Our Work

Market transformation (MT) is a proven strategic process of intervening in a market to create lasting change. 

Market transformation (MT) is a proven strategic process of intervening in a market to create lasting change.  In the context of CalMTA’s work, these changes work to deliver cost-effective energy efficiency and support California’s other goals on greenhouse-gas (GHG) reduction, workforce development, and equity.

An illustration of the market adoption bell curve showing the narrow end of innovators (2.5% of consumers), the 13.5% of early adopters, the central rising point of early majority and late majority (34% each) and then the laggards at 16% of the market share.The purpose of market transformation programs is to accelerate diffusion — or market share — of the desired energy-efficient technology or practice.  Diffusion is the process by which market adoption spreads over time across consumer groups of innovators and early adopters to a tipping point of acceptance (see graph above).

By reducing barriers to the adoption of specific energy-efficient technologies or practices and capitalizing on market opportunities, a market transformation approach can yield measurable benefits that remain long after active market interventions have ended.

 

© 2023 CalMTA. All rights reserved.
Powered by Archie