The Year of Energy Efficiency

In the holiday classic, "The Year Without a Santa Claus," Santa has a nasty cold and decides to take Christmas off. Today, it seems Florida utility FPL would be more than willing to step into Santa's vacant shoes with their press release on suggested energy efficiency "presents." Even without a Santa Claus, the gifts will abound, it appears.

FPL says to stock up the holidays with energy-star labeled products, solar-powered technology, LED televisions, surge strips and rechargeable batteries, compact fluorescents and low-flow showerheads, and "human-powered" products like shake flashlights and wind-up radios.

I think they are stretching for that last one as far as an energy efficient gift goes, but they're in Florida. Those are practical items in a hurricane. We'll just let it slide.

Even before FPL's holly-jolly-low-flow Christmas tidings, energy efficiency seemed the topic on everyone's lips. Autovation was largely about energy efficiency, from LEDs to energy management systems. Gridweek even covered efficiency more heavily than usual. There were articles on it, blogs on it, conferences around it, conferences adapted to it (just see the line-up for CES 2010 to get an eye for how even consumer conferences are changing to push the idea).

And there is practicality in efficiency. It doesn't require anyone to build more plants, add more power. It's about getting more from what you have on hand. But, as anyone surviving the recession understands, sometimes squeezing more from less creates a certain law of diminishing returns.

I'm interested in the marketing around energy efficiency, really. Granted, products like energy displays, etc., can build on the foundation of saving while promoting a certain amount of spending, but that can only reach so far before we start to figure out that we're forking out a lot of cash to slice tiny nickels and dimes off our energy bills. I often wonder: Where's the tipping point? At what spot in the process will the average consumer say, "Nah. This is just silly."

I know where my tipping point is: Despite the encouragement of FPL, anyone who buys me a low-flow showerhead for Christmas will get a lump of coal in return. A girl with lots o' hair cannot possibly get shampoo out of it with the trickle-and-spit low-flow method. So, Santa ... or FPL ... please, nothing low-flow for me. If that makes me bad, so be it. Put me on the energy efficiency naughty list. I can take it.