The Greatest Generation : a new retail store model for delivering energy efficiency in Massachusetts

Abstract

The mitigation of greenhouse gases (GHG) and reduced energy consumption in the United States has proven to be a great challenge in the face of climate change. While technological innovation and renewable energy continue to evolve and scale to meet growing energy demands, energy efficiency has been identified as a key resource for achieving climate objectives in a cost-effective and timely manner. Within Massachusetts, much work has been done by regulators, utilities, community groups, businesses, and individuals to enable energy efficiency at various scales and through various frameworks. Yet, for many within the state and across the country, the ability to access efficiency gains has been limited by identified market barriers, program structures, knowledge gaps, supply-chain complexity, perceived benefit and even general apathy towards energy efficiency. As available program resources become more limited and the economy retracts, the need for innovative and sustainable program models has created a moment of opportunity to reconsider the way in which utilities deliver energy efficiency. Based on previous program evaluations, interviews, new case studies, and market information, what follows is an investigation into a proposed retail store model for energy efficiency products and services. This thesis is an investigation into the elements of retail store that could make the model viable in Massachusetts, the benefits and costs of such a model, and a review of how energy efficiency and retail stores work to encourage consumers to purchase efficiency. A proposed retail store, "The Greatest Generation", addresses many of the market transformation barriers for energy efficiency while providing a consumer-focused platform that is scalable, cost-effective for utilities, and more able to penetrate the market for energy efficiency. The development of a pilot utility-funded retail store using a third-party private operator is a viable option within Massachusetts to address climate change.