Utilities are on track to meet aggressive energy efficiency (EE) goals (Sciortino et al., 2011) but their work is about to get harder. Shocks to the efficiency landscape, including the phase-out of CFL programs and falling generation costs, mean that fewer programs can deliver scalable, cost-effective energy savings. Utilities are turning to Behavioral Energy Efficiency programs to bolster their EE portfolios. Using behavioral psychology, these programs have been proven to motivate customers to make smarter decisions and save energy. As utilities scale up behavioral programs, potential studies provide a helpful barometer for achievable savings. So far, only a few studies assess the impact of behavioral programs. We calculate the industry’s first, state-by-state assessment of the achievable potential of behavioral efficiency programs. Based on results from 218 large-scale behavioral feedback programs across more than 8 million households and 88 U.S. utilities, we find that utilities and states are currently underinvesting in behavioral savings. Behavioral programs are cost-effective for 79 million households, or 61% of the US population. Deployment of behavioral programs, at their full economic potential, could generate 19,000 GWh in annual electricity savings and $2.2 billion in end-consumer savings per year.
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