The Imperative for Change
Today’s growing energy consumption puts a huge strain on the power grid. To address the stress, we helped the Ontario Energy Board shift from the inside, launching time-of-use pricing, which charges lower rates during off-peak hours as an incentive for customers to spread out their energy usage.
While the new pricing structure successfully reduced costs, people were still reluctant to change their longtime habits. So we set out to reach them in micro-moments, with the goal of small changes adding up to a four to six percent reduction in peak energy usage.