Burson-Marsteller 2009 Green Power Progress Survey

Global Technology Practice

Executive Summary Green Power Progress Survey:
A Study of Consumer Demand for Green Power Infrastructure, Renewable Energy & Technologies
More than 2,000 employees
128 offices - 82 countries - 6 continents

Methodology
Burson-Marsteller and Penn, Schoen and Berland Associates, LLC, conducted an internet survey from May 23 to May 27, 2009 among:
1003 Americans: margin of error of +/- 3.1% at the 95% confidence level
100 Green Elites: margin of error of +/- 9.8% at the 95% confidence level
Green Elites are individuals actively involved in the sustainability movement and with environmental groups and activities.

Key Findings
1) Americans say a major overhaul of energy infrastructure is necessary
Two thirds of Green Elites say “a lot” of energy is lost or wasted because of the way we generate and distribute electricity today
2) Alternative energy sources are seen as essential to the future of electricity in the US
Generating 20% of electricity from renewable sources in 5 years is considered a reasonable target
3) Addressing environmental issues and energy needs is a shared responsibility
Widespread support exists for government mandates to legislate utility companies use of renewable energy sources and consumers realize they need to take responsibility as well
4) Cost and confusion are the key challenges to widespread adoption of green energy
Green Elites also cite policy constraints & infrastructure issues as major challenges
5) A gap between American's willingness to pay for green energy and what they think it would cost
A $44 Green Power Price & Perception Gap exists: Americans willing to pay $18 more for
green energy but think it would actually cost $62 more to get energy from green sources

Overview of Key Statistical Findings
Support for Greentech Stimulus
Americans Very Likely to Support Additional Smart Grid Investment With Incentives
Better Control of Energy Use #1 Driver
Support Stimulus Investment
Don’t Know
63%
Do Not Support
* Survey details on slide 11
53%
($62)
$40 +
gap
Grid Upgrade Critical to Meet 5-Year Demand: What Needs To Be Done?
Green Power Pricing and Perception Gap
Nothing
15%
($18)
Some
A lot
Avg. current bill ($117)
Willing
to pay
Expectedincrease

Major Overhaul of Energy Infrastructure is Necessary
2/3 of Green Elites say that a lot of energy is being wasted and that upgrading the nation's electrical grid is necessary to meet future demand
To meet demand, how much do you think we need to upgrade the nation’s electrical grid?**
How much energy do you think is lost or wasted ?*
Based on what you know, how would you say the US electrical grid needs…***
Major Over-haul
A lot
A lot
Minor Up-grades
Some
Some
Fine as is
A little + None + DK
A little + None + DK
DK
Gen Pop
Green Elites
Gen Pop
Green Elites
Gen Pop
Green Elites
*How much energy do you think is lost or wasted because of the way we generate and distribute electricity today?
**To meet the demand for energy over the next 5 years do you think we need to do a lot, some, a little, or nothing at all, to upgrade the nation’s electrical grid?
***Based on what you know, how would you describe the United States electrical grid?

Alternative Energy is Viewed as the Best Strategy to Address Energy Needs
The best way to address energy needs is through more alternative energy
Green Elites also emphasize the need to invest in new technology
Do you think it’s better to address our energy needs by…
1
2
3

Americans are Optimistic that Green Energy Output can be Increased in the Near Future
Half of Americans and Green Elites believe America can generate at least 20% of electricity from green sources in 5 years
What percent of U.S energy needs do you think…
Green Elites
Gen Pop
…are currently satisfied by green sources
…could be reasonably satisfied by green sources in next 5 years
…are currently satisfied by green sources
…could be reasonably satisfied by green sources in next 5 years
What percent of U.S. energy needs do you think are currently being satisfied by green energy sources (not including nuclear or fossil fuels)?
What percent of U.S. energy needs do you think could reasonably be satisfied by alternative energy sources within the next 5 years (not including nuclear or fossil fuels)?

Green Elite
Gen Pop
Everyone Shares Responsibility for Addressing Environmental Issues and Climate Change
Government & utility companies are seen as critical to addressing environmental issues; many consumers (1 in 3) also say they share responsibility
How important is…in addressing environmental issues and accelerating solutions to climate change?
Showing % Very Important
How important is government investment in addressing environmental issues and accelerating solutions to climate change?
How important is consumer investment in the form of higher energy bills in solving immediate environmental concerns and accelerating solutions to climate change?
How important is investment by public utilities in solving immediate environmental concerns and accelerating solutions to climate change?

