The City of Fort Collins, Colorado increased the number of homes that are energy efficient through the use of community-based social marketing. Strategies to maximize impact included identifying neighborhoods based on data analysis, simplifying the process for completing upgrades, and using trusted messengers for delivery of tailored messages on energy efficiency services.

This paper describes a wide variety of behavior change insights potentially applicable to the energy efficiency program context, provides examples of efficiency programs that have applied these insights, and explores some untapped opportunities to achieve energy savings through behavior change.