Abstract: A system, method and computer program product for providing demand response in a power grid is provided. In one embodiment, the computer system may include a first module configured to store user profile data for a plurality of users in memory and wherein user profile data includes load shed participation data for at least some of the plurality of users, information identifying one or more load control devices associated with each of the plurality of users, and location data of a premises associated with the user. The system may include a second module configured to select a multitude of the users based, at least in part, on the load shed participation data of the profile data, a third module configured to transmit a first control message to a load control device of the selected users, wherein the control message comprises a request to reduce a load.