• by Aaron Baar , April 14, 2009

Consumer electronics -- in particular computers, monitors and televisions -- are notorious energy-suckers. But consumers are becoming more environmentally conscious, and they're looking to save money on their utility bills. Two California utilities, along with retailers and consumer electronics makers, are looking to guide consumers toward more energy-efficient products with an in-store marketing and labeling program.

Through the Business and Consumer Electronics Program, Pacific Gas and Electric and the Sacramento Municipal Utility District, retailers such as Best Buy, Sears Holdings Co., Wal-Mart and computer maker Lenovo will add tags and signage to the most energy-efficient and cost-saving electronic products in the stores.

"The Business and Consumer Electronics Program will provide marketing support to educate and sell the most energy efficient computers, monitors and televisions to consumers," said Brad Whitcomb, vice president of marketing and customer innovation of PG&E, in a news conference announcing the program. "Business and consumer electronics represent a significant and increasing portion of electricity usage. In California, they already account for 18% of consumer use and 8% of non-residential use."

The program will label products that meet or exceed the Environmental Protection Agency's Energy Star guidelines. Televisions and other electronic products will be affixed with screen clings, while computers and monitors will have shelving labels identifying "energy efficient products" as telling consumers to "Save" (for those that meet the Energy Star standards) or "Save More," (for those that exceed the standards) with copy indicating the savings will include "energy, money and the environment." The blue and yellow colored labels (which are PG&E's signature colors) are co-branded with the PG&E logo and the Energy Star label.

The program will also include extensive education about energy-efficient electronics for the retailers' sales staffs. "They are really going to be in a position to educate customers," PG&E representative Katie Romans tells Marketing Daily. "It's all fine and good to look to PG&E and Energy Star as credible sources. But when you walk into most of these stores and have many options, the first thing most people do is look to the salespeople for help."

The program, which launched last month, will initially be limited to Sacramento County, although Romans was hopeful other California metropolitan areas would sign on as well. "We're hoping more utilities join on as the program continues," she says.