A growing number of people (59%) now say they would consider allowing their utility to manage their home energy use. That’s one of the key findings in a new survey of 10,000 utility customers conducted by ICF, which uncovers customer preferences on energy efficiency, emerging technologies, regional influences, and sentiments towards utility relationships. The findings from the survey, one of the largest customer research efforts of its kind, unveil a key trend—customers are playing an increasingly active role in energy management.
Customers embrace the energy transition
As energy demand and costs increase, so does customer interest in efficiency programs and technologies. This shift is starting at home, where consumers are prioritizing residential energy efficiency and adopting household energy management strategies. Nearly half (48%) are either already ensuring or planning to ensure their homes are energy-efficient within the next three to five years, signaling a proactive approach to addressing future energy needs.
Smart tech adoption is also accelerating, with 35% of customers eyeing smart thermostats, heat pumps, or appliances to optimize energy use. Heat pumps are poised for major growth, with 44% of homeowners likely to install one within five years. Smart thermostats, already in 10% of homes, could see adoption nearly quadruple, as an additional 43% plan to adopt them in the same timeframe.
Building regional momentum
ICF’s survey reveals a compelling pattern: while regional efficiency trends vary, community behaviors influence personal adoption plans. The report's analysis reveals distinct national energy action and technology adoption norms. Actions include: buying an EV (27%), installing rooftop solar (38%), using more renewable energy (32%), and adopting smarter technologies (31%).
In regions like the Southeast and (and to a lesser extent, the Southwest), energy-conscious behaviors and technologies are relatively less typical, yet personal plans for energy-related behavior and technology adoption are above national averages.
The findings suggest these regions are going through a market transformation where utilities have opportunities to lean into a motivated customer base and accelerate changes through continued outreach efforts, program offerings, and product incentivization.
Trust is essential for mutually beneficial customer relationships
Customers with higher trust in utilities are more likely to adopt electrification technologies, embrace the energy transition, and actively engage in utility programs.
High-trust customers can turn into partners who collaborate in energy management. In fact, they’re 25% more comfortable with utilities playing an active role in home energy management and more proactive in adjusting their energy usage—24% report shifts in consumption, compared to just 18% among low-trust customers. As energy demand continues to increase, it is critical to build these collaborative relationships with customers to improve energy efficiency.
Utilities can achieve this by continuing to educate and engage with customers about energy programs, fostering trust through transparency. Clear, consistent communication is essential to help customers understand new and transformative energy initiatives.
As utilities navigate a rapidly evolving energy landscape, there is a clear opportunity for utilities to engage much more deeply to increase customer’s energy understanding. As customers are taking a more active role in energy decision-making and being asked to make decisions they’ve never had to make before, utilities can become true trusted advisors by moving past solely informing people about their programs and services. Doing so will provide a foundation for meaningful progress across diverse regions.