According to Big Blue's (IBM's) just released report, Plugging in the Customer, the results of a global poll showed that not only do people say that they are willing to pay more for green energy, they actually are doing so in increasing numbers ... voluntarily. Where the option exists, some 25 percent of polled people, who have the option, are paying additional money to get "clean" power.
In this global poll, reported in Plugging in The Customer (pdf) and discussed in the press release Tilting at Windmills,
nearly half of consumers surveyed across the globe would pay more for environmentally friendly non-energy products, when it comes to purchasing "green" energy, two-thirds of consumers are willing to pay more for power that could be definitively shown to have lower emissions of greenhouse gases. Australians are most willing to pay a premium for green power, but Americans are most willing to pay a sizable premium, up to an additional 20 percent or more.
Now, this study suggests to the electric industry the opportunity (and challenge) of growing consumer interest in having active choice options when it comes to their energy situation. Now, much of this relates to increasing concerns about Global Warming, but it suggests that people are uncertain as to what they should and can do.
Overall, consumers want to be more active in their energy decision-making; however, they do not appear to have enough awareness and knowledge to do so. While carbon footprints and other analyses of personal environmental impact have attracted widespread attention, 75 percent of consumers surveyed outside the U.S. have not performed one -- and only 15 percent of US consumers have done this.
Note this: 25 percent of those outside the United States have
calculated their carbon footprint, yet just 15 percent of polled Americans have. (Note: this
online processtakes just a few moments.)
Awareness (lack of) is critical for individual action. Truth be told, energy efficiency and energy choices are confusing. People hope for a silver bullet while failing to take even the simplest actions in their daily lives that can reduce their carbon footprints. (For interesting ideas, see Sustainable Energy Action stories, such as WClathe's great A tree, $375, and a tank of gas discussion of the implications of bringing one's cup to the coffee store rather than using the disposable cup. Or, my Making Energy CENTS -- from the home to the Globe.) Education is a critical part of the overall path toward a Energy Smart future, as energy illiteracy dominates throughout much of the world.
The survey also found that the promise of reduced energy costs would impact how and when consumers heat and cool their homes, do their laundry and cook their meals. Of those surveyed, 84 percent said that a 50 percent reduction in energy cost during off-peak hours was the most important. Sixty-one percent would change their energy-consuming behavior in response to claims that there would be a positive environmental impact from such changes, and this would rise to 65 percent if such benefits could be demonstrated.
Peak/Off-peak charge differentials lead to more than four-of-five people saying that they would change their energy use patterns. That starts to be important numbers to indicate the value of such changes for flattening demand curves so as to reduce requirements for additional power generation requirements to meet those relatively rare high-peak demand times. But, cost is not the only motivator. Three-of-five would do so for the positive environmental impacts. Truth be told, it best to combine as many motivating factors as possible, financial, moral, ethical, social pressure, legal, technical options, etc as we seek to create a better energy system.
This IBM report suggests a major path of change in the electrical industry, yet another driving path for smart(er) grids: a customer desire for greater engagement in the process, rather than simply happy with not knowing what goes on behind that wall switch.
As per Polling our way to a better future?,
One of the signs of a changing weltaunschauung when it comes to Global Warming is the ever growing advertising and marketing agency focus on 'green' issues. And, with this, ever more polling about consumer attitudes, providing information about what the "average Joe" thinks about ecology, energy, green, etc issues. And, some of this is turning Frank Luntz on his head, scoping out strengths and weaknesses of specific words and phrases in ways that can help us move forward to a better energy future.
The IBM poll, as with EcoLign's work, shows a melding of public opinion survey work for business, to help them make more profit, with educational potential for the larger society about paths to foster greater public support to Energize America toward a Prosperous, Climate-Friendly Society.
We can all help make
America
Energy Smart.
Ask yourself:
Are you doing your part to
ENERGIZE AMERICA?