Efficiency – the other side of green energy – just isn’t as sexy. You don’t see a lot of celebrities touting efficiency. The few who do (cough cough Ed Begley cough) just aren’t that cool.

People think of efficiency along the lines of reasons other than sustainable living. Take electricity conservation – when asked why they reduce electricity consumption, over 72% of the public named cost reduction as their primary reason, says a new study from the Shelton Group.

Only 26% said they had the environment first on their mind. Another 40% mistakenly believed that generating electricity hurt the ozone layer.

A shame, really – over $1.2 trillion in potential savings can be realized by 2020 if the U.S. invests $520 billion in efficiency improvements, if a new McKinsey survey is to be believed.

The McKinsey report cites a number of “success stories” that could serve as models for other national policies. The list includes federal appliance energy-efficiency standards that have saved Americans an estimated $50 billion over 12 years; California’s incredible efficiency efforts; and heroic local efforts.

One local effort of particular note finances renewable energy and efficiency improvements by raising property taxes, allowing homeowners to avoid skyrocketing up-front costs.

The California plan works this way: the municipality covers the up-front costs. The homeowner then provides reimbursement through taxes.