The Government is putting in place policies aimed at driving down energy bills for consumers, reducing input costs for industry, cutting carbon emissions and contributing to a more competitive economy. Electricity demand reduction (EDR) measures are a crucial part of delivering potential. Already developed policies include the flagship Green Deal and new domestic Energy Company Obligation. These, together with the deployment of smart meters, are expected to reduce electricity consumption by nearly 6.5TWh by 2030. In addition, the Green Investment Bank will support access to finance and, in time, audits required under the new EU energy efficiency directive will further reduce demand. However, the Department believes that above and beyond existing policies, it should be possible to reduce demand even further. If a 10% electricity demand reduction could be achieved, this could result in electricity system costs savings in the region of £4 billion in 2030. This consultation opens up a range of options to unlock the energy savings that are currently embedded in the system and seeks views on a number of market-wide financial incentives. Publishing simultaneously to the consultation are a consultation summary document (Cm. 8492, ISBN 9780101849227); Electricity market reform policy overview (Cm. 8498, ISBN 9780101849821); Energy security strategy (Cm 8466, ISBN 9780101846622); Annual energy statement 2012 (Cm. 8456, ISBN 9780101845625); and Statutory security of supply report (HC 688, session 2012-13 ISBN 9780102980691)