Periodic Reporting for period 2 - TOPTEN ACT (Enabling consumer action towards top energy-efficient products)
Periodo di rendicontazione: 2016-09-01 al 2018-08-31
A number of challenges prevent consumers from buying top energy-efficient products. For example:
• On the market, there is too much choice (consumers are faced with a myriad of models to choose from) and at the same time too little choice (few options of ‘good’ products make consumers less prone to purchase them).
• To fight against confusing information and promotion, Topten provides consumers with clear recommendations on how to choose energy-efficient products, including the interpretation of energy labels and information showing that efficient products are not necessarily more expensive over the lifetime compared to standard products.
Topten Act aims at transforming the EU market of energy-using products towards higher energy efficiency by addressing non-technical market barriers. It builds on the concept that it is ultimately consumer action (the purchase of top energy-efficient products) that will determine market transformation. Topten Act has developed a comprehensive strategy covering all key market actors, with three objectives mutually reinforcing each other:
1. To increase consumer purchases of top energy-efficient products in Europe: Topten Act identifies the top energy-efficient products in 16 European countries, and pushes this information to consumers through tailored national websites and targeted communications activities.
2. To increase the availability and visibility of top energy-efficient products: Consumer demand for top energy-efficient products improves Topten Act’s ability to: 1) work with manufacturers to help them steer production lines towards more energy-efficient products; 2) support retailers to promote energy-efficient products in their shops.
3. To increase large buyers’ knowledge of and demand for top energy-efficient products (both public and private entities): Large buyers have the ability to steer the market towards more energy-efficient products. Topten Act approaches them with information on products of their interest (e.g. office equipment, vehicles) and offers direct advice in preparing calls for tenders that include energy efficiency criteria.
Topten Act analyses the energy efficiency (and other environmental issues) of equipment responsible for most residential electricity consumption: Domestic appliances, Heating and cooling, Lighting, Consumer electronics, Mobility.
• On the market, there is too much choice (consumers are faced with a myriad of models to choose from) and at the same time too little choice (few options of ‘good’ products make consumers less prone to purchase them).
• To fight against confusing information and promotion, Topten provides consumers with clear recommendations on how to choose energy-efficient products, including the interpretation of energy labels and information showing that efficient products are not necessarily more expensive over the lifetime compared to standard products.
Topten Act aims at transforming the EU market of energy-using products towards higher energy efficiency by addressing non-technical market barriers. It builds on the concept that it is ultimately consumer action (the purchase of top energy-efficient products) that will determine market transformation. Topten Act has developed a comprehensive strategy covering all key market actors, with three objectives mutually reinforcing each other:
1. To increase consumer purchases of top energy-efficient products in Europe: Topten Act identifies the top energy-efficient products in 16 European countries, and pushes this information to consumers through tailored national websites and targeted communications activities.
2. To increase the availability and visibility of top energy-efficient products: Consumer demand for top energy-efficient products improves Topten Act’s ability to: 1) work with manufacturers to help them steer production lines towards more energy-efficient products; 2) support retailers to promote energy-efficient products in their shops.
3. To increase large buyers’ knowledge of and demand for top energy-efficient products (both public and private entities): Large buyers have the ability to steer the market towards more energy-efficient products. Topten Act approaches them with information on products of their interest (e.g. office equipment, vehicles) and offers direct advice in preparing calls for tenders that include energy efficiency criteria.
Topten Act analyses the energy efficiency (and other environmental issues) of equipment responsible for most residential electricity consumption: Domestic appliances, Heating and cooling, Lighting, Consumer electronics, Mobility.
Within Topten Act, 6 main activities were undertaken during the 42 months of the project:
1) Product analysis: 15 “Criteria papers” showing the technology and market status quo and trends were developed and updated, defining Topten selection criteria and recommendations. They cover the scope, current and expected Topten selection criteria, technical background, policies, standards and labels and market analysis. When comparing the Topten selection criteria across partner countries, one can see that: Most efficient products are disclosed in 365 product categories (filterable into over 1 000 market segments) on the Topten websites. Together, the 16 Topten website have scanned tens of thousands of products in order to display information on 21 000 product models selected for their energy efficiency; Most partners were able to tighten their selection criteria for several product categories, showing an energy efficiency progress on the market. However, Topen's analysis shows that the most efficient models are not available evenly to all EU citizens – some countries benefit from much more choice than others.
2) Though Topten Act does not measure energy consumption in testing labs, it does verify on paper the declared energy efficiency indexes (EEI) as well as randomly checks the correct display of the energy label and the product fiche on on-line retail shops. Regarding EEI calculations, 1 430 products distributed in 6 product categories were analysed during the project. In rare problematic cases, manufacturers / suppliers have been informed about the calculation activity and provided an explanation when needed. Regarding on-line labelling verifications, 61 shops were reviewed in 6 countries, inspecting ca. 4 800 products. While Topten Act cannot provide statistically relevant figures, the results do indicate that the energy information is not always properly displayed.
3) Partnerships with multipliers maximise the impact and visibility of the project. The Topten teams are in contact with most manufacturers present in their countries, several of them use the Topten logo on their products. 13 partners have developed a Topten Pro section dedicated to professional buyers. 158 collaborations with multipliers were initiated with institutions, consumer-, environmental- and sustainable mobility- NGOs, charities, buying agencies, municipalities, insurance companies, the media, etc.
4) Retailers are a specific target, because they decide what is available in their shops and they have a direct relation with consumers at the very moment of purchase. 11 countries were able to establish partnerships with retailers.
