The Renewable Energy is becoming a Key Component in Consumers Choice

September 21, 2012 in Our View, Strategy, Training

Two global studies commissioned by turbine maker Vestas reveal that consumers are considering renewable energy as one of their most important priorities in choosing which brand to buy, while corporations are continuing to show preference for investing in renewable energy. This data is drawn from two global surveys: the Global Consumer Wind Study 2012 (GCWS), an annual survey produced by TNS Gallup, about consumers’ preferences for renewable energy, and the Corporate Renewable Energy Index Report 2012 (CREX), an index of companies that use renewable energy voluntarily, prepared by Bloomberg New Energy Finance.

The GCWS showed that:

  • 45% of consumers surveyed perceive climate change as one of the top three challenges facing the world today;
  • 79% of consumers prefer renewable energy;
  • 74% of the respondents believe companies can positively affect how consumers perceive their brand by switching to wind energy. Also here 28% said they would get a “much more positive” perception if the surveyed brands’ products were manufactured using wind energy;
  • 62% of respondents say they would be more willing to buy products from brands using wind energy.

The report, carried out in May, surveyed 24,000 consumers from 20 countries and includes 32 of the biggest brands in the world: Adidas, Apple, BMW, Carlsberg, Coca-Cola, Danone, Disney, Ferrero Nutella, Gap, Google, Heineken, Honda, HP, Ikea, Lego, L’Oreal, McDonalds, Microsoft, Nestlé, Nike, Nissan, Nokia, Pepsi, Puma, Sony, Starbucks, Tesco, Toyota, UPS, VW, Walmart and Zara.

“The evidence presented by the surveys is extremely encouraging, clearly showing that consumers are demanding more renewable energy in the grid and are showing a willingness to pay a premium price for products made with renewable energy,” said Morten Albaek, Vestas Group Senior Vice President of Marketing, Communication and Corporate Relations.

Complementary to this consumers demand, the CREX study found global investment in new renewable capacity has continued to rise. In 2011 net investment in renewable power capacity outpaced that of fossil fuel generation ($237bn for renewables versus $223bn for additional fossil fuel generation). Many companies are making a significant commitment to renewable energy through direct investment in on-site generation (40% of renewable electricity purchases in 2011). This year more than 300 companies have disclosed their use of energy for the 2012 edition of CREX, which is a 200 percent increase in participation compared to 2011.

Michael Liebreich“The findings of the CREX report show corporations are taking an active role in purchasing their own renewable energy directly. However the pace of growth in companies’ use of renewable energy will depend on the level of political and regulatory support, and
on further progress in the cost-competitiveness of these technologies,” said Michael Liebreich, Chief Executive of Bloomberg New Energy Finance.

According to Vestas, this shows companies are taking a greater interest in creating transparency. It says companies are also taking action and increasing their use of renewable energy and investing directly in renewable energy projects.

In order to bring this important data to greater public attention, Vestas is conducting the 2012 Energy Transparency campaign, aimed at increasing transparency of consumers’ energy preferences globally and influencing companies’ energy procurement, while at the same time helping to shape the future energy mix of the world.

Both studies can be found on Vestas website.

About Vestas

Vestas is a Denmark based company founded back in 1898 by H.S. Hansen. Today is the world leader in wind energy, monitoring through its almost 22.000 employees more than 21,500 turbines, or 38,000 MW. Over the years it installed more than 46,000 wind turbines in 69 countries on six continents. Its’ motto is “Wind. It means the world to us”!

Vestas in Romania

The company has been active in Romania for several years, but the opening of an office in Bucharest, back in January 2011, was recognition of the positive evolution of the local environment for wind energy over the last years. At the end of 2011, Vestas had an investment of 550 million Euro in Romania, with 192 turbines installed, which were providing 488 MW of energy.

About the GCWS

The Global Consumer Wind Study (GCWS) is a global study, conducted by TSN Gallup, which focuses on consumers’ preferences regarding energy, their demand for products made with renewable energy, as well as how energy decisions by some of the world’s largest companies affect consumer choices.

About the CREX

The Corporate Renewable Energy Index (CREX) is an index that ranks companies according to their voluntary renewable energy procurement. Produced by Bloomberg New Energy Finance, the aim behind the CREX is to clearly identify the level of renewable energy used by corporations around the world and provide much-needed transparency to companies, investors , policy makers, NGOs and last but not least consumers. In 2012, the CREX includes 389 companies from 26 countries.