Great question.
There are a myriad of answers to that. The first is having examples to look to and seeing success—and not in a report of a company in some other country, but a peer. It's seeing other peers take a leadership role, which relates back to the question about municipalities. An excellent example of that is where a municipality can be the first to lead and a business can learn from a municipality, so the first one is providing examples.
The second is the connections and networks. In Ontario, for example, there's the save ON energy program, which has some similarities, I understand, with Nova Scotia.... Many businesses might not be aware or could be overwhelmed by the bureaucracy that they perceive to be in place. To host a technical workshop where their conservation demand management person is at the front of the room, who can then walk them through it afterwards, is another removal of a barrier.
Then the third is having a friendly coach or guide to make it easier for you to remove any perceived risks.
Those are all the various barriers that a network of support is designed to reduce to uplift those who are already in the front lines, and then bring others alongside.