New Efficiency-Awareness Research from Whirlpool
Perhaps it’s because I was born/raised in the teeny town in Michigan where Whirlpool is based, but I have a soft spot, generally, for both their products and their marketing campaigns. The latest news is their research on how energy efficiency-aware or not appliance shoppers are, and how the numbers get interesting from the marital, generational and gender angles.
A quote of note, with a bit of a surprising twist:
The greener gender? Eco-industry insiders have long touted women as the “greener” gender, yet 71 percent of males aged 35-44 surveyed are more attuned to high efficiency (HE) laundry products as compared to their female counterparts in the same age group (54 percent).
I know I was very attuned to HE when I bought my washer/dryer a few years back, so I’m wondering what might account for that gender difference in understanding of the concept (any ideas from readers?). The study also found that married consumers understood the HE value more than single consumers did. Hmmm…
Sounds like there’s room for more energy efficiency education out there!