Americans Prefer Green Energy Mandates Over Government Investment and a Price on Carbon
Half of Green Elites say renewable energy mandates are the most effective way to address environmental problems
How effective do you think this initiative would be at addressing
environmental problems? (showing % very effective)
1
2
3

And Support Exists for Direct Government Investment in Green Energy Projects
70%+ Americans and 80%+ Green Elites support the investment in green technology that was included in the recent federal stimulus bill
A majority say even more should have been allocated for these projects
Do you support or oppose the investment in green technology in the federal stimulus bill?*
Do you think more or less should have been allocated for green energy projects?**
Gen Pop
Green Elites
*Generally speaking do you support or oppose the investment in green technology in the federal stimulus package
(The American Recovery and Reinvestment Act) passed by Congress and signed by President Obama?
**Do you think more or less should have been allocated for green energy projects?

The Vast Majority Support Specific Investment in Smartgrid Technology
More than 6 in 10 Americans and Green Elites are very likely to support increased government investment in smartgrid technology that incentivizes them to manage costs by cutting back on consumption during peak periods
Does this make you likely to support additional government investment in smartgrid technology? (showing % very likely)
1
2
3

Cost and Confusion are Key Challenges to Widespread Adoption of Green Energy
Half of the public and Green Elites cite expense and education as the biggest challenges to widespread adoption of green energy
4 in 10 Green Elites also say policy constraints and infrastructure issues (distribution, transmission, & storage) are major challenges to increased usage
What do you think are the biggest challenges to widespread adoption of green energy?
1
2
3
4

Gen Pop
Green Elites
Cost of Electricity has Gone Up Since Last year
Concern over cost may stem in part from recent increases in the cost of electricity ; 6 in 10 Americans and Green Elites say they are paying more this year for electricity than they did last year
Over the last year has your electricity bill…?*
*Over the last year has your electricity bill gone up a lot, gone up some, stayed basically the same, gone down some, or gone down a lot?

Key gap exists between willingness to pay for green energy and what they think it would actually cost
Green Power Price & Perception Gap: Americans willing to pay for green energy, but there is a $40+ gap between what they think it costs and what they say they will pay
Unsurprisingly, the gap ($29) is smaller for Green Elites
How much more would you be willing to pay for electricity from green, renewable sources?
How much more do you think electricity generated from green, renewable energy sources cost?
53%
($62)
Green Elites
Gen Pop
48%
($60)
53%
($62)
$40+
gap
48%
($60)
$29
gap
15%
($18)
25%
($31)
15%
($18)
Willing to pay
Willing to pay
Expectedincrease
Expectedincrease

Americans Willing to Pay Some for Benefits of Smartgrid Technology
Americans willing to pay $48 in a one time fee and $13 a month on average for benefits of smartgrid technology; unsurprisingly Elites are willing to pay even more
How much would you be willing to pay in a one-time fee for this service?
How much would you be willing to
pay monthly for this service?
$48
average
$13
average
Gen Pop
$70
average
$36
average
Green Elites
For this service to work, utility companies would have to install hardware at consumers’ homes to facilitate the service.
How much would you be willing to pay in a onetime fee to have this service?
Additionally, there could be ongoing costs related to managing this service. How much would you be willing to pay monthly for this service?

More about Green Power Progress and Greentech
For more information about this survey and Greentech sector developments, please contact:
Burson-Marsteller is a leading global public relations and communications firm with a Global Technology Practice of professionals in major technology centers around the world.
For more about B-M Contact:
Penn, Schoen & Berland Associates, is a global research-based consultancy specializing in messaging and communications strategy.
For more about PSB Contact:
Beth Lester
Vice President
blester@ps-b.com
(202)962-3042
Dennis Best
Manager, Greentech Group
Global Technology Practice
dennis.best@bm.com
(415)591-4003

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Burson-Marsteller 2009 Green Power Progress Survey

by bursonmarstellerUS on Aug 06, 2009

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Burson-Marsteller 2009 Green Power Progress Survey — Presentation Transcript