Development of the human potential in Russian and foreign countries

The article deals with a promising approach to solving the problem of investment in the regional electric power industry — the application of demand-side management, the essence of which lies in proactive interaction of energy companies with customers, based on the balance of economic interests. The features of the concept and its tools are revealed, positive results of its implementation for energy market players and the region are shown, and examples of demand-side management programs are given. Institutional and mental barriers to effective implementation of demand-side management tools in power generation are analyzed. The article also proposes algorithms for implementing demand-side management programs in the region, and a mix of motivational activities that combines methods of administrative enforcement and economic stimulus for energy companies and consumers of energy and power, as well as guidelines on project funding and effectiveness evaluation.