Disclosed herein is a power management apparatus including: a power-demand forecasting section configured to forecast a power demand made by an electric-power demander at a future time; a power measurement section configured to acquire a power consumption of the electric-power demander for the time; a demand control section configured to determine a demand for urging the electric-power demander to adjust the amount of electric power consumed by the electric-power demander on the basis of the power demand forecasted by the power-demand forecasting section and the power consumption acquired by the power measurement section; and a demand issuance section configured to issue the demand determined by the demand control section to the electric-power demander.