The National Top-Runner-Initiative in Germany Retailers as gatekeepers between manufactueres and consumers

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1 14. September 2017 EEDAL Conference The National Top-Runner-Initiative in Germany Retailers as gatekeepers between manufactueres and consumers Claus Barthel, Lena Tholen, Anton Barckhausen, Johannes Fehr, Thomas Bogner Wuppertal Institute for Climate, Environment and Energy; adelphi consult; Austrian Energy Agency

2 Overall goals of the German government The German government published the National Energy Efficiency Plan in 2014, which aims to reduce the primary energy consumption in Germany compared to 2008 level by 20 % until 2020, and by 50 % by 2050 GHG emissions shall fall by 40 % compared to 1990 Policy packages for all sectors were established to better exploit the existing energy efficiency potentials The National Top-Runner-Initiative was launched as one measures PowerPoint Leervorlage 2

3 The National Top-Runner-Initiative Introduced in January 2016 Aim is to increase the share of the most energy efficient products on the market (so called top-runners) Bring all stakeholders together: retailers, manufactures and consumers Expected energy savings according to the National Energy Efficiency Plan: 85 PJ primary energy and 5.1 Mt CO2 eq PowerPoint Leervorlage 3

4 Specific goals Increase market penetration of highly energy efficient appliances Encourage consumers to anchor energy efficiency even more as buying criterion Provide information about the Ecodesign Directive and the (revision of the) Energy Labelling Directive Motivate consumers to reduce their energy consumption PowerPoint Leervorlage 4

5 Specific goals PowerPoint Leervorlage 5

6 The target groups PowerPoint Leervorlage 6

7 Activities to address manufacturers Motivate manufacturers (especially start-ups) to develop energy-efficient products Initiate innovations through dialogues (open innovation platform) Support the EU in developing an EU product database according to the revision of the Energy Labelling Directive PowerPoint Leervorlage 7

8 Activities to address manufacturers PowerPoint Leervorlage 8

9 Activities to address manufacturers PowerPoint Leervorlage 9

10 Activities to address retailers Actor group of special interest as it forms a link between manufactures and consumers Provide information for decision makers (benefits of energy efficiency, retails guide) Train sale staff (presentations and e-learning) Formation of a network Point of Sale activities (Label tool, movie, brochures etc.) PowerPoint Leervorlage 10

11 Activities to address retailers 6 training modules: Introduction Washing machines Tumble dryers Dishwashers Refrigerators Lighting PowerPoint Leervorlage 11

12 Activities to address retailers PowerPoint Leervorlage 12

13 Activities to address consumers Reduce barriers that prevent consumers from buying energy efficient products through communication and education Brochures Website Checklists Top-Runner database Calculation tools Movies Quiz Events / Trade fair presence (including wheel of fortune etc.) PowerPoint Leervorlage 13

14 Activities to address consumers PowerPoint Leervorlage 14

15 Activities to address consumers PowerPoint Leervorlage 15

16 Evaluation of the Top-Runner Initiative Ex ante evaluation, process evaluation and ex post evaluation Evaluation is conducted by external research institute (Fraunhofer IZT) Analyse and assess the targets and if necessary reformulate targets Define indicators Assess potentials Example: Training programme for sale staff: Indicators: Quality of the approach (e.g. the consulting service has improved, more energy efficient products are sold, more energy efficient products are on the market) and cost benefit analysis Method of assessment: document analysis, interviews with participants of the trainings, discussion with project team PowerPoint Leervorlage 16

17 Reality check Targets are unrealistic New calculation made by the IZT institute, bottom up and top down PowerPoint Leervorlage 17

18 Conclusion All stakeholders should be addressed by energy efficiency initiatives Benefits: Overlaps can be addressed Exchange of information, learn from each other Changes of perspective PowerPoint Leervorlage 18

19 Challenges For Manufactures Have their own plans and targets Difficult to motivate, no clear benefit Do not disclose company and operational secrets For Retailers Scepticism regarding the energy label Difficult to change routines Some big players and small retailers For consumers Find the right approaches that appeal to consumers (that go beyond cost savings) Bring together all information campaigns How to make the label attractive and exciting for consumers PowerPoint Leervorlage 19

20 Thank you for your attention! 20