- In 4 countries, a Topten training for staff was provided to 8 retailers.
- Many retailers used Topten to label products: 61 in stores, 30 online, 12 in print materials.
- More than 75 retailers used Topten communication material.
- For 4 retailers, Topten criteria play a role in the selection of the range.
The new Topten software proposes a "best price" function which helps users save money in addition to energy, and allows for "referral marketing", i.e. links towards a specific Topten product at the retailer's e-shop. 10 countries develop referral links with 44 retailers, 14 of which use the Topten logo to highlight most energy-efficient products on their own website.
5) Many communication activities are implemented to ensure that the websites’ valuable information actually reaches consumers: Building journalists networks and provide them with stories; Appearing on TV, radio, social networks; Increasing web visibility on search engines; Producing e-newsletters, leaflets; Presenting Topten at conferences; Developing videos; Organising competitions; etc. 1 144 pieces of media coverage were recorded, 2 press books were produced. Altogether this led to 140 Mio media contacts (persons exposed to the Topten message).
The Topten Act visitors, measured as unique users, reached a total of 5.37 Mio, i.e. more than 1.5 Mio visitors per year.
6) In order to evaluate the Topten’s impacts further, web indicators were monitored and a visitor study was carried-out to analyse in detail how Topten visitors behave in terms of purchases.
1) Product analysis: 15 “Criteria papers” showing the technology and market status quo and trends were developed and updated, defining Topten selection criteria and recommendations. They cover the scope, current and expected Topten selection criteria, technical background, policies, standards and labels and market analysis. When comparing the Topten selection criteria across partner countries, one can see that: Most efficient products are disclosed in 365 product categories (filterable into over 1 000 market segments) on the Topten websites. Together, the 16 Topten website have scanned tens of thousands of products in order to display information on 21 000 product models selected for their energy efficiency; Most partners were able to tighten their selection criteria for several product categories, showing an energy efficiency progress on the market. However, Topen's analysis shows that the most efficient models are not available evenly to all EU citizens – some countries benefit from much more choice than others.
2) Though Topten Act does not measure energy consumption in testing labs, it does verify on paper the declared energy efficiency indexes (EEI) as well as randomly checks the correct display of the energy label and the product fiche on on-line retail shops. Regarding EEI calculations, 1 430 products distributed in 6 product categories were analysed during the project. In rare problematic cases, manufacturers / suppliers have been informed about the calculation activity and provided an explanation when needed. Regarding on-line labelling verifications, 61 shops were reviewed in 6 countries, inspecting ca. 4 800 products. While Topten Act cannot provide statistically relevant figures, the results do indicate that the energy information is not always properly displayed.
3) Partnerships with multipliers maximise the impact and visibility of the project. The Topten teams are in contact with most manufacturers present in their countries, several of them use the Topten logo on their products. 13 partners have developed a Topten Pro section dedicated to professional buyers. 158 collaborations with multipliers were initiated with institutions, consumer-, environmental- and sustainable mobility- NGOs, charities, buying agencies, municipalities, insurance companies, the media, etc.
4) Retailers are a specific target, because they decide what is available in their shops and they have a direct relation with consumers at the very moment of purchase. 11 countries were able to establish partnerships with retailers.
- In 4 countries, a Topten training for staff was provided to 8 retailers.
- Many retailers used Topten to label products: 61 in stores, 30 online, 12 in print materials.
- More than 75 retailers used Topten communication material.
- For 4 retailers, Topten criteria play a role in the selection of the range.
The new Topten software proposes a "best price" function which helps users save money in addition to energy, and allows for "referral marketing", i.e. links towards a specific Topten product at the retailer's e-shop. 10 countries develop referral links with 44 retailers, 14 of which use the Topten logo to highlight most energy-efficient products on their own website.
5) Many communication activities are implemented to ensure that the websites’ valuable information actually reaches consumers: Building journalists networks and provide them with stories; Appearing on TV, radio, social networks; Increasing web visibility on search engines; Producing e-newsletters, leaflets; Presenting Topten at conferences; Developing videos; Organising competitions; etc. 1 144 pieces of media coverage were recorded, 2 press books were produced. Altogether this led to 140 Mio media contacts (persons exposed to the Topten message).
The Topten Act visitors, measured as unique users, reached a total of 5.37 Mio, i.e. more than 1.5 Mio visitors per year.
6) In order to evaluate the Topten’s impacts further, web indicators were monitored and a visitor study was carried-out to analyse in detail how Topten visitors behave in terms of purchases.
Within the market transformation toolbox, Topten is considered as a "soft measure" that definitely impacts the market as a shifter, a facilitator, an education tool, a decision-making aid. Several studies have evaluated Topten’s multiple impacts; They confirm that the estimate of 350 kWh savings (over the lifetime of purchased products) per visitor on the Topten websites is a very reasonable and conservative one. In addition, impacts on manufacturers, retailers, professional buyers and policy makers should also be considered as they frame the market and its evolution.
When the 16 Topten websites gather 1.5 Mio/y, it means 564 GWh primary energy savings are triggered each year. If all impacts are considered, the savings triggered each year reach 1 072 GWh. This corresponds to saving more than 60 Mio €/y, i.e. roughly the electricity consumed in a year by 55 000 European citizens.
When the 16 Topten websites gather 1.5 Mio/y, it means 564 GWh primary energy savings are triggered each year. If all impacts are considered, the savings triggered each year reach 1 072 GWh. This corresponds to saving more than 60 Mio €/y, i.e. roughly the electricity consumed in a year by 55 000 European citizens.