Light Right Consortium has a multifaceted strategy to develop demand for high-value lighting systems, support the supply of associated services, and address barriers in the market.

DEMAND
Activities designed to increase demand will provide information about the importance and value of lighting, especially in relation to organizational productivity metrics. Communication will include publicity, education, and high-profile success stories. Because the potential market is large, the Light Right Consortium will work closely with existing market transformation programs to leverage funds for maximum impact.

SUPPLY
Ensuring supply is equally important. When demand is increased, the products and services must be available. Many quality lighting products are already available and research results will support sales of those products and continued innovation by manufacturers. Research results will be made available to lighting professionals that deliver design solutions to the marketplace. New information will be provided to educational institutions for inclusion in their lighting curriculum.

MARKET BARRIERS
The market barriers to quality energy-effective lighting can be expressed very simply but are deeply entrenched.

• Decision-makers use first cost as their primary criterion.
  
  
• The current delivery system has a well-established process that is oriented toward standard low cost products. Currently, economic incentives are in precisely the opposite direction of quality lighting.
  
  
• Many of those who are making decisions about lighting are not lighting experts.

At the CORE of these barriers is a lack of convincing data about the actual economic benefits of quality energy effective lighting. As we characterize these benefits, we will target the information to the market actors that are most likely to shift the purchasing dynamic in the market–the owners and tenants.