Market transformation

What it is

Market transformation is a process whereby government, industry, energy efficiency advocates, academics and others intervene in a market in order to change it in a lasting way.

In terms of energy efficiency, market transformation involves:

• removing barriers that keep Canadians from choosing energy-efficient products, such as availability of products; and
• enhancing opportunities to support energy-efficient choices, such as providing price rebates.

The goal is to speed up the evolution of the market so energy-efficient products become the typical choice of Canadians sooner and we enjoy the benefits sooner.

How it works

The ENERGY STAR^® symbol is one tool used in market transformation. It removes barriers by making it easier for consumers to identify and choose products that use less energy than standard models.

Market transformation is driven by a virtuous cycle of activities:

• Regulations set mandatory minimum energy performance standards for a product.
• ENERGY STAR specifications set voluntary high efficiency standards.
• Manufacturers and retailers provide a range of product models; utilities (for example) provide incentives; labelling and consumer information raises awareness.
• A critical mass of consumers chooses ENERGY STAR qualified models.
• Both Regulations and ENERGY STAR specifications are made more stringent.
• The market for energy-using products has shifted toward more energy-efficient.

The ENERGY STAR name and symbol are administered and promoted in Canada by Natural Resources Canada and are registered in Canada by the United States Environmental Protection Agency.