Energy Efficiency Improvements Important to End Consumer
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It is no secret that energy efficiency can save businesses money as well as increase their operating income. That operating income can then lead to spending in areas that benefit the customer such as sales and customer service. But did you know that energy efficiency can add value to a business’ consumers in several other ways as well?
According to Edelman’s 2012 goodpurpose study, 72% of consumers would recommend a brand that supports a good cause over one that doesn’t. Implementing energy efficiency solutions puts businesses in the spotlight for being a good steward of the earth. Consumers notice those companies who work to reduce their carbon footprints and the majority of consumers would rather purchase from sustainable companies rather than non-sustainable companies.
Reduced costs and a feel-good mission are not the only benefit of energy efficiency improvements. Certain solutions contribute to increased comfort and better aesthetics. Let’s look at a convenience store example. Suppose you are driving one night and find yourself low on gas. You come to an intersection with two equally easy to reach convenience stores with the same gas prices. One of them has all but two of their lights out above their gasoline stations and the other has all brightly lit lights. Which would you be more likely to visit?
Now, let’s look at a different type of retail store. Suppose you have decided it’s time to get a new couch so you head to your local furniture store on a hot Saturday afternoon. You plan on leisurely walking through the store, trying out different styles before you decide on the one you want to buy. You walk in, glad to get out of the heat, and are surprised to feel that the temperature inside the store is almost the same as it is outside. The store manager keeps the air conditioner on 80 degrees in order to keep costs down. If it is 80 degrees in the store, would you be willing to spend more than a few minutes shopping or would you find a different store?
Do you think your customers would respond to any of these benefits of energy efficiency improvements?