As CalMTA works to develop a market transformation portfolio for California, applying an equity lens allows us to identify market-level barriers faced by environmental and social justice (ESJ) communities and informs strategic interventions that will bring energy efficiency benefits to these communities more quickly. CalMTA’s market-level work is strengthened by direct engagement with ESJ community representatives like our newly seated Equity Sounding Board, which was formed in late 2024 and has been supporting market transformation initiative (MTI) development throughout 2025. This input makes our research more impactful, better aligns our activities with equity-focused efficiency programs, and informs development of evaluation metrics to ensure that MTIs are deployed equitably.
Since defining and beginning to apply our equity lens, CalMTA has seen firsthand the value of an integrated approach to MTI development. The Phase II activities conducted in 2025 benefited from our documented internal guidance on equitable research practices, equity-focused logic model development, and equity-oriented intervention strategies. With best practices and human-centered design thinking gleaned from traditional energy efficiency programs and other industries (e.g., healthcare) that have been adapted for a market transformation approach, this guidance equips our MTI teams with probing questions and recommendations they can use to integrate equity into their work – from addressing confirmation biases in interview questions to centering ESJ community needs in supply-side market interventions.
“The open flame resonates with what has been traditional cooking from way, way back…I want us to move toward what’s going to be better for our communities and for the environment, but as we’re discussing this it’s important to keep in mind understanding cultural needs.”
– CalMTA Listening Session Participant
Induction cooking demonstration at Chefuencer event hosted in partnership with the Alliance of Californians for Community Empowerment Action in Richmond, CA
Addressing equity upfront in MTI strategy pilots has yielded important market insight and helped shape a more holistic approach to market transformation. For example:
- The Room Heat Pump Self-Installation Practices Strategy Pilot, inspired in part by CalMTA’s Nov. 2023 listening sessions with ESJ communities, engaged partner organizations to help develop the scope of work and lead all participant recruitment – putting into action the feedback we’ve received about leveraging trusted entities to reach community members.
- After community representatives repeatedly shared skepticism about preparing traditional recipes on electric cooktops, the Chefluencer Event Testing Strategy Pilot focused on events conducted in partnership with local community-based organizations. Culturally diverse chefs prepared a wide range of recipes and connected with audiences in their preferred languages, including Spanish and Tagalog.
- With product availability and accessibility highlighted as a frequent barrier, the Geographic Targeting Using ESRPP Strategy Pilot secured participation agreements with 189 retail locations in ESJ communities as part of work to test interventions that would motivate increased promotion and sales of efficient, affordable products in those areas.
Commercial secondary window replacement at James Madison Elementary School in Madera, CA
“Prioritizing equity in our program design requires developing a unique set of tools and best practices for application to market transformation. This guidance is a starting point for integrating equity considerations into MTI development – recognizing that we will continuously learn and adjust our approach as we support a clean energy future for all Californians.”
– “Applying an Equity Lens in MTI Development,” CalMTA
“I’ve spent 20 years working in disadvantaged communities and small communities and I’ve seen that when you bring community residents alongside with you as you develop the project, they are more likely to buy into it when it’s time to implement.”
– CalMTA Listening Session Participant
More recently, our work with ESJ communities resulted directly in site selection for a Commercial Replacement & Attachment Window Solutions field study. Feedback around this MTI from our June 2024 listening sessions indicated a significant need for the technology at schools in high-pollution areas due to poor thermal comfort and indoor air quality, which helped focus site selection criteria. A listening session participant then facilitated connections with school district staff that ultimately led to the selection of Madison Elementary, which has a pollution burden of 95 in CalEnviroScreen 4.0 and where the overwhelming majority of students are eligible for free or reduced-price meals.
CalMTA’s initial equity integration efforts, which focused on one-on-one outreach and listening sessions, has been enriched by the ongoing collaboration with our eight Equity Sounding Board members. Through formal meetings and small group consultations, this group continues to provide invaluable expertise to shape key 2025 activities and position MTIs to achieve desired future outcomes while mitigating any unintended harm to ESJ communities.
