As of the end of 2008, American power consumption is expected to be at half of what it was in 1970. But the organization quoting that number, the American Council for an Energy-Efficient Economy, says that it may be one of the most invisible energy success stories — the influence of energy efficiency on the economy is practically unknown.

That invisible nature of energy efficiency is taking on a worrying angle: as cleantech and green investment opportunities get more attention, the energy efficiency industry may miss out on investments, which are crucial to continue the growth of that already dropping amount of power needed.

The American Council for an Energy-Efficient Economy has just released a report titled “The Size of the U.S. Energy Efficient Market: Generating a More Complete Picture.” Among the conclusions that the report draws is the point that, if the right investments were made, the U.S. could “cost-effectively reduce energy consumption by an additional 25 to 30 percent or more over the course of the next 20 to 25 years.” By 2030, investments could pay off to the tune of $400 billion, the estimated increase in the annual energy efficiency market, according to the council, bringing the market up to a total of $700 billion.

Furthermore, the energy efficiency industry is solid: it currently supports over 1 million jobs in the U.S. alone. And, since 1970, increasing the efficiency of existing energy has supplied three-fourths of the growing need for power; establishing new conventional power suppliers has provided only one-fourth.

But in order to avoid missing the opportunities available in as businesses seek out further methods to reduce their energy used, companies specializing in energy efficiency will need investments. In the long run, investments may pay off with greatly reduced energy needs. As the report concludes, "…our nation is not aware of the role that energy efficiency has played in satisfying our growing energy-service demands…the contributions of efficiency often go unrecognized. The contributions of energy efficiency often remain invisible... In short, the evidence suggests that efficiency can make an even larger contribution towards stabilizing energy prices and reducing greenhouse gas emissions – should we choose to fully develop it."

The American Council for an Energy-Efficient Economy has made the report available as a free PDF on their website. Other resources the Council offers include technical reports and consumer guides. The organization has also contributed to past energy legislation and has helped update efficiency standards.