Ross sees “ratepayer backlash” taking place in some areas as rates rise, before residential customers even see smart grid initiatives arrive. This can be perceived as an obstacle to selling energy efficiency technologies in the home, but it’s really an opportunity. Ross agreed that the rise in prices, over time, will inspire homeowners to be more energy efficient.

Healy cited a study done by the Shelton Group, in which consumers said they would spend an additional $129 a month on energy before they take measures to improve their efficiencies. It’s staggering that even in this economy, people will willingly waste $1,500 a year or $4 a day. But as the Shelton’s group Suzanne Shelton says in her blog:

They didn’t come right out and tell us they were willing to waste $4/day – that’s just how the math works out. We think most consumers would likely feel pretty financially irresponsible/stupid if informed of the numbers above – after all, $1,500 is nothing to sneeze at, even if you make $100,000 a year.

In other words, tell them that they’re wasting $4 a day or $1,500 a year, and you’ll likely see consumers want to eliminate that waste. It’s all in the way the “waste” is phrased.

“I think people will [become more energy conscious],” Ross said. “It will take some time.”

And remember what you are selling, if you’re in the consumer electronics space. In an in-depth interview with GreenTech Advocates, Shelton calls consumer electronics like energy-saving LED TVs and control systems “the sparkly green” stuff that is much sexier than insulation, which people generally don’t want to deal with.

“Selling a big-screen TV that is super energy-efficient—well there’s a home run, because I want a big screen TV anyway because it’s sexy,” says Shelton in our interview. “You satisfy my desire for aesthetics and sexiness and give me rational reason to justify my very emotional purchase.”

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Steven Castle - Contributing Writer

Steven Castle is Electronic House's managing editor. he has been writing about consumer electronics, homes and energy efficiency topics for two decades. He is also the co-founder of GreenTech Advocates.