Saving energy & reducing pollution: asking workers to power-manage idle computers


Client: U.S. EPA’s ENERGY STAR Program

How can we persuade large organizations to save energy by configuring their computers to “sleep” when idle?


  • Conceived and implemented a national campaign targeting large computer-intensive organizations
  • Developed unique content for various audiences: IT managers, executives, facilities managers, and others
  • Developed website content that leveraged the findings of behavioral economics and the psychology of decision making.  Examples:
  • Developed highly successful email marketing campaign that leveraged the findings of behavioral economics and the psychology of decision making
  • Built working partnerships with IT industry leaders and NGOs to reach & influence targets
  • Generated more than 70 articles and news stories carried by National Public Radio, CFO Magazine, PC World, Fortune Magazine, and a host of regional and local publications
  • Made direct personal appeals to executives at target organizations rooted in behavioral economics
  • Conceived and developed a service offering that provided free technical consultations and turn-key software tools to organizations interested in IT energy savings


  • Thousands of organizations of all sizes and industries recruited, including Fortune 500s such as GE, GlaxoSmithKline, and Verizon, schools and colleges, and federal, state, and local governments.  For a complete list see
  • Today, 85% of computer monitors in the US utilize power management features. up from only 50%
  • Nearly 5 million computers power managed nationwide
  • Over 1.2 billion kWh saved annually

Client awarded EPA’s highest honor: Gold Medal for Public Service.