Promoting the ENERGY STAR Symbol in Canada

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Promoting the ENERGY STAR Symbol in Canada

• Anne Wilkins
• Office of Energy Efficiency
• Natural Resources Canada

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ENERGY STAR in Canada

• Administrative agreement signed between US EPA
  and US DOE and Natural Resources Canada in May
  2001
  
• Agreement included the promotion by Canada of 13
  products, in five categories appliances heating
  and cooling office equipment home electronics
  lighting and signage.
• Amendment letter submitted by Natural Resources
  Canada to US EPA and US DOE to add an additional
  nine products.

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List of products for which there are Energy Star
specifications in Canada harmonized with the U.S.

• Home Appliances
• Bottled water coolers clothes washers
  dishwashers refrigerators
  
• Heating and cooling
• Air-source heat pumps resid. Boilers central
  and room air conditioners dehumidifiers gas
  furnaces programmable thermostats
  
• Consumer electronics
• Audio products DVD TV TV-VCR VCRs
• Office equipment
• Computers monitors MFD photocopiers printers
  and fax machines scanners mailing machines

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Will be adding the following products as of June
2002

• Ground source heat pumps
• Ventilation fans
• Compact fluorescent lights
• Traffic signals
• Cordless telephones \ answering machines
• Set Top Boxes
• Commercial clothes washers
• Distribution transformers
• Solid Door Refrigerators and Freezers
• Windows and Doors

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Setting a context for Energy Star in Canada
Accelerated Standards Action Program

• ASAP part of the Gvt of Canadas Climate Change
  Action Plan 2000 large cross-sectoral
  initiative designed to help Canada meet its GHG
  reduction objectives.
• Climate change Action Plan 2000 expected to take
  us at least one-third of the way towards our
  Kyoto target. Next series of measures to be
  developed in Fall after Canada-wide stakeholders
  consultations
• ASAP designed to stimulate the demand for more
  energy efficient products as more stringent
  energy efficiency standards are introduced.
  
• Energy Star one of several initiatives in ASAP as
  part of market transformation initiatives

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ASAP Program Elements

• Branding Energy Star as a symbol consumers should
  ask for when seeking energy efficient products
  
• Piloting financial incentives. First year will
  be to generate interest in Energy Star as a
  brand.
  
• Outreach \ Accelerated Replacement of older
  equipment to more energy efficient and influence
  stock efficiency
  
• Procurement \ Institutional Purchasing activities
  in all levels of government

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Shifting the Marketplace
Minimum Standard t1
Products
EnerGuide and EnergyStar labels promote consumer
preference for more efficient products
Illegal products
Efficiency
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Survey Says .

• In the absence of any government advertising or
  promotion, an omnibus survey, which polled 1,000
  Canadians revealed that
  
• 13 of Canadians can identify the Energy Star
  symbol without any prompting
  
• 26 of Canadians, when prompted, can identify the
  Energy Star symbol
  
• Canadians have most commonly mentioned Computer
  equipment as the place where theyve more often
  seen the symbol.

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Bringing Energy Star into Canada What weve
encountered in the development of the program in
the last year.

• Issue of harmonization of levels and test
  specification
  
• Participation in the development/revision/commenta
  ry of the test specification
  
• Official bilingualism
• Competing priorities
• National Pride

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Bringing Energy Star into Canada has not been
without its problems!

• Most challenging issue was, and is Bilingualism
  and Canadas Official Bilingualism Act
  
• Had developed a bilingual tag line under the
  English-only Energy Star registered mark

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Acceptability testing of a unilingual symbol in
Canada

• Our Government Advertising Commmittee asked us
  to
  
• assess the level of acceptability of the Gvt of
  Canadas association with an existing
  international symbol which includes a unilingual
  component and
• test the interpretation of high efficiency
  (proposed as tagline to the EnergyStar symbol)
  and to test for perceived links between high
  efficiency and the environment.

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Results of advertising focus testing revealed

• The unilingual trademark raised no negative
  reaction amongst French-speaking Canadians
  though the word  international  is key and
  needs to be integrated into the communications
  strategy.
• The bilingual tag line was seen more in terms of
  product performance than energy consumption.
  
• Recommendation was that ads by the government
  use the unilingual tag line only position it
  within context of an international initiative
  that the Gvt of Canada is bringing to the
  attention of Canadians to help in reducing GHG
  emissions that ads encourage Canadians to seek
  energy efficient products.

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Energy Star in Canada
Energy Star positioned in promotional material as
a symbol that consumers should seek for
identifying the most energy efficient products
Canada-wide promotional campaign promoting the
recognition of this symbol will kick start in the
Fall after a series of focus testing of newest
ad concepts Many retailers and manufacturers of a
ppliances now using ENERGY STAR as a launch pad
for their promotional activities, with NRCan
participating Several promotions in retail enviro
nment now underway
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Other noteworthy activities

• Energy efficient lighting symposium / set up of a
  Steering Committee for Lighting
  
• Energy Star activities in HVAC Sector i.e. high
  efficiency gas furnaces with energy efficient
  blower motor
  
• House in Order

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Promotion of ENERGY STAR in Canada
Web site (www.oee.nrcan.gc.ca/energystar)
Advertising, co-ops and promotional activities
Marketing initiatives to directly to
manufacturers and retailers Development of agreem
ents with organizations to promote Energy Star
internally and externally Incentives Sales perso
n training Procurement initiative
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The Appliance EnerGuide Labels and the Energy
Star symbol
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