Shaping tomorrow: How energy companies can drive customer behaviour

The energy transition depends on customers. Consumers hold the power to drive meaningful progress towards a greener future, yet many remain disengaged. So, what’s holding them back?

Awareness, accessibility and affordability lag behind technological innovation. Without addressing these barriers, the full potential of consumer-driven energy solutions remains untapped. At LCP Delta, we believe energy companies must lead the transformation by simplifying choices, building trust and empowering customers to take control of their energy decisions.

Understanding what holds customers back

The energy transition is evolving into a consumer-driven movement. As digitalisation and new technologies become more widespread, consumers are shifting from passive recipients of energy to active participants in the energy market. But if technology empowers them, why do so many remain hesitant?

Research shows that while early adopters eagerly embrace innovation, reaching the mass market is more challenging. Energy companies must identify and overcome barriers preventing mass adoption:

• Awareness: Many consumers are unaware of how their energy choices shape their future. Daily routines and habits make it difficult to shift behaviours and reduce consumption.
• Capability: Not all households have the physical or financial means to adopt new technologies, limiting widespread adoption.
• Uncertainty: Concerns about long-term outcomes and the high upfront costs of new technologies lead to hesitation.
• Motivation: Without clear benefits or incentives, many consumers lack the motivation to engage and better manage their energy use.

Overcoming barriers: The role of energy companies

Energy companies can play a pivotal role in transforming consumer behaviour and mindsets by simplifying the customer journey, meeting evolving needs and inspiring long-term commitment. Within our Research Service Energy Insights, we worked on a framework to help energy companies make this transformation that requires three key actions:

1. Make the future now: Show customers the immediate benefits of their energy decisions they take today. Energy insights apps, for example, can help users monitor consumption, avoid peak pricing and adjust behaviour to save money. Danish retailer, Andel Energi offers hourly electricity price forecasts, enabling users to plan consumption effectively. By providing real-time insights, energy companies can help bridge the gap between present actions and future impact, encouraging greater engagement.
2. Clear the path: Complexity discourages action. One-stop-shop models, like those pioneered by 1Komma5º, bundle technologies and services into easy-to-understand packages. Offering a single point of contact for advice, installation and financing addresses motivation, uncertainty and financial barriers. Flexible "green" payment plans can also spread the costs over time, making new technologies accessible to more households.
3. Lead customers into the future: Clear communication and tailored incentives can build trust and inspire action. Beyond financial perks, customers need relevant guidance to see the value of their energy options. French app, HelloWatt simplifies new energy adoption by offering advice on heat pumps and solar panels. It also tracks energy consumption and helps users identify subsidies available for future upgrades, ensuring a smoother transition to a sustainable future. This approach fosters confidence and long-term commitment.

To drive meaningful behavioural change and accelerate the energy transition, energy companies must act boldly. By empowering customers with knowledge, tools and support, they can transform passive consumers into proactive participants.