New Survey Finds Educating Consumers and Updating Codes Critical to Reducing Demand...

New Survey Finds Educating Consumers and Updating Codes Critical to Reducing
Demand for Electricity

WALTHAM, Mass., March 30 /PRNewswire/ -- According to a new survey of energy
efficiency professionals released by Opinion Dynamics Corporation, educating
consumers and enhancing building codes and standards should be at the top of
the list for recently appointed Energy Secretary Dr. Steven Chu. The survey
of 65 industry leaders, conducted in February 2009, found that 20 percent of
industry experts think upgrading the building codes and standards should be
the secretary's top priority in order to meet the goal of reducing electricity
demand by 15 percent over the next decade.

Results from the survey also show that 14 percent of industry leaders believe
educating and raising awareness among consumers about energy efficiency should
be a priority for meeting that goal. Suggestions from industry professionals
include: running public education campaigns, targeting efforts at our nation's
schools, and raising awareness of how people can reduce their energy
consumption through mass marketing and targeted social media campaigns.

"These results show that the industry is moving away from a strictly
engineering approach and towards a more market driven philosophy," said Brad
Kates, President, Opinion Dynamics. "The importance of engaging and educating
the public in energy efficiency has never been greater."

While the newly passed American Recovery and Reinvestment Act requires states
to provide assurances that they will implement advanced building codes, the
legislation provides few specifics about the role of education in advancing
energy efficiency. Given the findings of this survey, state energy officials
should consider spending funds on educational efforts for residential and
commercial customers.

Other key findings from the Opinion Dynamics 2009 Energy Efficiency Industry
Survey include:
-- More than half of industry professionals view marketing and outreach
as
the most important step toward energy efficiency when compared to
workforce development and a government commitment to the development
of
new technologies.
-- While there are diverse views about the future direction of the
industry, industry professionals believe that new technologies,
climate
change, workforce development and consumer education will emerge as
major issues over the next five years.
-- Sixty eight percent of energy efficiency professionals think that
framing energy efficiency as an economic issue is the best way to make
the case for greater action when compared to linking energy efficiency
with global warming, energy security or environmental issues.

This look at the future of the energy efficiency industry is the latest
research effort by Opinion Dynamics to assess the opportunities and challenges
facing the industry.

About Opinion Dynamics Corporation
Opinion Dynamics is a leading provider of market research and energy program
evaluations for utilities and energy industry clients throughout North
America. Opinion Dynamics is headquartered in Waltham, Mass., with offices
throughout California. Opinion Dynamics' experience in the energy industry
includes the assessment of energy efficiency and demand response measures, new
construction research and practices, end user market research, product market
assessments, process evaluations to determine program effectiveness, market
characterization studies, and market segmentation.

SOURCE Opinion Dynamics Corporation

Sharyn Barata, Vice President, Marketing of Opinion Dynamics Corporation,
sbarata@opiniondynamics.com, or Margaret Brady of Morrissey & Company for
Opinion Dynamics Corporation, +1-617-523-4141, margaret@morrisseyco.com