Global Technology Practice

Executive Summary Green Power Progress Survey:A Study of Consumer Demand for Green Power Infrastructure, Renewable Energy & TechnologiesMore than 2,000 employees128 offices - 82 countries - 6 continents

MethodologyBurson-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 level100 Green Elites: margin of error of +/- 9.8% at the 95% confidence levelGreen Elites are individuals actively involved in the sustainability movement and with environmental groups and activities.

Burson-Marsteller and Penn, Schoen and Berland Associates, LLC, conducted an internet survey from May 23 to May 27, 2009 among:

Green Elites are individuals actively involved in the sustainability movement and with environmental groups and activities.

Key Findings1) Americans say a major overhaul of energy infrastructure is necessaryTwo thirds of Green Elites say “a lot” of energy is lost or wasted because of the way we generate and distribute electricity today2) Alternative energy sources are seen as essential to the future of electricity in the USGenerating 20% of electricity from renewable sources in 5 years is considered a reasonable target3) Addressing environmental issues and energy needs is a shared responsibilityWidespread support exists for government mandates to legislate utility companies use of renewable energy sources and consumers realize they need to take responsibility as well4) Cost and confusion are the key challenges to widespread adoption of green energyGreen Elites also cite policy constraints & infrastructure issues as major challenges5) A gap between American's willingness to pay for green energy and what they think it would costA $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 FindingsSupport for Greentech StimulusAmericans Very Likely to Support Additional Smart Grid Investment With Incentives Better Control of Energy Use #1 DriverSupport Stimulus InvestmentDon’t Know63%Do Not Support* Survey details on slide 11 * Survey details on slide 12 53%($62)$40 +gapGrid Upgrade Critical to Meet 5-Year Demand: What Needs To Be Done?Green Power Pricing and Perception GapNothing15%($18)SomeA lotAvg. current bill ($117)Willing to payExpectedincrease* Survey details on slide 15 * Survey details on slide 6

Major Overhaul of Energy Infrastructure is Necessary2/3 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 demandTo 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-haulA lotA lotMinor Up-gradesSomeSomeFine as isA little + None + DKA little + None + DKDKGen PopGreen ElitesGen PopGreen ElitesGen PopGreen 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?

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

Alternative Energy is Viewed as the Best Strategy to Address Energy NeedsThe best way to address energy needs is through more alternative energyGreen Elites also emphasize the need to invest in new technologyDo you think it’s better to address our energy needs by… 123

The best way to address energy needs is through more alternative energy

Green Elites also emphasize the need to invest in new technology

Americans are Optimistic that Green Energy Output can be Increased in the Near FutureHalf of Americans and Green Elites believe America can generate at least 20% of electricity from green sources in 5 yearsWhat percent of U.S energy needs do you think…Green ElitesGen 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)?

Half of Americans and Green Elites believe America can generate at least 20% of electricity from green sources in 5 years

Green EliteGen PopEveryone Shares Responsibility for Addressing Environmental Issues and Climate ChangeGovernment & utility companies are seen as critical to addressing environmental issues; many consumers (1 in 3) also say they share responsibilityHow important is…in addressing environmental issues and accelerating solutions to climate change?Showing % Very ImportantHow 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?

Government & utility companies are seen as critical to addressing environmental issues; many consumers (1 in 3) also say they share responsibility

Americans Prefer Green Energy Mandates Over Government Investment and a Price on CarbonHalf of Green Elites say renewable energy mandates are the most effective way to address environmental problemsHow effective do you think this initiative would be at addressing environmental problems? (showing % very effective)123

Half of Green Elites say renewable energy mandates are the most effective way to address environmental problems

And Support Exists for Direct Government Investment in Green Energy Projects70%+ 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 projectsDo 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 PopGreen 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 TechnologyMore 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 periodsDoes this make you likely to support additional government investment in smartgrid technology? (showing % very likely)123

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

Cost and Confusion are Key Challenges to Widespread Adoption of Green EnergyHalf 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 usageWhat do you think are the biggest challenges to widespread adoption of green energy? 1234

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

Gen PopGreen ElitesCost of Electricity has Gone Up Since Last yearConcern 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 yearOver 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 costGreen 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 payUnsurprisingly, the gap ($29) is smaller for Green ElitesHow 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 ElitesGen Pop48%($60)53%($62)$40+gap48%($60)$29gap15%($18)25%($31)15%($18)Avg. current bill ($117)Avg. current bill ($125)Willing to payWilling to payExpectedincreaseExpectedincrease

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

Americans Willing to Pay Some for Benefits of Smartgrid TechnologyAmericans 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 moreHow 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?$48average$13averageGen Pop$70average$36averageGreen ElitesFor 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?

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

More about Green Power Progress and GreentechFor 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 Presidentblester@ps-b.com(202)962-3042Dennis BestManager, Greentech GroupGlobal Technology Practicedennis.best@bm.com(415)591-4003