What Have We Learned from Early Market Transformation Efforts?

Margaret Suozzo

Abstract

Recently utilities and government have begun to alter the way they approach energy conservation and efficiency objectives--from audits and rebates to strategic market interventions designed to effect sustainable shifts toward more efficient products and services. A number of these "market transformation" activities are now far enough along that it is possible to examine both the shifts that have occurred in the market and the role of these activities in fostering those market changes. This paper reviews eleven efforts currently underway and provides qualitative and, where possible, quantitative information on their progress in effecting market transformation. Although it is difficult to attribute particular market shifts to specific policies or programs, it appears that many of the market transformation approaches examined in this paper are having a positive market impact, as evidenced by increased sales of high-efficiency products and changes in manufacturer, dealer, and consumer behavior.

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34 pp., 1996, $13.00, E964