"When demand on the electricity grid is high, additional power plants may need to be switched on to meet the demand. Firing up a power plant is expensive for the utility. And, the backup plants tend to be older and more polluting. So, to even out demand on the grid, many utilities across the U.S. offer dynamic pricing plans. That means they charge less for electricity at off-peak times. Some utilities even alert customers by text or e-mail when demand is expected to be high. This encourages people to shift some of their energy use – for example, running the dishwasher or dryer overnight instead of in the evening. Gulezian: “You don’t need to change your life dramatically. It’s small changes.”"