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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.
Learn more about the five ecoEnergy profiles
- EcoEnergy Champions
- EcoEnergy Enthusiasts
- EcoEnergy Novices
- EcoEnergy Bystanders
- EcoEnergy Allies
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.
EcoEnergy Champions are already engaged, feel personally responsible for the energy transition, and have already adopted a range of energy programs, products and services.
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.
Energy Enthusiasts are receptive and highly engaged, have made significant changes to their lifestyles to be more sustainable, and are twice as likely to pay a premium for green products and services.
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.
EcoEnergy Novices are resistant, if only because they are largely energy-agnostic and have the lowest levels of literacy around the actions they can take, and the investments they can make, to save money and energy.
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.
EcoEnergy Bystanders are resistant to aspects of the energy transition and have the lowest confidence in the value they see is being delivered.
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.
EcoEnergy Allies are most likely to feel they are prevented from engaging in the energy transition by their living situation or income. They told us that today’s energy products and services don’t fit their needs.
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How EY can help
The team
Greg Guthridge
EY Global Energy & Resources Customer Experience Transformation Leader
Richard Charles
EY Americas Power & Utilities Customer Experience Transformation Leader
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