Regulators Vote $40M for ‘Branding’

By Published On: December 20, 2013

Aiming to get consumers to conserve, the California Public Utilities Commission Dec. 19 voted to create “an instantly recognized [energy efficiency] brand.” Commissioners decided some $40-plus million of ratepayer funds should go to the California Center for Sustainable Energy in San Diego to develop a brand integrating marketing, education and outreach. The organization is to report twice-a-year on its plans for “target” audiences to garner efficiency cooperation. Utility ratepayers from the following territories are to fund it over two years as follows: * Pacific Gas & Electric—$24.6 million; * Southern California Edicon--$20.7 million; and * SoCal Gas and San Diego Gas & Electric (numbers not detailed). The new branding is a spinoff from the decade-old “flex alert” in which customers are urged to cut use in times of low generation or other grid stress.

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