ENERGY STAR

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ENERGY STAR Air Cleaners

• January 14, 2003
• McCormick Place, Chicago, IL
• Andrew Fanara, EPA
• fanara.andrew_at_epa.gov

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Meeting Topics

• Overview of ENERGY STAR
• The Benefits and Successes of ENERGY STAR
• EPAs Interest in Air Cleaners
• Savings Potential of Air Cleaners
• The Product Development Process
• Next Steps

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Program Basics

• Program Objective
• Government-backed label making it easy for
  purchasers to identify energy saving products
• Strict energy performance criteria set by US EPA
  and DOE
• Voluntary partnership

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Product Categories

• More than 30 product categories to-date including
  both residential and commercial products
• Some home comfort products include dehumidifiers,
  HVAC equipment, programmable thermostats, ceiling
  fans, and more.

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Product Categories
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Who Participates in ENERGY STAR?

• Manufacturers
• Retailers
• Small Businesses
• Utilities
• Builders and Building Managers
• Government Agencies
• Non-Governmental Organizations

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Who Benefits from ENERGY STAR?

• Consumers Save money on utility bills
• Retailers Loyalty to consumer needs and concerns
  about energy and the environment
• Manufacturers Environmental stewardship and
  reward for offering energy-efficient products
• Utilities Better load management and possible
  reductions in capital expenditures
• The Environment

Less energy Less pollution Cleaner
environment
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Success to Date

• More than 1,200 manufacturers labeling gt13,000
  product models
• More than 400 retailers (16,000 storefronts)
• 160 state and utility partners supplying nearly
  60 of US customers
• To date, American consumers have purchased more
  than 750 million products that have earned the
  ENERGY STAR

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Media Campaign

• Objective
• Increase awareness and drive sales
• Target markets and demographics
• Generate TV print adds, news articles, web site
  content, PSAs, bill stuffers, training materials

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Media Campaign (cont.)

• Product related print articles range from 250-450
  per month
• In the past year, product related articles
  reached a circulation of more than 5 billion

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Media Campaign (cont.)

• Partner Efforts
• More than 600 companies advertise ENERGY STAR
  products per month in print
• up from about 500 a year ago
• About 8,000 print ads display the ENERGY STAR
• appliance and windows gt3000
• HVAC 1000

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Print Example
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Print Example
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Labeling Example
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Labeling Example
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Labeling Example
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Media Campaign PSAs

• Three PSAs released lighting, office equipment,
  and ENERGY STAR Homes
• Distributed to 150 top TV markets, 50 top daily
  newspapers, 1000 magazines, 35 national radio
  networks
• More than 5 million in equivalent ad value (TV,
  radio, print)
• Airing in the best day-parts more than half the
  time

Performing 15 better than the average government
PSA
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Why Air Cleaners?

• Significant energy savings potential
• Indoor air public heath concerns
• Retail opportunities
• Promotional opportunities via EPAs home
  improvement initiative
• Interest from air cleaner manufacturers

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Why Air Cleaners (cont.)?

• Projected increase in consumer interest and
  sales
• Little market incentive for energy-efficient air
  cleaners
• Opportunity for product differentiation
• Source www.cadr.org (an AHAM Web site) and
  American Lung Association/ Honeywell, white
  paper, "Residential Air Cleaning Devices Types,
  Effectiveness, and Health Impact."

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Retail Opportunities

• Several retailers have developed home
  environmental departments carrying an emerging
  line of home products
• Air cleaners are a key product offering
• ENERGY STAR retail partners represent well over
  50 of room air cleaner sales
• Home Depot, Lowes Companies, Sams Club, Sears
  Roebuck and Company, Wal-Mart Stores, etc.

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Preliminary Projected Pollution Savings
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Assumptions behind Projections

• Year 1 market penetration 16
• Out years stable at 20
• Equivalent to removing carbon dioxide pollution
  from 92,000 cars in 2010
• 300 million dollars saved 2003 2010
• (no discounting)
• Projected lifetime savings per air cleaner
  210 per household
• (no discounting)
• Assuming a lifetime of 8.5 years and a constant
  energy savings, projected lifetime savings
  annual energy savings X annual projected
  electricity price

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Assumptions behind Projections (Contd.)

