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Market Transformation Most early conservation programs attempted to influence consumer choice, for example, by offering a rebate energy efficient decisions. Market transformation attempts to influence manufacturers and distributors to stock shelves containing only energy-efficient equipment. This approach is a cheaper and more direct way of changing consumer behavior. In this region, the Northwest Energy Efficiency Alliance is leading the way in market transformation. The Alliance was founded in 1996 by BPA, the region's investor-owned utilities, and others to bring affordable energy-efficient products and services to the marketplace. BPA provides much of the Alliance's funding -- up to $15 million a year. Some of the Alliance's major efforts include Energy Star programs that promote the use of compact fluorescent lights and resource-efficient washing machines. BPA became an Energy Star partner in 1999 and promotes the program among the region's public utilities. Energy Star is a collaborative program headed by the Environmental Protection Agency and the Department of Energy that includes utilities, manufacturers, and distributors. The Energy Star logo identifies a project as energy efficient. The Energy Star goal is to prevent pollution and reduce the use of energy by promoting energy-efficient products. Alliance programs also promote the use of premium efficiency motors, strengthen building codes, demonstrate energy-efficient lighting fixtures, and increase the efficiency of silicon crystal growing facilities. Many programs,including the Lighting Design Laboratory in Seattle and Super Good Cents Manufactured Housing, originated at BPA but were transferred to the Alliance to broaden their financial base and expand their regional scope. For more information, contact Lauren Gage at 503-230-4961.