You know that 10 or 20 pounds that you just can’t seem to lose? You do the right thing — eat kale or log time on the StairMaster — but the weight clings. You feel powerless.
It’s like that with our energy bills, too. Eighty-nine percent of us think we’re not using as much energy as we did 5 years ago, and almost one-half of us think our homes are energy efficient. But 59% also say our energy bills have gone up, according to consumer research by the Shelton Group, a marketing and advertising agency that specializes in energy-efficiency issues.
Call that the Snackwell’s effect, says Shelton Group CEO Suzanne Shelton. Basically, we’re saying, “I bought these CFLs so now I can leave the lights on and not pay more. I bought a high-efficiency washer and dryer because I want to do more laundry without paying more. I ate the salad, so I can have the chocolate cake.”
Unfortunately, that disconnect has led to defeat. We feel victimized by our energy bills and powerless to the point where we’re making fewer energy-efficient improvements. In fact, Shelton’s research shows consumers made only 2.6 improvements in 2012 compared with 4.6 in 2010.
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