Energy Upgrade California

Statewide Research Summary

Energy Upgrade California is launching a campaign to help empower Californians to become better
energy stewards. A statewide study was commissioned to gain a better understanding of the mindsets
of Californians when it comes to energy efficiency and to learn about what motivates people when it
comes to smarter energy use.

Key Findings:
Understanding their role
Californians know energy efficiency is important but arent sure of what their role is, demonstrating that
we have the opportunity to help people better understand what they can do to save energy.

Changing behaviors
Californians are most likely to take action to save energy when the energy use is more obvious, like
switching off a switch or power button. Convenience and awareness are barriers to making it routine.

Energy and Environment:

There is common agreement that climate change is real, and that everyone plays a role in protecting
the environment, no matter how small the action is.
91% Everyone needs to do his/her part to ensure the environment is healthy
84% Environmental challenges like climate change are important issues
81% I am willing to take an extra step if it means being more environmentally conscious

Energy Efficiency is Important:

Energy efficiency is important to most and interest in doing more is desired; however, there is less
understanding of individual roles as part of the big picture.
83% Making my home energy efficient is important to me
86% It is important to find alternative energy sources such as solar and wind energy
75% It frustrates me when I see others being wasteful with their energy usage
74% I am always seeking out more ways to become energy efficient
79% I believe CA should do more to implement smarter, more efficient energy practices
46% I play an important role in making my city/state more energy efficient

Desire to be Responsible with Energy Use:

Personal ethics and cost savings are biggest drivers in becoming more energy efficient.
Which of these is most important to you in personally becoming more energy efficient?
- Top answers in order of most important:
o Being a responsible, thoughtful human
o Cost savings on energy bill
o Not being wasteful
o Passing responsible values on to my family/children

(Survey Methodology: Online survey of 5,000 CA residents, ages 18+. January 19-February 7, 2017. Demographics
representative of CA (within +5%): ethnicity, gender, county population. Survey offered in English or Spanish.)

Contact: Alexa Karkar / FleishmanHillard for Energy Upgrade California / alexa.karkar@fleishman.com / (916) 492-5313