENERGY STAR: At Home
Certified Products as of 2014
•70+ product categories including lighting, appliances,
electronics, etc.
•50,000+ certified products

Certified New Homes as of 2014
•Nearly 1.6 million certified homes

Home Improvement
•Tools to assess energy efficiency of existing homes
•Improve with proper sealing and insulating; efficient heating
and cooling
•Whole-home approach
“ENERGY STAR Overview of 2014 Achievements.”
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11

ENERGY STAR: In Your Community
Certified Buildings and Industrial Facilities
• The places where we work, shop, play and learn:
– Auto assembly, cement manufacturing, corn refining,
and petroleum refining facilities
– Schools, hotels, hospitals, supermarkets, offices, retail
stores, banks, dormitories, medical offices, courthouses,
warehouses, multifamily properties
• More than 25,000 buildings have earned the ENERGY
STAR for energy efficiency through 2014
• Over 120 Designed to Earn the ENERGY STAR (preconstruction) commercial projects through 2014
• 40% more efficient, emit 35% less carbon dioxide

“ENERGY STAR Overview of 2014 Achievements.”
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12


ENERGY STAR: In Your Community
(continued)

Corporate Energy Management
• Company-wide approach
–
–
–
–
–

Strategic goal setting and planning

Benchmarking
Operational changes
Upgrades & improvement
Employee involvement
• (management & systems vs. widgets & technology)

• Tools to assess & improve energy efficiency of
commercial buildings and industrial facilities
– National Energy Performance Rating Scale (1–100 scale)
– Energy tracking tool (Portfolio Manager)
– Plant Energy Performance Indicators (EPIs)

“ENERGY STAR Overview of 2014 Achievements.”
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13


Success: 2014 Accomplishments
• Americans, with the help of ENERGY STAR:
– Saved $34 billion on energy bills
– Prevented 300 million metric tons of GHG emissions—
equivalent to the emissions from 63 million vehicles

• More than 85% household recognition
• 16,000 ENERGY STAR partners
• 5.2 billion+ qualified products sold since 1992
• Nearly 1.6 million ENERGY STAR qualified homes
• Hundreds of thousands buildings benchmarked
“ENERGY STAR Overview of 2014 Achievements.”
/>

14


ENERGY STAR Brand Influence


ENERGY STAR:
Brand Promise and Key Principles
The Promise
• Protects the Environment

through superior energy efficiency

• No Tradeoffs

in performance or quality

• Cost-Effective

low-cost energy efficiency improvements

The Principles
• Source of Authority

government-backed symbol providing
valuable, unbiased information

• Power of the Individual
to make a difference

“Building a Powerful and Enduring Brand: The Past, Present, and Future of the ENERGY STAR® Brand.”
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16


Strategy: EDUCATE and
Goal:
ACTIVATE
• Raise awareness to help Americans save energy and fight global
warming

Audiences:
• Consumers & Employees (create demand)
• Corporate Level Executives (drive strategy and progress)
• Energy & Facility Managers (direct and implement)
Desired Results:
• Increased consumer/employee awareness of energy saving actions
they can take where they work, shop, play, and learn
• Increased consumer/employee demand for energy efficiency where
they work, shop, play, and learn
• Increased awareness of your organization’s efforts, in partnership with
ENERGY STAR, to save energy and fight global warming
Ultimate Result: Decrease greenhouse gas emissions
“Building a Powerful and Enduring Brand: The Past, Present, and Future of the ENERGY STAR® Brand.”
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Reaching Consumers—Speaking
to the Head AND the Heart

• Protecting the environment creates a long-term connection
for action, which helps to motivate change.
• The Head: Energy efficiency is a rational decision—saves
energy and money.
• The Heart: Energy efficiency is supported by an emotional
connection – helps protects the environment and guards it
for future generations.

“Building a Powerful and Enduring Brand: The Past, Present, and Future of the ENERGY STAR® Brand.”
/>
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Reaching Consumers—Speaking
to the Head AND the Heart
Consumers are increasingly concerned about the environment and
climate change
of global consumers

want to buy from
environmentally responsible
companies

of U.S. consumers believe it’s

important to buy from
green companies

of young professionals would
choose to work for an

environmentally
friendly company

Sources:
•Retail Industry Leaders Association’s 2013 Sustainability Report
•Green Brands, Global Insights, 2011
•Sustainable Brands: How Sustainability Strategy Impacts Your Corporate Brand and Ranking as an
Employer of Choice

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Change Consumer Behavior
• Not just changing preferences—changing behavior
• Educate consumer
– Second price tag (life-cycle costs)
– Environmental choice
– Credible source
– Tools/ advice/ unbiased information
– Information at transaction points

• Link to measurement/performance
– Measured performance incents behavior change

• Link to quality services
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