Off. Really off? - Eco-marketing as energy efficiency approach

Panel: Panel 2: Dynamics of Consumption

Authors:
Klaus Wortmann, Energiestiftung Schleswig-Holstein
Werner Möhring-Hüser, Energiestiftung Schleswig-Holstein

Abstract

Which role should Eco-marketing play for the future of energy efficiency? A state-wide public awareness campaign, directed mainly to private consumers is currently carried out by the Energy Foundation Schleswig-Holstein with support of a professional advertising agency, and accompanied by pre- and post-campaign-surveys. The goal of the campaign "Off. Really off?" is to reduce stand-by-consumption in households and offices as illustrative example for electricity savings in general. Much of the stand-by-consumption is a good symbol for pointless energy use. The communication strategy, target groups, the marketing mix and results of the campaign are presented. The communication strategy for consumers, for instance, appeals to the need for personal control (instead of money savings or environmental moral), and the marketing mix includes cinema and radio spots, newspaper advertisements, internet presentations and information material at the point of sales.

A discussion on the potential and future role of such campaigns directed to private consumers follows: Are those campaigns "blaming the victims"? Or are they although not sufficient, but necessary to influence market processes in deregulated energy markets? A systemic approach is recommended here by not only creating but also using the campaign within a more comprehensive strategy: Sometimes contrary to their earlier statements, sellers, producers, state-institutions and other co-operation partners are often willing to support the campaign in order to benefit from it, too. Thus, new opportunities emerge for the energy efficiency-marketer additional to the more traditional strategies like negotiations, pure information material or mere expert opinions.