IEA DSM Annex VII Market Transformation Verney Ryan, BRE - Operating Agent Market Transformation

Market Transformation refers to … “public policies, programs and actions of limited duration that increase the availability, marketing, sales, and appropriate use of energy-saving equipment or practices by creating a permanent change in market structure or processes.”

Market Transformation Problem or Need? We have plenty of Energy Efficient Technologies available in the marketplace but so far we have not been very successful at selling them. Energy Efficiency is not seen as either particularly desirable or marketable (at least not yet!)

Aims –Kyoto Targets - reduce greenhouse gas emissions –greater energy efficiency Objectives of Market Transformation –Increase the market share of today’s energy- saving products and practices. –Accelerate use of most efficient new technologies reduce use of energy reduce emissions of greenhouse gases Market Transformation

SCOPE Scope: “Innovative marketing of specific products based on market research leading to concrete actions with multinational actors” The Task will cover: –mass marketed products relevant to energy efficiency –probably electric –public and private sector –household and commercial buyers –consumers and supply chains

marketing

Market Transformation Three Main themes of work: Market Transformation integrated Policy and Programme development –developing a co-ordinated international approach to Market Transformation Market Transformation Marketing –developing marketing based actions to deliver Market Transformation Promoting Advanced Products Approach –using procurement, requirements and specifications in a targeted way to deliver Market Transformation. Flexible and Responsive Framework

Information Sharing A Collaborative and Coordinated Policy Approach Innovative Market research Market Transformation Forum Promoting Advanced Products Standby Power Possibilities Annex VII Market Transformation Activities

A Transformed Market Revolutionised approach to marketing energy efficiency. Framework for practical initiatives, research and actions Moving Energy Efficiency up the retailer / consumer agenda. Moving Energy Efficiency up the marketing agenda. Expected Results

cost size colour noise output resale value water use energy efficiency Consumer Choices cost size energy efficiency colour noise output resale value water use I chose this washing machine based on...

Interested Countries PARTICIPATING United Kingdom Denmark Finland Norway Sweden INTERESTED Netherlands Spain U.S.A Korea Australia

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IEA DSM Annex VII Market Transformation