Can a Standard Offer program achieve market transformation?
The California Coalition for Energy Efficiency supports the continuation of statewide marketing efforts and of selected information and market transformation programs. The Texas EE program also allows for a certain amount of funding for RFP-based market transformation programs outside of the Standard Offer program. However, the Standard Offer has been shown to work even better than RFPs to increase acceptance of high-efficiency measures. The key is that the Standard Offer procedure is intrinsically ideal for most market transformation efforts. A new or innovative Widget normally has years’ worth of trouble getting known and accepted even to the level of securing support for a separate or pilot market transformation effort. But with the Standard Offer, assuming the Widget is cost-effective, any Widget developer or advocate can implement a Widget program and receive incentives based upon the savings delivered. This will greatly accelerate the development and commercialization of new meas
