That was more or less the question I was confronted with at the Eufores webinar The Green Deal and the National Energy and Climate Plans in Italy. More or less, because the original title stated “if energy efficiency makes business sense, why do some invest, and others don’t”, adding thus that energy efficiency makes business sense, so that the fact the some don’t invest appears even more strange. Let’s see if this is true and what can we do to add people the party that choses to act, with benefits both for him/his company and for us all.

In fact energy efficiency is usually considered cost effective, and that’s the reason why many think it should make business sense. Unfortunately that’s not the case. In my opinion, in fact, the main issue with energy efficiency is that it is unattractive. This is a serious issue, because many of our choices are emotional, not rational, and so unattractiveness wins against cost effectiveness. Nevertheless many invest, meaning that it is not all lost, and that there are options to overcome energy efficiency unattractiveness.

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