There is growing awareness that energy efficiency is both profitable and environmentally beneficial. In this year`s Development Plan, Hydro-Quebec is proposing an Energy Efficiency Project made up of marketing programs designed for all markets throughout the final decade of the 20th century. This Project will have two aspects: energy efficiency and consumption management. Hydro-Quebec aims to reach an energy-efficiency level of 12.9 terawatt hours per year by 1999, fully 55% of its 23-terawatt hour potential. Over the next 10 years the utility intends to spend $1.8 billion for this purpose. Cumulative anticipated energy savings should be in the vicinity of 70 terawatt hours for the coming decade, and more than 130 terawatt hours for the first decade of the next century. Of the overall goal of 12.9 terawatt hours for Horizon 1999, energy savings of 9.0 terawatt hours should be the direct result of this year`s proposed marketing programs, and will account for the bulk of anticipated investments. The remaining 3.9 terawatt hours will be gained as customers acquire better electrical appliance and accessory (household appliances, home insulation) buying habits.