ENERGY STAR in review

ENERGY STAR Participants Meeting

Anne Wilkins and Katherine DelvesOffice of Energy Efficiency

June 4, 2008

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)

Why we should always Look for ENERGY STAR

Anne meets the Maytag Man

Managing the ENERGY STAR Program – where we are today

2001-2002 2008

Symbols

Product categories 21 35

Plus houses

(ON and SK)

Product models Approx 10,000 over 500,000

Searchable data bases of E* products

4 (Canada – appliances)

23

Participants 40 425+

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

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

Loyalty

Satisfaction

Credibility

Relevance

Differentiation

Understanding

Awareness

Promotion

Partnership

Persistent

Managing the Brand

Awareness

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

Awareness of ways to reduce greenhouse gas emissions

ENERGY STAR Awareness figures

ENERGY STAR AWARENESS LEVELS (%)

2613

32

17

40

25

44

29

4936

5948

6256

0

20

40

60

80

100

aided awareness unaided awareness

Nov-01 Jan-03 Sep-03 Nov-04 May-05 Aug-06 Sep-07

Aided awareness by region

Aided Awareness of the Symbol by Province / Territories

0

20

40

60

80

100

2007 2006

Understanding

Understanding the meaning of the ENERGY STAR

0 20 40 60 80 100

Energy Efficiency/low energyconsumption/saves energy

Safe for the environment

Inexpensive

Poorly built

Doesn't mean anything

Other2007 2006 2004

Ipsos-Reid Survey Tracking Study on ENERGY STAR and EnerGuide for NRCan 2007

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.

Differentiation

Influence of the label on purchasing behaviour

Purchasing and loyalty

72

40

21

41

7

18

I prefer to purchaseENERGY STAR products

whenever I can

I consider myself loyal toENERGY STAR labelled

products

agree neither agree or disagree disagree

Ipsos-Reid Survey Tracking Study on ENERGY STAR and EnerGuide for NRCan 2007

Barriers identified

Barriers to the marketing, sale, installation or promotion of ENERGY STAR qualified products

0% 10% 20% 30% 40% 50% 60%

Lack of awareness among stakeholders

Lack of awareness among consumers

Difficult to meet demand for qualified products

Parts/processes required to manufacture tospecifications are expensive

E* qualified products are perceived as moreexpensive than non-qualified products

Other

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.

Relevance

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

category Asked Responded

% of Respon-dents per category

Manufacturers 71 36 51%

Retailers 29 11 38%

Utilities 36 22 61%

General participants 47 27 57%

Fenestration manufacturers 140 80 57%

Fenestration dealers 90 41 46%

 Total 413 217 52%

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

Utility programs across Canada

Hydro Québec

Ontario Power Authority

Efficiency New Brunswick

Gvt of Northwest Territories Kitchener Utilities

Conserve Nova Scotia

Utility programs across Canada

BC Hydro

City of Sudbury

London Hydro

Hydro Québec

Enbridge Gas

Credibility

Credibility

• Consistent use of ENERGY STAR symbol - Usage requirements

• Performance

• Protecting the ENERGY STAR brand

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• 3rd 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

Examples of misuse of symbol

Examples of misuse of label or name

Examples of misuse of ENERGY STAR symbol or name

Satisfaction

Attitudes Towards ENERGY STAR: Aware vs. Not Aware

76%

72%

74%

63%

50%

41%

13%

9%

72%

62%

68%

62%

52%

52%

17%

14%

Buying ENERGY STAR-labeled products makes me / would make mefeel like I'm helping to protect the environment for future generations

I prefer/ would prefer to purchase ENERGY STAR-labeled productswhenever I can/ could

Buying ENERGY STAR-labeled products makes me/ would make mefeel like I'm acting responsibly

Buying ENERGY STAR-labeled products makes me/ would make mefeel like I'm contributing to society

ENERGY STAR-labeled products provide me/ would provide me withmore benefits than products without the ENERGY STAR label

ENERGY STAR-labeled products offer better value/ would offer bettervalue than products without the label

All new products use energy just as efficiently, whether or not theyhave the ENERGY STAR label

Buying ENERGY STAR-labeled products makes me/ would make mefeel like I'm spending extra money for nothing

Aware of Energy Star Not Aware of Energy Star

For each of the following statements I would like you to tell me whether you agree or disagree on a scale of 1 to 5, where 1 means you strongly disagree, 5 means you strongly agree and 3 the mid-point means you neither agree nor disagree.

