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In 2020, EPA developed ENERGY STAR customer segments using the latest data from Claritas, in order to support customer acquisition and retention efforts for likely and prospective customers. We identified households that are likely to have (savers) or intend (intenders) to purchase an energy saving appliance and gathered customer data related to several demographic and behavioral factors. We then analyzed this data to develop high-level findings and market, media, and messaging insights.
In 2020, EPA conducted phased qualitative research leveraging the customer segmentation data to explore attitudes, perceptions, and experiences with respect to the ENERGY STAR brand and its partners. We then synthesized the results to create stimuli that we tested to inform brand campaign messaging and look and feel.
Summary of outreach materials for the ENERGY STAR Day campaign. Includes information about how to participate, sample media posts, social graphics and web banners.
Summary of outreach materials for refrigerator and freezer promotions. Includes links to factsheets, sample media posts, social graphics, videos, and more.
Promotional instructions, messaging, and materials for CFS partners participating in ENERGY STAR Day 2020. Includes information about how to participate, sample social media posts, and consumer messaging specific to commercial food service.