As renewed attention has been given by policy makers to energy conserv
ation issues, it has frequently been asserted that an energy-efficienc
y gap exists between actual and optimal energy use. The critical quest
ion is how to define the optimal level of energy efficiency. This pape
r seeks to disentangle some confusing strands of argument that are fre
quently brought to bear on this question, by identifying the major con
ceptual issues that determine the set of feasible answers. We identify
five separate and distinct notions of optimality: the economists' eco
nomic potential, the technologists' economic potential, hypothetical p
otential, the narrow social optimum and the true social optimum. Each
of these has associated with it a corresponding definition of the ener
gy-efficiency gap. Our analysis demonstrates that necessary preconditi
ons for identifying the right measure of the energy-efficiency gap inc
lude understanding and disentangling market failure and non-market fai
lure explanations for the gradual diffusion of energy-efficient techno
logies.