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Green Power
Market size
Most U.S. green pricing programs have signed up 1 percent or less of their customers – but doesn't indicate the potential for these programs. A number of programs are in the 3 to 7 percent range, and recent market research by E SOURCE suggests that 6 percent is a reasonable and reachable goal for a well-marketed program:
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We believe that 6 percent of U.S. households will participate in a green energy program within three years if green energy is effectively marketed. We believe this level of residential market penetration can be achieved within three years through a strategy centered on repeated direct mail campaigns, e-mail campaigns, or both targeted at the most likely green energy buyers. But direct mail to the best clusters, although crucial, is not enough; we recommend a multifaceted strategy that creates a buzz about green energy among larger segments of the population that are somewhat likely to participate, while adding marketing message touch points for the main target clusters. Such an approach includes, for example, consistent advertising and maximizing earned media or free press exposure.
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Most green pricing programs have targeted residential customers. A smaller number have targeted commercial and industrial customers, with mixed results. In general, the commercial and industrial market is a harder sell, but certain types of ustomers (such as backpacking gear retailers, organic food manufacturers, and corporations rated highly by "socially responsible'"mutual funds) are good prospects. See commercial and industrial strategy .
One can also look at the potential of green pricing programs in terms of amount of new renewable capacity that it yields, the number of customers that participate, and the premium needed to support new renewables. These alternative views of success are discussed in an NREL report.
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