According to national analysis of the latest annual household survey conducted by the Consortium for Energy Efficiency (CEE) on behalf of its members, 89 percent of U.S. households report recognizing the ENERGY STAR label, and more than 45 percent of US households report knowingly purchasing an ENERGY STAR labeled product or home in the 12 months preceding the survey. Loyalty among purchasers remain strong with more than 70% of households reporting they are somewhat or extremely likely to recommend ENERGY STAR to friends.
Conducted during the fall of 2022, this was the 19th national survey for consumer awareness of ENERGY STAR. As in previous years, consumers in the 57 largest media markets were asked if they recognized the ENERGY STAR label, what they thought it meant and, for those who had purchased an ENERGY STAR certified product or home, the influence the label had on their purchasing decision.
The data are analyzed by ENERGY STAR, and results from the National Awareness of ENERGY STAR® for 2022 are now available. Over time, consistent adherence to the brand tenets by EPA and DOE, along with long-term brand promotion by CEE members and trade allies, has paid off.
In 2022, eighty-nine percent of households reported recognizing ENERGY STAR when they were shown the label (aided recognition). Seventy-eight percent of households reported seeing or hearing about ENERGY STAR prior to being shown the label (unaided recognition).
Consumers continue to purchase ENERGY STAR products.
Program administrators are important stakeholders in ENERGY STAR because they promote efficiency in almost all ENERGY STAR product categories to help achieve reductions in energy use and greenhouse gases at the local level. Likewise, through local promotion of the brand, efficiency programs have helped the brand equity of ENERGY STAR grow.