• Shipments in 1,000s
• 1995 1,900
• 2000 1,650
• 2010 2,020 (assumes a 3 yearly growth)
• 2010 stock 15 million units
• Lifetime 8.5 Years, Conservative
• Appliance Magazine source 11 years average for
  electronic air cleaners
• Residential electricity rate in 2010 7.4
  cents/kWh (US DOE)
• Usage pattern continuous operation
• Source AHAM historical data

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Product Development Guiding Principals

• Criteria for Product Selection
• Significant energy savings potential
• Efficiency is cost-effective
• Performance is maintained or enhanced
• Efficiency is achieved with non-proprietary
  technology
• Product differentiation and testing are feasible
• Labeling would be effective in the market

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Specification Development Process

• Energy and environmental analysis
• Market research and design analysis
• Specification development (in cooperation with
  stakeholders)

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Specification Development Process (cont.)

• EPA cooperates with stakeholders
• Transparency
• All stakeholder comments posted to ENERGY STAR
  Web site
• EPA releases a Decision Memo at the end of the
  product development process which addresses all
  comments and provides justification of
  specification levels and requirements
• Open door policy
• Manufacturer participation

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Specification Development Process (cont.)

• It is not EPAs intention to set a specification
  that allows all products to qualify
• Strive for at least 25 of the market top
  performers
• Performance based technology neutral encourages
  quality maintenance

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Specification Development Process (cont.)

• To define a test standard, EPA will build on
  existing test procedures
• How to best build on AC-1
• Wattage is currently measured and collected
• Wattage is not written into current test
  procedure, yet consistently measured by labs
• Could a test method be derived for an ENERGY STAR
  specification?

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Partnership Agreement

• Once the specification is finalized, companies
  must sign a Partnership Agreement with EPA
• By signing, partner agrees to develop, label, and
  promote qualified products according to the
  Program Requirements (i.e., specification) for
  that product
• Product is launched at trade show or other
  industry event
• Partners that sign Agreement prior to the event
  may participate in the launch

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Next Steps

• Draft an energy consumption test procedure and
  Draft 1 specification
• Collect additional product performance data
  (Watts)
• Determine an appropriate measurement of both
  quality and energy efficiency
• For example CADR/Watts

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Extra Slides
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Assumptions behind Projections (Cont.)
CADR Baseline UEC (kWh/yr) ENERGY STAR UEC (kWh/yr)
0-50 250 73
51-100 596 322
101-150 1072 519
151-200 1480 756
201-250 1887 993
Over 250 1641 1251

UECs calculated from Access Business Group test
data. ENERGY STAR UECs assume 2 CADR/Watt
specification. Assume a continuous duty cycle
and operation conditions in a laboratory setting.
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Preliminary Energy Usage Data

• Performance and energy usage data provided by
  Access Business Group
• Data obtained for 38 air cleaner units
• CADR performance rating obtained from AHAM
  directory
• Energy consumption data determined by actual
  tests performed by Access Business Group
• Data shows wide range of product differentiation
• CADR range 2 - 300
• Energy consumption (watts) range 4 - 300
• CADR/watts range 0.4 3.82

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Air Cleaner Performance Data Analysis
Source Access Business Group database of model
performances
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Air Cleaner Performance Data Analysis
Source Access Business Group database of model
performances
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The New Mark and Why

• Can now be read as ENERGY STAR
• Not recessive, works better when small
• Box is stronger, more authoritative
• Blue is aspirational
• One color makes it easy, more recognizable
• It is a relatively easy change to make

Government sponsorship and source of authority --
isnt part of mark, but will be an important part
of our messaging
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• Example of current mark
• Can read SEARS, Kenmore, and TRANE
• Where is ENERGY STAR?

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• Example of new mark
• Works better
• ENERGY STAR adds value, is complementary

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• Again
• Can read LOWES, SHARP, etc.
• Can you read ENERGY STAR?

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