Mark Dolliver: Global Warmers | Adweek Mark Dolliver: Global Warmers | Adweek
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Mark Dolliver: Global Warmers

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Though they don't elicit the scorn heaped on SUVs, TV sets and personal computers burn through lots of kilowatts and contribute to global warming. In a Forrester Research survey, 23 percent of adults agreed or agreed strongly that they're "concerned about the amount of energy TVs and computers use." But 40 percent disagreed/disagreed strongly, with the rest "neutral." Given such numbers, it's surprising that more than one-third said they would pay a 10 percent premium to get a more energy-efficient TV or PC (see the chart). That nearly matches the 40 percent who agreed or agreed strongly that they would "consider environmental issues (e.g., energy efficiency, recycling) when I purchase my next TV or PC."