Energy Savers: Simple Messages Lack Power

Marketers of energy-efficient goods have already made the easy sales to early adopters, says a new report from the Shelton Group. Now they must get through to the "holdouts," who are fairly indifferent to energy conservation, while also reaching more-willing consumers who overestimate the degree to which they've made their homes more frugal. And they must do so at a time when rising electric rates mean that a simple "you'll save money" message isn't a realistic promise to be made on behalf of energy-efficient appliances, lightbulbs, windows and the like.

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