59% Say $$ savings is why they would buy energy efficient elements. BUT, they are seldom motivated to do so. WHY?

• They think their house is already efficient
• They don't believe the savings' claims
• They don't know what you are talking about
• They are busy buying things that improve their lives

Remember Those Changes?

Over 1 million houses were rated. They think anything built after 1990 is "efficient enough". They have:

• Changed their furnace and windows
• Changed light bulbs
• Bought new appliances

They don't even know how much they are spending on energy.

They Don't Know What We are Talking About

• Few knew which products emit VOCs
• Only 21% said they understood the term
• 54% found this term undesirable

They Don't Know What It Is

• 30% didn't expect energy savings and didn't know there were other benefits
• Only 30% said they understood the term
• 24% found this term desirable and 43% said it was undesirable

The Challenge?

• They have access to a lot of information
• Yet they often don't know what they are spending now
  
• They don't know who to TRUST