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Burson-Marsteller 2009 Green Power Progress Survey
 

Burson-Marsteller 2009 Green Power Progress Survey

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A Study of Consumer Demand for Green Power Infrastructure, Renewable Energy & Technologies

A Study of Consumer Demand for Green Power Infrastructure, Renewable Energy & Technologies

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    Burson-Marsteller 2009 Green Power Progress Survey Burson-Marsteller 2009 Green Power Progress Survey Presentation Transcript

    • 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
      * Survey details on slide 12
      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
      * Survey details on slide 15
      * Survey details on slide 6
    • 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)
      Avg. current bill ($117)
      Avg. current bill ($125)
      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