Greener BeeGreen GadgetsRomney Voters More Likely To Make Green Home Improvements Than Obama Voters


the nation’s largest home solar company, today announced national survey
results revealing that Romney voters are more likely to have made what
can be described as ‘green’ home improvements in the past five years
than Obama supporters (64% vs. 58%). The survey looked at the lifestyle
changes and home improvements Romney and Obama voters have made or are
interested in making. Environmental concerns were not highest on either
side’s list of the motivating factors for making changes to their homes
or their habits; both groups identified “saving money” as their primary
motivating factor for having made these changes, or for doing so in the

The study was commissioned by Sunrun and conducted online by Harris
Interactive® in August among 2,334 U.S. adults ages 18 and older. Nine
out of ten Americans of both voting persuasions said they had made what
can be considered ‘green’ changes to their lifestyles over the last five
years. Even though only 33 percent of Romney voters believe in global
warming, they led the charge on home improvements that could benefit the
environment. Obama voters were more likely to have made eco-friendly
lifestyle changes in the past five years (94% vs. 88%).

“This data shows us that a new shade of green is emerging, and it’s not
dominated by any particular side of the political spectrum,” said Sunrun
President and co-Founder Lynn Jurich. “Americans are motivated by
savings, and now there are environmental choices that are also the
smartest choices for your bank account.”

“I call this Pocketbook Environmentalism,” continued Jurich. “People may
like that something is good for the environment, but they’re not willing
to pay more for it.”

Bipartisan Green

Americans showed nearly twice as high a motivation to save money by
implementing energy-efficient and otherwise green home and lifestyle
changes (85%) than the least-common mentioned motivation for going
green, concern for the planet (44%). Obama voters and Romney voters were
neck-and-neck (50% and 47% respectively) when it came to citing the
desire to help America be less dependent on other countries for energy
as a motivation.

Survey Question: Which of the following has been, or would be, a
motivating factor for making the types of lifestyle changes or home
improvements described in the previous questions?





Saving money







Improving my/my family’s health




Desire to help America be less dependent on other countries for




Concern for the planet







“Individual voters’ attitudes and actions show that they consider ‘going
green’ a smart choice rather than a political choice,” added Jurich.
“Sunrun has customers that span political parties, because they all fall
into the Pocketbook Environmentalist category.”

Jurich founded Sunrun with Pocketbook Environmentalists in mind. The
company lets Americans go solar without the high upfront costs, plus
save money on electric bills. Sunrun owns, insures and maintains the
panels on a homeowners’ roof. Families pay a lower rate for the solar
power than the rate charged by their local utility company.

Greening Your Life vs. Greening Your Home

Romney voters’ higher inclination toward home improvements made in the
past five years includes:

  • Bought energy efficient appliances (43% vs. 35%)
  • Installed low flow toilets (22% vs. 17%)

Noteworthy data reflecting Obama supporters’ higher likelihood to have
made relevant lifestyle changes in the past five years vs. Romney voters

  • Eating more all-natural/organic foods (34% vs. 19%)
  • Unplugging gadgets and electronics when not in use (41% vs. 29%)
  • Starting to recycle or recycling more (52% vs. 42%)

Additional data from the survey available at:

Closing The Aspiration/Action Disconnect

“Attaining a greener lifestyle is simpler and more convenient than ever
before because smart companies are emerging that make the green option
the more cost-effective one,” said Sunrun Consumer Educator Susan Wise.
“We want to show people that it’s easier than they think to go from
aspiration to action. They don’t have to consider themselves
environmentalists to want to have a greener lifestyle.”

Green lifestyle changes can be as simple as recycling more or driving
less by carpooling or taking public transportation. Changes like going
solar that may seem complicated are much easier because of options like
Sunrun. Since Sunrun introduced solar power service in 2007, it has
become the preferred way for consumers to go solar in the nation’s top
solar markets.

While only 3% of Romney voters and 2% of Obama voters have installed
solar-power systems in the past five years, 27% of U.S. adults said they
are interested in installing a solar-power system in the future. 85%
said saving money was, or would be, an important factor for making these
types of changes.

“The results show there’s tremendous opportunity to educate voters on
how easy it is shift to clean energy and cut costs at the same time,”
added Wise of Sunrun.

Survey Methodology

This survey was conducted online within the United States by Harris
Interactive on behalf of Sunrun from August 23-27, 2012 among 2,334
adults ages 18 and older. This online survey is not based on a
probability sample and therefore no estimate of theoretical sampling
error can be calculated. For complete survey methodology, including
weighting variables, please contact Victoria Krammen at

About Sunrun

Sunrun is the nation’s largest home
company and invented solar power service, a way for homeowners
to go solar without the high upfront costs. Sunrun owns, insures,
monitors and maintains the solar panels on a homeowner’s roof, while
families pay a low rate for clean energy and fix their electric costs
for 20 years. Since Sunrun introduced solar power service in 2007, it
has become the preferred way for consumers to go solar in the nation’s
leading solar markets. More than 25,000 homeowners in 10 states have
chosen Sunrun, and the Company partners with over 30 leading local solar
companies who together employ more than 3,000 workers. Sunrun has
attracted enough capital to support the purchase of $1 billion in solar
systems from investors including U.S. Bancorp and raised $145 million in
venture capital from Accel Partners, Sequoia Capital, Foundation
Capital, and Madrone Capital Partners. For more information visit:

About Harris Interactive

Harris Interactive is one of the world’s leading market research firms,
leveraging research, technology, and business acumen to transform
relevant insight into actionable foresight. Known widely for the Harris
Poll® and for pioneering innovative research methodologies, Harris
offers proprietary solutions in the areas of market and customer
insight, corporate brand and reputation strategy, and marketing,
advertising, public relations and communications research. Harris
possesses expertise in a wide range of industries including health care,
technology, public affairs, energy, telecommunications, financial
services, insurance, media, retail, restaurant, and consumer package
goods. Additionally, Harris has a portfolio of multi-client offerings
that complement our custom solutions while maximizing our client’s
research investment. Serving clients in more than 215 countries and
territories through our North American and European offices, Harris
specializes in delivering research solutions that help us – and our
clients – stay ahead of what’s next. For more information, please visit

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