The Rise in Green Premium Acceptance

July 2, 2024

The following was originally published by Engie Resources in their 2024 Business Energy Census Report

Aerial view of solar panels arranged diagonally across a green field.

In an era marked by an increasing focus on sustainability, customers demonstrate a growing willingness to invest in green energy. Survey participants report a significant uptick in the number of customers ready to pay a premium for renewable energy sources, underpinned by heightened demand and the escalated prices. The trend is striking, with 82% of customers in 2024 affirming their willingness to pay at least some premium for green energy, up from 72% in 2023. Additionally, the

willingness to accept no premium for green energy at all has dropped from 28% to 18% between 2023 and 2024, illustrating a decline in price sensitivity when it comes to sustainable energy options.


Geography plays a significant role in the concept of green premiums, showcasing varying levels of commitment to renewable energy. In Texas, traditionally known for its oil industry, there’s a notable trend toward accepting a slight premium for green energy, reflecting the state’s heavy investment in wind and the expanding solar sector. In the PJM region, there’s a significant willingness to embrace moderate premiums, while the New York/New England corridor consistently prefers smaller premiums.


"We are not surprised to see that there is an increasing willingness to pay a premium for clean, green power. In fact, it’s driving our core strategy. ENGIE is positioned to address a dramatic shift to planet-friendly power with a focus that few can match. Our goal as a retail supplier is to reach 30 TWh of renewable energy delivered in 2030. We are taking solutions to markets that are not yet open to competition. Our recent acquisition of a leading company specializing in battery storage, Broad Reach Power, was one of the largest M&A activities of 2023 to enable retail customer participation in the journey to net zero."


-Taymur Bunkheila, Director, Energy Solutions and Energy+, Engie Resources


KEY TAKEAWAYS

• Sixty-two percent of customers are willing to pay a small premium versus 56% in 2023.

• Those willing to pay a moderate premium are holding steady at 18%.

• Eighteen percent are not willing to pay any premium at all, down from 28% in 2023.


IMPLICATIONS

• Energy providers can differentiate themselves in the market by offering competitive green energy options at varied premium levels.

• Policymakers may be encouraged to continue or increase incentives for renewable energy adoptions.

• Energy companies can adjust their strategic positioning and cater to the growing segment of consumers who value sustainability and are willing to pay for it.


OPPORTUNITIES

• There’s a growing market for renewable energy products that can command a premium, offering an opportunity for providers to expand their offerings.

• Financial institutions and energy providers can collaborate to create innovative financing models that make paying a premium more attractive.



By Russell Lacey August 31, 2026
Every golfer has a round they remember. It might be a personal best, a long putt that somehow found the cup, or a perfect drive down the middle of the fairway. For me, the most meaningful round has less to do with my score and more to do with the people gathered around the first tee. That round is the Purple Tee Classic. On Thursday, September 17, 2026 , Metro Bethesda Rotary will host the 20th Annual Purple Tee Classic at Whiskey Creek , with a 10:00 a.m. shotgun start. This will be my third year leading the tournament, and my final year in that leadership role. That makes this year especially meaningful to me. More Than a Golf Tournament The Purple Tee Classic is a day of golf, but it is really about much more than a day on the course. It brings together business owners, community members, Rotarians, friends, families, veterans, and first responders around a shared purpose. The fundraiser supports veterans and first responders, people who have served, protected, and supported our communities in ways most of us will never fully understand. Golf gives us the setting. Service gives the day its meaning. That is what I value most about Rotary. The organization creates opportunities for people to put relationships, resources, and time to work for something larger than themselves. The Rotary principle of “Service Above Self” is not just a phrase. It is something we are asked to live out by showing up, contributing, and following through. The Purple Tee Classic is one of the clearest examples of that principle in action. Why This Final Year Matters Leading a tournament like this takes more than setting a tee time and asking people to come out and play. It takes planning, coordination, communication, fundraising, and a team willing to handle the many details most participants will never see. That is one of the biggest things I want to say clearly this year: this event is absolutely a team effort. The Metro Bethesda Rotary members involved in this committee do a tremendous amount behind the scenes. They help plan, coordinate, communicate, recruit sponsors and players, and keep things moving in all the ways that make an event like this possible. A lot of that work is not flashy. It is steady, thoughtful, behind-the-scenes effort that helps turn a good idea into a real event that serves real people. I have been fortunate to work alongside fellow Rotary members who care deeply about Rotary’s mission and the causes the tournament supports. I am genuinely grateful for their time, commitment, and willingness to do the work that needs to get done. Events like this do not come together because of one person. They come together because a group of committed people keeps showing up and doing their part. It also takes the support of a broader community. Over the past three years, I have seen how a simple invitation, to play a round of golf or contribute an auction item, can become part of a much larger effort. As I prepare for my final year leading the Purple Tee, I am thinking less about the fact that my leadership role is ending and more about what I hope continues. I hope the tournament continues to bring people together. I hope new sponsors and players discover the value of supporting a community event with a clear purpose. And I hope every participant leaves Whiskey Creek remembering that the best part of the day was never just the golf. It was the difference we helped make by showing up. How You Can Help There are several ways to support this milestone event: Become a tournament sponsor. Help strengthen the event while putting your organization in front of an engaged local community. Register a foursome . Bring colleagues, friends, clients, or family members for a meaningful day on the course. Sponsor a veteran or first responder. Help someone enjoy a round of golf and participate in the Purple Tee experience. Donate an item or experience. Raffle and auction contributions add energy to the day and help expand the event’s fundraising potential. Every form of participation matters. Not everyone can sponsor at the same level, and not everyone plays golf. But everyone can consider whether they, or someone they know, might be able to help.  Key Takeaways The 20th Annual Purple Tee Classic will take place at Whiskey Creek on September 17, 2026. This is my third year leading the tournament and my final year in that leadership role. The fundraiser supports veterans and first responders. Sponsors, foursomes, individual player support, and donated auction or raffle items are all important. Rotary has given me the opportunity to serve with people who care about their community and are willing to turn good intentions into action. I am grateful for that opportunity, grateful for the people I get to work alongside, and determined to make this final year leading the Purple Tee Classic a memorable one. If you would like to support the event, please visit purpletee.fundraiser.bid . You can also message me directly if you are interested or know someone who may want to help. One last round in this leadership role. One more opportunity to bring people together. And one more chance to support the veterans and first responders who deserve our gratitude.
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