Energy affordability is in the headlines, but energy wellbeing is the real story, EY research finds

• A majority (55%) of consumers say they currently experience or expect to have trouble paying their energy bill in the next 12 months
• 67% expect energy providers to take the lead in helping to manage and reduce costs, yet 69% feel providers are not doing enough
• 77% are actively looking to reduce energy costs, yet nearly four in five say they have reached the limit of what they can do alone

Rising energy costs are no longer just a budget concern but are increasingly shaping how people live, according to findings from the latest EY global energy consumer research. Based on a global survey of more than 17,200 residential energy consumers across 20 markets, the research shows that affordability pressures, volatility and complexity are undermining consumer confidence and trust in the energy system.

Energy wellbeing, reflecting the integrated experience of how energy makes people think, feel, believe and act – is emerging as a defining issue. It goes beyond satisfaction or price, and ultimately enables personal prosperity, sustainability and happiness. Today, only 27% of consumers say the evolving energy system is improving their wellbeing.

Consumers are engaged, but feel unsupported

The research highlights that consumers are far from disengaged. More than three quarters (77%) say they are more interested in solutions to reduce energy costs than they were a year ago, while 76% are paying closer attention to usage and consumption. Nearly half (48%) are more interested in generating their own electricity at home.

Despite this growing engagement, many consumers feel they have reached their limit. Nearly four in five (79%) say they cannot do any more to manage or reduce their energy costs, highlighting a growing disconnect between consumer motivation and the level of support they receive from providers.

Greg Guthridge, EY Global Industrials and Energy Customer Experience Transformation Leader, says:

“Energy affordability has become a wellbeing issue, not just a pricing one. Consumers are engaged and willing to act, but many feel overwhelmed by rising costs, bill surprises and complexity. People expect energy providers to step up with solutions that restore confidence, predictability and control.”

Trust and control now define the energy experience

Affordability challenges are driven by more than income alone. Bill volatility, surprise charges, household size and confidence about future costs all shape energy affordability. Eighty two percent of consumers say they have been surprised by a high bill in the past year, a major contributor to stress and dissatisfaction.

Digital and AI enabled experiences are emerging as a critical lever to help consumers manage affordability by restoring control, confidence, and predictability. Nearly seven in ten consumers (69%) prefer to engage through digital channels whenever possible, and 61% already use AI enabled tools to support energy related tasks. Consumers are ready for a more intelligent energy experience: 66% are open to allowing AI to monitor their energy usage if it delivers timely alerts, clearer insights, and actionable advice to reduce costs. However, trust is a deal breaker. Consumers say accuracy of information, data privacy, and security are non negotiable when using AI enabled energy solutions, making it clear that how providers apply digital and AI innovation will define confidence and wellbeing in the energy system.

Stephanie Cutter, EY Global and Americas Power & Utilities Leader, says:

“The power and utilities sector is at a critical moment. Innovations that leverage digital and AI to deliver an easier, more transparent, and more affordable energy experience will be essential to advancing consumer wellbeing. AI needs to be part of the solution, not seen as part of the problem.”

A critical moment for energy providers

The report highlights three clear actions for energy providers:

• Redesign the energy experience around energy wellbeing, moving beyond short term cost relief to deliver value, predictability, trust and control.
• Simplify operations and scale digital and AI solutions that provide personalized, proactive support while keeping consumers in control.
• Rebuild trust to protect social license, as providers that fail to adapt risk rising frustration, declining confidence and long term disengagement.

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