How much of it will be consumer-driven? In terms of the average consumer, who is the homeowner, we estimate that probably about 20% to 30% of homeowners are interested in having better homes. There are more products and technologies available now to green your home, from flooring to all kinds of furnaces and so on. But that's new construction. We talk about the retrofit of existing homes because they are the bulk of the 12 million homes that already exist. How can you improve the performance there? It's quite different; our energy prices are very low, so there are not favourable paybacks for homeowners. There is investment required to actually reduce the energy use. In Canada, because of climate mainly, in heating and cooling loads we do rank fairly high globally in terms of energy use in buildings.
I think the consumer-driven approach will be limited just because of the low energy prices; it will be until they go up. The driving comes actually from the commercial sector right now. It's the developers, it's the landlords who want to make a bigger investment in buildings. They want to have access to better and better technologies that are homegrown and where they don't necessarily have to deal with technology and products that come from China and Europe. If there's a big issue, they can be better serviced and they also get the results they're looking for.
You're talking about very low-energy buildings. For very advanced buildings, where investments are at half a billion dollars per building, they want to be very high-end. The strive is to be net zero, to be net positive, across the commercial office sector right now.