Everybody seems to be in love with renewable energy and efficiency. So why is there such a gap between attitude and action? Smart Power has developed an extensive campaign, based on solid research, to move renewables markets in the Northeast. Xcel Energy has worked hard to learn about its customers' awareness, perceptions, and preferences about the environment. This has informed the utility's Environmental Stewardship initiatives, which include Xcel's overarching brand messaging and communications as well as its portfolio of renewable and efficiency programs.