Page 59 - Green Builder May-June 2018 Issue

www.greenbuildermedia.com/cognition

At ease. Different users of
energy-efficient products
react differently to common
terms and product types, with
consumers being the most
receptive overall.
Cognition data reveals that across the as important a purchase consideration as yield monthly dividends (in the form of
country, consumer expectations, as well location. cost savings) on an ongoing basis. In this
as codes, will continue to ratchet until While insulation, windows, HVAC, respect, consumers comprehend that first
we cross the threshold of net-zero energy lighting, appliances and thermostats are cost is not full cost. This is an important
and shift to net-positive energy (where the top efficiency categories that consumers transformation in the building industry
homes and buildings produce more look for, the definition of energy efficiency that has been held hostage for too long by a
energy than they use). Not surprisingly, is expanding, and consumers now correlate flawed price-per-square-foot metric that does
California is leading the charge in this area efficiency with other key market drivers. not include performance considerations or
with its recently approved code change For example, solar is a growing factor in long-term operating costs in the valuation
[https://bit.ly/2x7Qg0u] that, beginning in the energy efficiency conversation, as early- equation.
January 2020, will require all new homes adopter and first-mover consumers connect Cognition data reveals that, like with most
to achieve net-zero electricity. This will energy usage and production. Consumers are things, effective messaging about energy
be accomplished through a blend of solar also now linking resiliency with efficiency. efficiency depends on the audience profile.
and high-performance insulation, roofing, Cognition research shows that quality and Early-adopter and first-mover consumers
windows, doors, building envelope systems, performance are the top purchase drivers have a positive sentiment towards energy
appliances, lighting and mechanical systems. for energy-efficient products, followed by efficiency and want straight talk about the
spectrum of benefits that are delivered by
efficient products (environmental impact,
cost benefits, durability and so forth).
Mainstream consumers need a little
more storytelling—they resonate better
with terms like comfort, saving money and
enhanced resale value.
Energy efficiency-related brands that
rank the highest in Cognition’s positioning
analysis include Bosch, Trane, Rheem,
Andersen, Nest, Philips and Owens Corning.
It’s a good thing that these major brands
and many others continue to strengthen
their energy efficiency offerings and
messages, because there is no way that
we can tackle climate change and carbon
Buyer’s choice. Consumers now consider quality as their No. 1 reason for buying an energy-efficient
product, well ahead of traditional drivers such as cost and brand familiarity. emissions without a robust spectrum of
solutions that address efficiency in the built
Cognition market intelligence indicates price and warranty. Considerations such as environment. GB
that, from coast to coast, energy efficiency appearance/aesthetics, innovative design
is a top decision-making factor when and brand awareness fall farther down the For more information, visit
purchasing a home. In many markets, a list. www.greenbuildermedia.com/cognition.
growing number of consumers claim that While cost is a significant decision-driver, To learn more about how our market
they won’t even consider buying a home it is considered less important by consumers intelligence services can help your business,
if it doesn’t have energy-efficient products. who understand that efficient products may email Sara Gutterman at
In fact, they say that efficiency has become require a larger upfront investment but will sara.gutterman@greenbuildermedia.com.

www.greenbuildermedia.com May/June 2018 GREEN BUILDER 57

56-57 GB 0518 Cognition.indd 57 6/15/18 1:22 PM