% Agree (4, 5)

Base: Aware of Energy Star (n=1,513); Not aware of Energy Star (n=687)

Impact of ENERGY STAR Symbol on Perceptions of Products

50%

45%

41%

21%

13%

9%

9%

40%

47%

48%

45%

28%

25%

23%

9%

5%

9%

30%

58%

65%

67%

ENERGY STAR-labeled products provide me with more benefitsthan products without the ENERGY STAR label

ENERGY STAR-labeled products deliver what they promise

ENERGY STAR-labeled products offer better value thanproducts without the label

I don't find any real difference in performance betweenproducts with the ENERGY STAR label and those without the

label

All new products use energy just as efficiently, whether or notthey have the ENERGY STAR label

ENERGY STAR-labeled products do not meet my needs

Buying ENERGY STAR-labeled products makes me feel like I'mspending extra money for nothing

Agree (4, 5) Neither (3) Disagree (1, 2)

For each of the following statements I would like you to tell me whether you agree or disagree on a scale of 1 to 5, where 1 means you strongly disagree, 5 means you strongly agree and 3 the mid-point means you

neither agree nor disagree.

Base: Aware of Energy Star (n=1,513)

Loyalty

Loyalty towards the ENERGY STAR Brand

Loyalty to ENERGY STAR

7674

63

1619

26

77

11

0 20 40 60 80 100 120

Buying an ENERGY STAR qualified product makesme feel like I'm helping to protect the environment

for future generations

Buying an ENERGY STAR qualified product makesme feel like I'm acting responsibly

Buying an ENERGY STAR qualified product makesme feel like I'm contributing to society

Agree Neither Agree or disagree Disagree

Brand within a brand

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.

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

“If your appliances are Avocado

... they probably aren't Green.”

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

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

Products and categories

AppliancesClothes washers

DishwashersRefrigeratorsDehumidifiersAir cleaners

Water coolersWater Heaters

Heating &Cooling

Central ACHeat pumps

BoilersFurnaces

Ceiling fansRoom AC

Ventilating fansThermostats

Home Electronics

Battery chargersTelephonyTV/VCRs

DVD productsHome audio

External power Adaptors

DTA’s

Office EquipmentComputersMonitorsImaging

Fax machinesMulti-function

devices

LightingCFLs

Res. light fixturesDLSSSL

Traffic signals

FenestrationWindows

DoorsSkylights

Commercial Food ServiceRefrigerators

Freezers Dishwashers

Clothes WashersFryers

SteamersHot food cabinetsVending machines

Icemakers

BuildingsNew Homes

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

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

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 ft3 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.

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.

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.

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

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 -25oC• 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.

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

Trends in criteria

• Consumer electronics moving from addressing standby to active

• Coordination between categories

• Addressing more than just energy

• Ongoing compliance requirements

ENERGY STAR Success

Criteria (to be) retired• Exit Signs• Transformers• Traffic Signals

Earlier criteria used in regulation• Refrigerators• Clothes Washers• Dishwashers• Commercial Refrigeration

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• 3rd 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

Market surveillance

Results from in-store survey

Units

Tested

Passed Compliance

Rate

Integrated Stereo

39 9 2 22

Computer

Monitors

78 45 43 96

Televisions 198 111 104 94

DVD Players 71 7 7 100

Overall 386 172 156 91%

CFL testing

CEATI Testing Compliance with ENERGY STAR Criteria

for 15 Models

0

10

20

30

40

50

60

70

80

90

100

Efficacy (lm/W) 1000-hour LumenMaintenance

40%-life LumenMaintenance

Interim Life Test

Per

cen

tag

e

PEARL

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

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

Contact information

Katherine Delves, P.Eng.613-947-1207kdelves@nrcan.gc.ca

Anne Wilkins 613-992-3900awilkins@nrcan.gc.ca

http://www.energystar.gc.ca

http://www.energystar.gov (US Site)