The ACEEE report, The Size of the U.S. Energy Efficiency Market: Generating a More Complete Picture, further suggests the US can cost-effectively reduce energy consumption by an additional 25% to 30% or more in the next 20 to 25 years. The report was prepared with support from the Civil Society Institute along with the Kendall Foundation and the North American Insulation Manufacturers Association.

Describing the contributions of efficiency as "often unnoticed" and "invisible," the report notes that the "nation is not aware of the role that energy efficiency has played in satisfying our growing energy-service demands." Since 1970, energy efficiency has met about three-fourths of the demand for new energy-related services while conventional energy supply has covered only one-fourth of this demand.

It adds, "Efficiency can make an even larger contribution towards stabilizing energy prices and reducing greenhouse gas emissions--should we choose to fully develop it." Total investments in more energy efficiency technologies could increase the annual energy efficiency market by nearly $400 billion by 2030, resulting in an annual efficiency market of more than $700 billion and total additional investments from now until 2030 of nearly $7 trillion.