At Essense, we have been watching the recent news surrounding the uncertain future of the Environmental Protection Agency’s Energy Star program. Given how long the Energy Star program has been going on and how much brand recognition it reportedly has, we saw this as a timely opportunity to poll consumers on how they really feel about the Energy Star brand in a neutral, apolitical way.
Our hypothesis going into the research was the following: we agreed with news outlets that Energy Star has significant brand value in the marketplace, but we questioned how timeless that brand value was. Are there underlying changes going on in consumers’ minds that we should be aware of in the Energy Star debate? What does a consumer think about when (s)he sees the Energy Star logo today? What does it mean for a consumer to buy an Energy Star appliance? How would consumers feel if Energy Star is retired?
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