Electric utilities are pivotal players in the pace and success of our economy-wide decarbonization. They procure energy and determine the extent to which it is renewable, and they influence customer consumption through their marketing and incentive programs.

Robust incentive programs for utility customers can work to raise awareness and confidence in strategic electrification measures (e.g., heat pumps, induction stoves, electric yard equipment), to make measures more financially accessible, and to send market signals that help customers prioritize
different measures.

Gone are the days of focusing strictly on energy conservation—today’s utility programs need to strike a dynamic balance between incentivizing efficiency and fuel switching such that our building stock and vehicles are ready for a fossil-fuel-free future.