2026 SECC: Prioritizing Consumers in a Time-of-Use Transition

SECC’s 2026 Webinar Series

Prioritizing Consumers in a Time-of-Use Transition

Electricity providers across the United States are increasingly introducing time-of-use (TOU) and other time-varying rate plans to better align residential energy consumption with the cost of generation. However, SECC’s surveys have found gaps in consumer understanding and awareness of these rates.

During this 30-minute webinar at 1 p.m. (ET), SECC’s President & CEO Nathan Shannon will lead a conversation with Brian Kurtz, Michele Padilla and Donna Hernandez-Leon of PSEG Long Island on their comprehensive TOU transition that prioritized the voice of the consumer from beginning to end.

We will learn about the customer research that informed the process, the design of different TOU options, the marketing that effectively reached consumers with meaningful messaging, the partnerships with GridX, Questline Digital, ICF and others that enabled the initiative, and the results to date.