February 27, 2002—Leading experts on U.S. green energy development expressed confidence that, with improved marketing techniques, a dramatic growth in participation in U.S. green energy programs is likely to occur over the next several years, resulting in penetration levels viewed highly improbable just one year ago. The remarks were made at The Growing Green Power Demand Conference, the first green power conference devoted to the tools, tactics and metrics of selling green power sponsored by XENERGY, an energy consulting firm, in cooperation with the Center for Resource Solutions.
Green energy programs, which typically involve customers paying a premium to cover the incremental cost of the additional renewable resources, have shown steady growth over the last 5 years, with programs now in existence in 31 states. However, some believed that the demand for such services had begun to level off, with participation rates of most programs in the range of 1 to 5 percent.
“Surveys consistently reveal customer preference for green power,” said Blair Swezey, Principal Policy Director at the National Renewable Energy Laboratory. “There are important marketing lessons to be gleaned from these utilities that are having the most success with their green power programs.”
