WCEC Market Transformation Research Program Director Sarah Outcault recently presented at the ACEEE Energy Efficiency as a Resource 2025 Conference in Denver. Her talk, “Flex Appeal: Communication Strategies in Automated Load Flexibility Programs,” examined how communication approaches can support participation in load flexibility initiatives
Outcault’s team collected outreach materials from existing programs—including flyers, websites, and program information—to analyze how load flexibility is being presented. The research examined differences in messaging, definitions, and visuals, and considered how well communications were tailored for different audiences and modes. The outreach materials were then evaluated for effectiveness using established communication metrics. The findings identified both strong practices and areas for improvement that could help increase consumer participation.