Amory Bloch Lovins is an American writer, physicist, and former chairman/chief scientist of the Rocky Mountain Institute. He has written on energy policy and related areas for four decades, and served on the US National Petroleum Council, an oil industry lobbying group, from 2011 to 2018.
Lovins in 2011
Solar energy technologies, such as solar water heaters, located on or near the buildings which they supply with energy, are a prime example of a soft energy technology.
A "negawatt revolution" would involve the rapid deployment of electricity-saving technologies, such as compact fluorescent lamps.
Negawatt power is investment to reduce electricity consumption rather than investing to increase supply capacity. In this way, investing in negawatts can be considered as an alternative to a new power station and the costs and environmental concerns can be compared.
A "negawatt revolution" would involve the rapid deployment of electricity-saving technologies, such as heat pumps.