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.