Sponsored by the American Council for an Energy Efficient Economy (ACEEE) and
the Consortium for Energy Efficiency (CEE)
with support from the US EPA/DOE ENERGY STAR® Programs.
ACEEE and CEE brought together policy makers, program planners, implementers and evaluators, as well as manufacturers and trade allies, for the sixth National Symposium on Market Transformation which was held March 25-26, 2002. Since the first market transformation workshop in 1997, the field of market transformation has witnessed considerable change, including the birth of new organizations, numerous new initiatives, and the increased application and availability of energy-efficient products and services. New challenges, including growing concerns about system reliability and the effectiveness of various program approaches, have given rise to new strategies for program design, integration of multiple program objectives, and evaluation methodologies.
The 2002 National Symposium on Market Transformation highlighted successes achieved to date and explored the challenges and approaches to building on these successes. In keeping with the symposium theme, "Energy Efficiency and More," program sessions explored the range of market transformation initiatives and the multiple benefits that market transformation programs provide to businesses, consumers, and policy makers. Key topics included:
- An opening plenary addressing the use of social marketing for energy efficiency. The session covered key social marketing methods and presented successful social marketing campaigns about energy efficiency and other issues.
- Trade allies presented their experiences with market transformation in the second plenary session. Business leaders discussed how their businesses are changing and how the benefits of market transformation goes beyond energy savings.
- Larger breakout sessions addressed future program directions by region; the interaction between market transformation and policy instruments such as codes, standards, and tax credits; the integration of market transformation with short-term reliability responses; and lessons learned from the longest running market transformation programs.
- Finally, smaller working sessions allowed participants to discuss a number of important and timely topics. Sessions covered a host of market transformation programs, energy-efficient products and practices, issues in program evaluation, and much more. A special breakout session introduced market transformation to those new to the field.