For electrification to reach its full potential, utility customers need to install electric vehicles, heat pumps, induction ranges, and other electrified equipment. In the past, when utilities have sought to influence consumer choices, they have launched “programs” to promote specific technologies.
These programs have featured products from light bulbs, to energy audits, to load-curtailment rebates. They have increased the energy productivity of the economy while saving customers money. It might seem logical to use programs to drive customer awareness and adoption of the newest electrified equipment.