Is the Energy Star Brand Losing its Edge? Refrigerators.

The moves are meant to mainstay up boldness in the brand, which has faced questioning in up to date years. In 2008, and found many consumed more stick-to-it-iveness than they were hypothetical to. It also drew limelight to out-of-date testing and the leading proportion of products that adjoin the standard for some categories, when just a thirteen weeks should qualify. "Consumers have long trusted the Energy Star trade-mark for products that will retrieve them energy and save them money," said Cathy Zoi, DOE Assistant Secretary for Energy Efficiency and Renewable Energy, said in a statement. "The steps we're irresistible now will further innervate and repair the program, edifice on the results that consumers have come to expect.

" Indeed, a size up released this week found chick appreciation and awareness for the Energy Star brand, but it needs to evolve to hail the changing marketplace and consumer expectations. "Americans are unquestionably helpful of a tiered come nigh to labeling depending on the elevation of verve efficiency provided," according to the report, "," the seventh EcoPinion examine from. "Over 90 percent of Americans indicated affirm for such an approach, and a pre-eminently lion's share indicated they would acquisition a "gold" Energy Star product." The surveying found that various groups of mobile vulgus view the brand differently, substance that targeted marketing could enhance its perceived value, multiplication engagement and carry on its "differentiated edge.

" The scrutinize suggests creating an emotional be neck and neck to the brand would boost its profile. For the most part, Americans have a serviceable observation of the brand for its implied efficiency and money-saving attributes. Women, according to the survey, value the liveliness efficiency, while men slot more roots in the savings.

There is also a generational gap: Sixty-four percent of Americans over the long time of 55 characterized Energy Star as unusually important, compared to 45 percent for those between the ages of 18 and 34. There were other disparities adjoining the brand. Women and homeowners, for example, were more appropriate to inspection it as more foremost than renters, while households making less than $50,000 were more odds-on to deem the stigmatize unimportant. According to the DOE, Americans saved nearly $17 billion on utility bills ultimate year by using Energy Star Products.

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