How are real consumers approaching and thinking about the energy transition?

Growing adoption of new energy technologies and solutions means we are all omnisumers — participants within a dynamic energy ecosystem across a multitude of places, solutions and providers — but in different ways that spans “will, want to and won’t." 

We help energy companies understand consumer expectations and transform their customer experience to meet those needs by putting people first.

Select a tile to explore the five ecoEnergy personas identified in our research.

Learn more about the five ecoEnergy profiles

Actively engaged in new energy options and advocates for sustainability
  • 55% own their homes.
  • 69% are willing to pay more for sustainable solutions.
  • Higher proportion of millennials and Gen Z.
  • First movers, willing to take risks and try new solutions.
Engagement approach
  • Cultivate as advocates and align with values.
  • Help them be at the leading edge with regular innovations.
Conscious of energy usage and aware of sustainable options
  • 51% own their homes.
  • 53% are willing to pay more for sustainable solutions.
  • Higher proportion of millennials and Gen X.
  • Optimistic about the energy transition.
Engagement approach
  • Reward and amplify positive engagement.
  • Create exclusivity and visible outcomes to build prestige.
Not interested and just want easy energy solutions
  • 31% are renters.
  • Higher proportion of boomers and Gen X.
  • Don’t know or care about sustainable actions and investments.
Engagement approach
  • Use the crowd and social pressures to influence.
  • Make it easy to take action.
Skeptical of sustainability and energy providers
  • Only 10% are willing to pay more for sustainable solutions.
  • Higher proportion of boomers and Gen X.
  • High interest in home solar and battery storage.
Engagement approach
  • Tap into tradition aligning with a trusted brand or group.
  • Offer hands-on experiences to prove a solution’s worth.
Dependent on energy providers for support and information
  • 80% are doing everything they can to be sustainable.
  • Say they need solutions better suited to their situation.
  • Trust government and energy provider for support.
Engagement approach
  • Focus on messaging and solutions that reduce costs.
  • Engage through community groups and local support systems.

Explore your role in the energy transition

Our research points to five consumer profiles, each displaying its own relationship with energy. Discover your ecoEnergy profile.

  • Together, Novices and Bystanders make up over one-third of consumers and are the “frozen middle,” resisting change due to a mix of indifference, skepticism and inertia. Activating these consumers requires companies to rethink traditional approaches around targeting early movers. More sophisticated engagement strategies and targeted value propositions (beyond sustainability) can appeal to the full spectrum of omnisumers.

    Consumer respondents by profile

    Related insights

    Trends and implications of the evolving energy consumer

    Live from CS Week, uplight, utility executives and EY professionals will discuss energy enablement and the energy experience of the future. Tune in.

    30 Apr 2024 | 17:00 your local time

    Declining consumer confidence in the US energy system highlights need for action – EY research

    The EY Energy Consumer Confidence Index (ECCI) reveals an 8-point plunge in consumer confidence toward the US energy system, tumbling from 64.8 in 2022 down to 56.9 today.

    14 Feb 2024 EY Americas

    Three ways to move energy consumers from interest to action

    Consumers are more interested than ever in clean energy options but 70% say they won’t spend more of their time or money to take action. Read more.

    08 Feb 2024 Greg Guthridge

    Case studies

    Powering a customer-centric approach

    When your customers no longer need you, will they still want you?

    • Redefine consumer and employee engagement
    • Deploy scalable technologies
    • Drive digitization & innovation
    • New product development
    Woman using mobile phone while waiting for electric car to charge

    Energy efficiency requires human connection

    What if you could power your future by empowering people?

    • Humans at the center
    • Innovation at scale
    • Technology transformation at speed
    • Customer and employee experience transformation

    Related articles

    5 ways CMOs can create an agile operating model for sustainable growth

    Explore 5 ways CMOs can create an intelligent, nimble operating model for sustainable growth.

    24 Jan 2024 Sylvain Maquet + 2

    2024 utilities sector outlook brings three key opportunities

    The 2024 utility sector outlook requires strategic investment, digital leadership, embracing renewables, and prioritizing customers and employees. Read more.

    08 Jan 2024 Trey Thornton

    Accelerating customer loyalty: leveraging trust, technology and data

    Learn how companies can gain customer loyalty and trust through data insights.

    30 Nov 2023 Patricia Camden + 1

    Three steps to boost employee retention in the power and utilities industry

    Three steps to help the power and utilities industry boost employee attraction and retention.

    13 Jun 2023 Tom Taliaferro

    When energy hits home, will providers be left out in the cold?

    In this webcast, Live from CS Week, a panel from Kraken, part of Octopus Energy Group, and EY professionals will discuss insights from the conference and reinvention of the energy experience.

    03 May 2023 | 17:00 your local time

    How employee experience insights can help utilities serve customers

    Placing employee experiences insights at the center of a utility’s transformation can improve the customer experience, too. Find out how.

    17 Apr 2023 EY Americas

      The team

      Greg Guthridge

      Greg Guthridge
      EY Global Energy & Resources Customer Experience Transformation Leader

      Richard Charles

      Richard Charles
      EY Americas Power & Utilities Customer Experience Transformation Leader

      Contact us