innovation | solutions | sustainability ENERGY STAR Participants Meeting May 4, 2006
Overview • Introduction & About Eneract • smartliving Community • Marketing to ethno-cultural communities • Barriers and Opportunities • Conclusion
Introduction • Eneract is an environmental charity • Delivers innovative, practical and turn key solutions to environmental challenges • Works with residents, businesses and other non-profits • Established in 1988 Go green, live smart, save money. Find out more: www.eneract.org
Our programs • smartliving St. Lawrence The first project of its kind in Canada – a community transformation project that offers programming in the three interconnected sectors vital to the health of any neighbourhood: environment, community and economy • Green Pride For two years (2004, 2005), Eneract coordinated the recycling for Pride Toronto, hosts of Pride Week – one of Toronto’s largest events. In 2005 we helped divert 1.4 tonnes of recyclables (approx. 100,000 500ml plastic water bottles) from the landfill.
smartliving Community Go green, live smart, save money… • smartliving Community (slC) provides participants with simple suggestions on how to green their lives and homes in the areas of energy, water, transportation, waste and food. • Focus is on ethno cultural communities • Piloted in 2005 with the Chinese community • Roll-out plans: South Asian (2006), West Indian (2007), Italian (2008), Portuguese (2008) and Filipino (2008)
smartliving Community (2) Program design • Three tools: • Energy conservation guide (the 20/20 Planner) • www.smartliving.ca • Translated into Chinese • Available for homeowners and tenants • smartliving Workshop • 1.5 hours • Fully interactive • Facilitators in Chinese, when necessary
ENERGY STAR® promotionin the smartliving Community program • ENERGY STAR was integrated into all elements of the program’s educational component: • Workshops – 15 minutes spent on appliance energy efficiency and ENERGY STAR • Publications – ENERGY STAR content integrated into “5 simple steps to $180 in energy savings” brochure • “Look for ENERGY STAR” (NRCan) publication distributed to thousands of workshop participants • Promoted municipal and provincial incentives (eg. tax reimbursements) for purchasing ENERGY STAR
Why market to ethno-cultural communities? • Sheer numbers: • 18% of Canada's population was born outside of the country (5,808,690 people (2005 est.)) • Concentrated in Canada’s large urban centres: close to 94% of immigrants settle in urban areas • 44% of Toronto’s population was born outside Canada. SIZE = BUYING POWER
Program implementation smartliving Community – Chinese Pilot • Step 1: Research – focus sessions, stats, etc • Step 2: Design program • Step 3: Develop publications, website • Step 4: Outreach to community leaders • Step 5: Outreach to community media – awareness – drive traffic to smartliving.ca • Step 6: Schedule and deliver workshops
Research – Learnings from the focus session • Money, Health and employment are key issues • Low levels of awareness of environmental issues unless it affects bills/money • Information must be in Chinese Crafting the message • Establish norms (new Canadians/immigrants) • Children wield some power in families from mainland Chinese because of China’s 1 child policy • Person to Person contact is always better
Program design • Volunteers, managed by staff, lead: • Research – media, events, sites • Translation – brochures, web • Graphics/web design • Outreach @ events • Media – on-air interviews • Program partners • Toronto Chinese Environmental Ambassadors • Community leaders
Lessons learned Use community leaders: Jack Layton, Olivia Chow, Josh Matlow, Pam McConnell, Paula Fletcher Image: Then City Councillor Olivia Chow is featured in Ming Pao Daily at an Eneract media event at her home
Lessons Learned Take the time to understand your market • Research • Talk to people from the community • Focus groups Speak in their language • Publications and websites must be available in Chinese. • Chinese-speaking support/staff is encouraged. “The language barrier must be crossed…”
Challenges • Language • Sophisticated community structure – • How do you “crack” a community that is so sophisticated that members do not need to interact with other communities for anything? • Cultural – • Is it ok to go into someone’s house with your shoes on? • How do they feel about hand shakes?
Eneract can help • Services: • Environmental marketing • Internal: Employees at work (building a “conservation culture”); employees on the road (smart commuting) and employees at home (smartliving Workshops) • External: Ethno-demographic market research; environmental direct marketing. • Products: • smartliving Guide (www.smartlivingguide.ca) • smartliving Workshop • www.smartliving.ca
Contact us 401 Richmond St West, Suite 401 Toronto, ON M5V 3A8 Telephone: (416) 488-3966 Fax: (416) 977-2157 www.eneract.org