Electricity demand in Europe is down 5% on 2010 levels, with up to 8% declines in the major markets. U.S. power consumption is stagnant over the same period. Energy demand in developed markets is being driven down for many reasons, chiefly environmental, but the key fact is GDP growth in developed markets is no longer based in energy-intensive industries. Utility CEOs are therefore looking to grow their top line outside of the traditional asset base. In this article, Kirsty Ingham, David Borràs and Matthias von Bechtolsheim from Arthur D. Little, examine how utilities can achieve sustainable growth.