A new survey of energy industry experts reveals a surprising consensus on the size of the energy efficiency resource. Overall, energy efficiency is expected to lower electricity consumption by 5% to 15%, and natural gas consumption by 5% to 10%. These results debunk the notion that conservation is a fad. On the contrary, they herald a new beginning for energy efficiency. Ahmad Faruqui and Doug Mitarotonda discuss the history of conservation movements and the new survey at spark.fortnightly.com.