Axon et al., (2012) argue that maximizing the potential for energy efficiency and demand reduction in tenanted commercial properties requires a "building communities" approach. This paper develops and extends Axon et al.'s proposed framework in two ways. First, by extending its applicability from tenanted to owner-occupied properties. Second, by situating it within the literature related to organizational culture, occupant behaviours, and technology adoption. The paper begins with a brief review of the existing research on people, energy and commercial buildings. This literature tends to address either organizational choices, or occupant behavior, but it rarely crosses the analytical boundaries between these two groups. The paper then explores these different levels of analysis within a 3Cs - "concern, capacity, and conditions" - framework, which was developed to describe and distinguish organizational responses to an energy crisis. The combination of the "building communities" and 3Cs frames reveals gaps and grey areas between organizational 'culture, occupant behaviour, and technology adoption where further conservation opportunities may lie. These understudied areas suggest that there may be "social potential" for change that is between and beyond the frames used by previous research in the field. (C) 2013 Elsevier Ltd. All rights reserved.