NW Communications & Energy Innovation Conference Presented by John Horvick, Vice President & Political Director September 2015

2 Knowledge&Awareness PublicMoodIssues&ValuesEnergyEfficiencyCommunications

3 PublicMood

Right Direction/Wrong Track 4

Job performance 5

Oregon Wrong Track Percentages & Statewide Unemployment Rates

Concern about personal financial situation 7

US median incomes since 2007 (2014 dollars) 8

Median age by race

National median household incomes/wealth (2013 dollars)

11 Knowledge&Awareness

12 Knowledge & Awareness Cannot name the three branches of government Cannot name the source of their drinking water supply Cannot names the candidates for governor or senator 50% 50%+ 60%+

Knowledge and aware of water supply 13 “I am not aware of any information about the water source. I am a super-focused, single mother and business owner. I’m doing a pretty good job just keeping on top of that.” “It’s one of those things that I don’t think about. I mean, I go and turn the faucet on, it’s there. I go to my refrigerator, get water out of it. I never really think about it. That makes me feel good.”

How knowledgeable are you about how energy is produced, delivered and used? 14

15 Issues&Values

What do you most value about living in your state? (national)

Most important issues for state leaders to address (national) What’s missing?

Most important environmental issue (Pacific Northwest)

Opinion of Climate Change Climate change requires us to change our way of life such as driving less or living more simply If climate change becomes a problem we can deal with it later Don’t know

Opinion of Climate Change

21 Estimated current power generation in Pacific Northwest and 10 year desired allocation

22 EnergyEfficiency

Importance of increasing taxes or reallocate funds to invest in energy efficiency and conservation

Support for electric utility investments Investments to help homes and businesses be more energy efficient

Save money Reasons to invest in energy efficiency

#1 Reason#2 Reason#3 Reason $$$$ Save money Lower bills Cut costs Don’t have a second Don’t have a third Money It’s the right thing to do

Save money Necessity Comfort Environment (climate, air, water) Expression of values Reliability of existing system Concern for future generations Reasons to invest in energy efficiency

Upfront costs Knowledge Return on investment Hassle factor Family disagreement Financing Barriers to making home energy efficiency investments

Why do electric utility providers want to help their customers be more energy efficient? Electric utilities exist to make money by selling electricity to individuals and business. They sometimes make a big show about trying to help their customers be more energy efficient, but that is just PR and marketing. What they really want is for their customers to use more electricity so they have higher profits. The biggest long-term expense that electric utilities have is the need to build more power plants, or expand existing, ones to meet the demands of growing populations. By helping their customers be more energy efficient and use less electricity, electric utilities will spend less money building expensive power plants. And because electric utilities rates are highly regulated, these savings will be passed on to their customers year olds: 52% $25-50k: 47% HS or less: 40%

31 Communications

Communications You are not the audience! You know more, you care more. Be humble, be patient, be persistent Connect to values. Target communications to values that most resonate with each audience – location, age, race, etc.

Make links to local conditions when possible. Be specific. Relate how individuals’ behaviors impact their community to more effectively address how individuals can make a difference in their own “backyard.” Use their language. Communications

Consider messengers and tailor to audiences. Role of gender, race/ethnicity, income levels, etc. Know the influencers: retail sales, contractors, YOU. Consider family dynamics and how families make joint decisions about energy efficiency investments. Use a positive tone and focus on outcomes. Keep a focus on maintaining our quality of life and quality of place. Communicate that there is a plan for the future. Failed policies or consequences of bad behaviors are weak reasons for behavior change.

Communications Suggest simple steps to behavior change. A large number of residents are uncertain or confused about what actions they can take. They are also unsure of where to find additional resources on alternatives. Provide simple changes and link those to outcomes. Be specific. Focus on key moments of opportunity. For energy efficiency more likely to be reactive than proactive.

Future research Track behavior and attitudinal changes over time – surveys Develop, test, and refine messages for key groups – focus groups and surveys Identify barriers to behavior changes – in depth interviews and focus groups Assess opinion leaders: interests, perceptions, values, and priorities – in depth interviews

37 Q&A