Demand Response Explained: Lowering Capacity Costs in a Rising Energy Market
Authored by Ryan Smith | Renewable Program Specialist
Rising Electricity Demand & Grid Reliability Challenges
While fuel mixes shift and generation technologies emerge, at the core of the energy industry is the increased demand for power. Humans rely on electricity and that reliance has steadily increased over time. In recent months, however, data centers and electrification have cast a shadow of doubt on the infrastructure of our electric grids. Forecasts suggest that there is more demand for power in the coming years than we currently have available domestically. To reduce stress on the grid, utilities and ISO’s have peak management programs that incentivize end users to reduce their consumption at points of maximum electric usage to ensure there is sufficient power to share across regions.
If there was more electricity being used than generation being distributed, the lights go out across the region. Grid operators observe this risk, and in an effort to maintain reliability, will offer monetary rewards for those who reduce the power they consume in critical moments.
How Demand Response Programs Work
These programs fall under the veil of ‘Demand Response’. There are programs at the ISO (regional) level, as well as the state level. They are performance based, meaning you do not need to pay fees to enroll. Also, that means you are paid for the amount you are able to contribute. So, if you can only shut down certain areas of a facility or turn certain machines down/off, you will still be able to benefit from the program. The more you reduce (“curtail”), the more you are paid.
Cost Savings & Benefits for Businesses and Communities
Those who will benefit the most are those that have high capacity costs. Ultimately, you benefit from a program enrollment incentive as well as a reduction in on-bill peak/capacity charges. Every electric account is charged a rate for every kW that is in use at peak hours (how those peak hours are calculated vary based on the ISO the customer resides under). Thus, a reduction in overall power demand will lower that charge. From 2024 to 2026, PJM’s capacity price increased from $28.92 / MW-day to $269.92 / MW-day. Yes, that is a more than 800% increase. Every kW of demand that you can reduce against that rate will save money, while assisting in keeping the region’s supply and demand manageable.
For business owners, schools, towns, etc., Demand Response is a box to check to minimize your energy spend and help your community handle the challenges facing our electrical infrastructure. Find out what opportunities are available to you by contacting our renewable program team: Freedom Energy Logistics Contact Page
Meet the Writer

Ryan Smith
Renewable Program Specialist
Freedom Energy Logistics
Ryan Smith is a Renewable Program Specialist at Freedom Energy Logistics, where he focuses on helping clients achieve their sustainability and clean energy goals. With experience in energy advisory and renewable program development, Ryan supports clients with solutions including clean energy plans, battery storage, and carbon-neutral strategies. His economics background and strong client-focused approach ensure that clients receive tailored energy solutions aligned with their environmental and financial objectives.







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