Seeing CFLs in a new light

by Anne Law, January 19th, 2007, 7:00 am

Granted, I have never been a big fan of dull, flickering fluorescent lights, but since compact fluorescent lamps (CFLs) have become a hot topic lately among both bloggers and the traditional media, I’ve taken a closer look. The question is, can the companies pushing the new and improved light bulbs change consumers’ preconceived notions about CFLs?

According to this Fast Company article, which proclaims that CFLs can change the world, the bulbs no longer have the characteristics that turned off buyers for decades: no more flickering start-ups, noise, or insufficient light. The bulbs also come in an attractive spiral shape and fit into more sockets.

The most important point is that they use 75-80% less energy than a regular bulb. And, they last 5-10 years, which is staggering when you think of how many incandescent bulbs the average household plows through in a year. CFLs do cost more than regular bulbs (about $3), but the price has dropped greatly over the years (from as much as $25 for early CFLs).

Wal-Mart has stepped forward with an impressive promotional effort that tries to educate consumers and improve its environmental image and bottom line — all in one swoop. The company has not only made a commitment to sell 100 million CFLs in the next year, it also plans to save a bundle by switching out bulbs in many of its store displays.

Powerhouse GE has climbed on board with Wal-Mart’s plan, changing a business model that has long stood by traditional incandescent bulbs and rebranding its CFLs as “Energy Smart.”

Other top retailers and manufacturers are also recognizing consumer interest in saving energy. I predict they’ll step up efforts to promote CFLs if and when the Wal-Mart plan shows some success.

So if Wal-Mart, which has influenced many shopping trends, wants to change how consumers think about light bulbs, I say: Who better to do it? And with energy bills skyrocketing and supporters for the lamps rallying, I foresee a new, hip image for what was once considered an ugly, inconvenient light bulb.