Despite being considered as the most cost-effective way to effectively reduce greenhouse gas emissions, convincing business, governments and individuals to adopt energy efficiency measures has been challenging.

Energy efficiency and its benefits are often misunderstood.

Energy efficiency is relatively intangible, which restricts a greater understanding of its potential. Companies and individuals usually invest in assets and products that they can see, feel and touch. Governments tend to support programs that generate jobs and create technologies for export. The challenge is to change this way of thinking so that energy efficiency is considered as beneficial process.

Efficiency is also incorrectly associated with sacrifice, but what it really means is that consumers use less energy while preserving their lifestyles or even enhancing them.

A²SE is working to address these challenges and more through a range of activities .