Lighting the Path Forward for Greater Energy Efficiency

EcoAlign, a strategic marketing agency in the energy sector, released the findings today of a consumer survey examining customer perceptions of more energy efficient lighting options (“CFLs” and “LEDs”) as compared with traditional incandescent lighting. 1,000 Americans nationwide responded to the survey conducted in late February 2011.

“Americans have fully embraced more energy efficient lighting options such as CFLs and LEDs,” stated Jamie Wimberly, CEO of EcoAlign. “Moreover, a large majority of Americans clearly support higher efficiency standards.”

The top line findings from EcoPinion No. 10 include:

• A majority of Americans have installed some type of energy efficient lighting in their homes.
• Two-thirds of respondents gave CFL bulbs a top-three box overall performance rating and over half of Americans gave the highest ratings to LEDs.
• Americans don’t necessarily buy the cheapest fixture on the market, with price being lower down the list of important considerations.
• If cost is not a consideration, one-third of all Americans considers CFLs to be better lighting options for their homes and would choose CFLs over other lighting options. One-fourth of Americans would prefer LEDs over other lighting options.
• When asked to rate the best reasons for using energy efficient lighting, Americans value the energy efficiency aspect of lighting for the ability to “save energy” and “save money.”
• Sixty percent of Americans were unaware of a federal law requiring a 28 percent improvement in lighting efficiency, effectively phasing out most traditional incandescent lamps. Yet, two-thirds of Americans feel that is a good idea.
• Many Americans (41 percent) do not know whether their utility offer incentives for energy efficient lighting. Yet, 87 percent of Americans think incentives are a good idea.

“A fundamental shift is occurring in American attitudes towards energy efficiency,” stated Jamie Wimberly. “Efficiency is now more anchored in performance, meaning that more efficient products perform differently and better than less efficient products, and thus are more desired.”

EcoAlign is making the survey report available to the public at no charge on our website: www.ecoalign.com

EcoAlign is the energy and environment marketing agency and a wholly-owned affiliate of DEFG LLC.