ENERGY WIRE: The Top 10 Industry News + Marketing Opportunity

1.) In an international energy efficiency scorecard, the U.S placed 13 out of 16 countries—lagging behind Germany, China, South Korea, the E.U and India. 2.) Increasing energy end-use efficiency is the largest, least expensive, most benign and most neglected way to provide energy services.

3.) The EIA expects a 3.1% increase in the average annual residential electricity price this year.

4.) In 2015, residential electricity prices are projected to increase an additional 2.4%.

5.) The Northeast region of the U.S is expected to see the sharpest price increases in electricity.

6.) In 2011, U.S. electricity use was more than 13 times greater than electricity use in 1950.

7.) During the first half of 2014, total consumption of electricity was 2.5% higher than during the same period last year.

8.) Residential and commercial sectors increased consumption during the first quarter of the year as a result of colder temperatures in the eastern half of the United States.

9.) Total electricity consumption is expected to grow 0.6% during the second half of 2014, resulting from a 5.1% year-over-year increase in cooling degree-days and projected improvements in energy efficiency.

10.) U.S. energy intensity has fallen 2.5% per year, owing more to improved efficiency than to changes in consumer behavior.

Marketing Opportunity: 

Energy consumption in the United States continues to increase and the shifts in weather patterns are affecting energy demand.

The imminent rise of energy prices in conjunction with new EPA guidelines may be the catalyst for customers to invest resources in energy efficiency, but there are other benefits too. The far ranging benefits of energy efficiency are widely untapped, leaving customers unaware of their existence.

In recent qualitative research, we uncovered that 88% of research participants, across C & I and residential audiences, stated that the non-financial benefits of energy efficiency would motivate them to make improvements to their homes and/or businesses.

Why? Customers are typically not given a guarantee of savings or ROI, so they don’t have trust that spending money will later save them money. The non-financial benefits such as, health, comfort, productivity, and stability, actually resonate with customers, so start educating them.

Reach your customers with marketing communications that cut through the clutter. Stop talking about saving money, unless you’re guaranteeing it.