Although public and private dialogue has increased, it needs to be further expanded and systematised to establish a new market. Rather than being seen as an obstacle, the current financial crisis should be seen as an opportunity for a paradigm shift: moving away from considering energy efficiency as a liability, and instead starting to view it as a hedging insurance tool that could be used against price volatility of petrol, for instance. Such a paradigm shift could lead to the emergence of an unprecedented reassurance market. As such the study makes four key conclusions, discussed below.