Why does BC Hydro want us to use less power? I live in British Columbia, Canada, and we have a hydro electric company called BC hydro that supplies our power. They run ads encouraging us to use less power. I have been wondering why they would do this as money we spend on power is their profit. What is their incentive for us to use less? From an economic perspective, this doesn't make sense to me. Any explanation for the rationale behind this would be appreciated.
BC Hydro is a a public body: that means it can run for the wider public good, rather than purely as a profit-maximiser.

Pretty much everywhere in the world, electricity markets are dysfunctional. They typically have high negative externalities.

Historically, electricity prices haven't included all the costs of the electricity, which means that electricity has been over-consumed, relative to economically-efficient levels.

Energy-efficiency is, typically, the cheapest (when measured as a whole-system cost) way to provide additional energy services.

Furthermore, there is some evidence that energy-efficiency measures have a lower uptake than would be efficient, due to consumers having insufficient information, and due to them having irrationally high discount rates for future energy-bill savings.

So the ads can help to correct these imbalances.