Barometer

Empowering energy consumers

Empowering energy consumers barometer is an Economist Enterprise research programme, supported by Kraken. This report summarises the key findings of the second phase of a survey among 10,035 energy consumers across ten countries (Australia, Canada, China, France, Germany, India, Italy, Japan, the United Kingdom, and the United States) conducted between September and October 2025. An advisory board, expert interviews and an extensive literature review supplemented the survey findings in developing this report and barometer.

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Amid global volatility, energy systems around the world are shifting from centralised, fossil fuel-based networks to more distributed, renewable-powered systems. This transition—driven by the need to cut emissions and unlock affordable, low-carbon energy—requires not only more generation and storage, but smarter demand management. Consumers are becoming more active participants, using technologies like EVs, smart thermostats and home batteries to optimise their energy use. However, households continue to face rising costs and their ability to engage with the energy landscape is significantly shaped by their access to information, technology and funding.

Key findings 2026

Discover what drives consumer engagement with energy systems.

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Key finding

Trust is critical, but uneven

Our survey showed that trust in scientists and technical experts was high, with 79% of respondents seeing them as the most neutral and competent voices. Friends and family come next (70%). The bodies that bill households and regulate the market sit on shakier ground. Utilities and energy providers still command fairly high trust (64%).

Trust varies by geography. Trust in providers is relatively high in Asia Pacific (70%) and North America (66%), although consumers are increasingly disgruntled by rising rates. Across much of Europe, where energy became a front-line political issue after Russia’s invasion of Ukraine, it is more fragile (56%).

Our survey finds that older people, perhaps jaded by previous price rises and policy lurches, are more mistrustful. But younger people’s trusted information is often derived from less-credible sources, such as social media.

Key finding

Trust in digital tools requires trust in the system

Energy systems are becoming more digitised and less visible, relying increasingly on AI-enabled appliances and provider-led automation. But willingness to adopt these technologies varies sharply with trust. Among those with “strong trust” in institutions, 82% would use AI-powered appliances and 78% are comfortable with automated energy management. Among all other respondents, this falls to 48% and 44%, respectively—highlighting how confidence in the system underpins adoption.

Source: Economist Enterprise survey

Key finding

Privacy is an enabler, not a barrier

Smart energy systems rely on steady flows of data, much of which comes from consumers. The survey suggests privacy worries are both common and reasonable: 63% of respondents say they are, or would be, concerned about data privacy when using AI-powered appliances or energy-management systems. Yet 61% still say they would use them. People can feel uneasy and still be willing to adopt—provided the terms are clear. Privacy is not the main obstacle to take-up; it is the baseline requirement that makes take-up acceptable.

Key finding

Behaviour change is driven by tangible financial support

Public awareness of energy issues is high. Concerns about affordability, energy security and the climate crisis are felt across countries and demographic groups. But our data suggest that awareness alone rarely prompts action to adopt new technologies. For that to happen consumers need tangible financial support that lowers risk fo households.

Two-thirds of respondents (67%) say a cash contribution or government grant would be influential in their decision, similar to the proportion who cite improved quality of life (68%).

Key finding

Even supporters of the transition worry about cost

Our survey found broad support for decarbonisation. A quarter of respondents see it as a top policy priority—second only to provision of affordable energy to all. But that support comes with conditions. Despite lower operation costs, people associate green energy with higher prices; most survey respondents (65%) express concerns that moving to renewable energy will raise their household energy bills.

But even if affordability still tops the list (38%), consumers’ policy priorities are shifting. “Affordable energy” remains the leading priority across big markets, but energy independence and security have gained ground as consumers draw a clearer link between domestic renewables and national resilience. Events in Iran and Ukraine will only amplify these concerns. The argument is moving from “cheap energy” to “secure and affordable energy”.

Key finding 01/05

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