Energy saving is an important option for preventing emission of greenhouse gases. Furthermore, when energy saving is reducing the spatial and temporal density of energy consumption, it supports a rising market share of renewable energy sources. Last but not the least, energy saving plays a role in reducing the vulnerability for import dependency and supply disruptions. Despite these virtues energy saving and energy efficiency, being typically demand side options, appear to be harder to 'sell' than the other options which focus on the supply side. The currently prevailing market-based approach in energy policy initially brought setbacks for energy saving. The introductory article and the selected contributions to this special issue intend to show that markets can and should be shaped to the benefit of the uptake and of the potential of energy saving. To this end, all elements of the energy efficiency delivery context should be addressed in energy-saving policies. Learning, measurement and observation are important tools in this reshaping process. All contributions are based on papers of the European Council for an Energy Efficient Economy 2003 Summer Study. (c) 2004 Published by Elsevier Ltd.