CARA PIKE Director, the Social Capital Project of The Resource
Innovation Group [email protected] What Americans
Think about Energy Efficiency September 30, 2010 Slide 2 OVERVIEW
POLLING TRENDS KEY CONSTITUENCIES IN WA STATE PUBLIC ENGAGEMENT
MODELS AND LOCAL SUCCESS STORIES Slide 3 We should do this because
it is the right thing to do. Saving energy helps everybody in the
long run. The majority of Americans support policies to promote
energy efficiency. Energy efficiency is considered a practical
thing to do. Energy efficiency taps values related to
responsibility and stewardship AND it is perceived to be in peoples
self-interest because it can save money. Slide 4 SOME OF THE
CHALLENGES. People tend to think about energy production more than
its use. Energy efficiency is not an exciting issue. Technology is
seen to evolve at its own pace. Americans are extremely cost
sensitive which in the case of energy efficiency, has both pros and
cons. Concern and behavior are often disconnected. Many cost and
structural barriers exist. Slide 5 Energy Efficiency Motivates
Across the Political Spectrum Number of energy efficiency
improvements made to home Actions Americans want to take to improve
the energy efficiency of their homes over the coming year:
Insulating the attic (9-17%) Caulking & weather-stripping
(12-28%) Getting a more efficient furnace (12-29%) Getting a more
efficient air conditioner (14-27%) Getting a more efficient water
heater (14-30%) Changing most of their lighting CFLs (28-51%)
Maibach 2009 Slide 6 Energy Efficiency Motivates Across the
Political Spectrum Maibach 2009 Number of habitual conservation
actions Routine energy conservation actions Regularly turn off
lights (93%) Set the thermostat higher or use AC in summer (56%)
Set thermostat lower in winter (63%) Regularly use public
transportation or car-pool (17%) Regularly walk or bike instead of
driving (19%) Maibach 2009 Slide 7 THE ECOLOGICAL ROADMAP Slide 8
WA CONSTITEUNCY OPPORTUNITIES Tap Ecological Concern Comfort with
Ambiguity Civic Engagement Global Consciousness Avoid National
Pride American Entitlement Confidence in Big Business 9% of adults,
4% of voters 35% make $100k+ 49% have post grad degree 25% are 65+
years of age 89% Caucasian 93% very likely to vote 68% rank GW as
one of the most important issues GREENEST AMERICANS Slide 9 Tap
National Pride Importance of Discipline Confidence in Big Business
Avoid Ecological Concern Global Consciousness Comfort with
Ambiguity 3% of adults, 3% of voters 63% male 32% make >$100k
53% live in a rural area or small town 96% identify as
conservatives 83% very likely to vote 13% rank GW as one of the
most important issues WA CONSTITEUNCY OPPORTUNITIES UNGREENS Slide
10 Tap Duty National Pride Liberal Communitarianism Altruism Avoid
Excessive Taxation Apocalypse Humans superior to animals 20% of
adults, 24% of voters 81% Caucasian 47% between 25-44 years of age
32% between 45-64 years of age 55% live in a rural location or
small town 22% rank GW as one of the most important issues WA
CONSTITEUNCY OPPORTUNITIES TRADITIONALISTS Slide 11 WHATCOM, SKAGIT
and ISLAND COUNTIES Slide 12 Local Success Stories Skagit Beat the
Heat The Low Carbon Diet Skagit Climate Stewards Slide 13
RECOMMENDATIONS Dont lead with an environmental frame unless your
audience prioritizes it. Tie responsibility and self-interest
together. Tap core American values such as Can Do, American
Leadership, Smartness, Practicality Slide 14 KEEP IN MIND - Make
the connections between energy, the economy, and the environment
obvious. Illustrate the benefits of energy efficiency through
specific examples. Emphasize energy efficient technologies are
ready to be used and taken to scale now. Slide 15 BE SURE TO - Take
advantage of behavior change basics Tension/Efficacy/Benefits
Outline the roles for business, government and individuals. Start
with behavior changes that are easy and move to more demanding over
time. Reward leaders publically for their accomplishments. Slide 16
AND REMEMBER TO - Link energy efficiency to renewable energy and
other clean sources. Do not oversell energy efficiency as being
inexpensive and easy. Slide 17 Contact CARA PIKE 250.748.1784
[email protected] To download the guide:
www.thesocialcapitalproject.org
