The new energy consumer: protagonist of change, but tired and increasingly demanding

The energy sector is undergoing an unprecedented structural transformation. The combination of factors such as the transition to renewable sources, digitalization, new regulatory models and pressure for sustainability is reshaping both supply and demand. But if there is one player whose role has evolved radically, it is. the consumer.

For decades, consumers have been passive recipients of an essential but inconspicuous service. Their relationship with energy has been limited for many years, in most cases, to bill payment and incident management. Today, this model is no longer sustainable. The energy consumer of the future - which is beginning to take shape today - will be a active, informed, participative and, at the same time, much more demanding agent..

From passive receiver to active agent

The new consumer not only consumes energy: they can also produce it, store it, share it and monitor it. The emergence of technologies such as smart meters, photovoltaic self-consumption, local energy communities and digital platforms has democratized some of the access to the energy system, allowing citizens to make informed decisions about how, when and where to get their energy.

This phenomenon has given rise to the concept of omnisumerThe user plays multiple roles within the energy system. It is a consumer, but also a producer (through self-consumption), an investor (in energy efficiency), a manager (of its consumption through apps and sensors) and, in some cases, a collective prosumer (through energy communities or demand aggregation schemes).

An increasingly tired consumer

However, this paradigm shift has not been easy. Many consumers have borne a significant part of the effort required to adapt to the new ecosystem: they have had to educate themselves, decipher complex support programs, adapt to rapidly evolving technologies, and cope with the impact of price increases.

This accumulation of efforts has generated a generalized sense of fatigue, skepticism and apathy. In fact, only 30% of consumers believe they could do more than they already do to contribute to energy sustainability, and less than one-third say they are willing to devote more time or resources to initiatives related to responsible consumption.

Who is the energy consumer of the future?

We have identified four main consumer profiles that are shaping the future of the industry. Understanding them is key to designing strategies that truly connect with their needs.

Enthusiasts: Engaged, informed and active

These consumers are not waiting for the energy transition to happen, they are actively driving it. They are users who already use apps to control their consumption, who have invested in solutions such as solar panels or electric vehicle chargers, and who are willing to pay more for clean energy or sustainable services. They are looking to reduce their environmental footprint and maximize their energy autonomy.

The cautious: Willing to act, but disoriented

They value sustainability and want to do their part, but don't know where to start. They feel overwhelmed by the amount of information, the complexity of the fees or the difficulty to understand which decisions will really have an impact. Their brake is not disinterest, but lack of clarity and accompaniment.

The Passive Skeptics: They don't deny change, but they don't see how it affects them

This group does not reject the need for an energy transition, but questions its impact on their daily lives. They do not understand the real benefits for them of switching tariffs, participating in an energy community or changing their habits. Their inaction stems from skepticism and inertia, not direct opposition.

The excluded: Committed, but limited by their reality

They support the energy transition and believe in its importance, but feel they cannot be part of it. Perhaps they live in rented apartments where they cannot install solutions, do not have the financial resources to invest in new technologies, or do not have access to information adapted to their context. Frustration and resignation dominate their relationship with the energy system.

Redefining the energy experience

Faced with this scenario, companies in the sector must completely rethink how they design their value proposition. The key is to rebuild the energy customer experience around three essential pillars: accessibility, attractiveness and affordability.

AccessibilityIt is no longer just a question of physical availability. Access implies education, simplicity, support and transparency. Consumers must be empowered to understand their consumption, their choices and the consequences of their decisions.

AttractionTraditionally, energy has been presented as a technical and functional product. Today, it must be emotionally relevant. Incorporating elements such as experiential design, comfort, control or even a sense of community is essential to connect with new consumers.

AffordabilityAffordability: It is not enough to offer competitive prices. Affordability must be understood more broadly, incorporating barriers to entry, the effort required for each solution and the impact on lifestyle. Proposals must be adapted to diverse realities, without demanding unaffordable sacrifices.

The energy consumer of the future will be more demanding, more aware and more decisive than ever before. But it will also be more fragmented, more tired and more difficult to activate. Companies that understand this complexity and act with empathy, innovation and strategic focus will be the ones that lead the energy transition with legitimacy and strength.  Contact us at and make your company ready for the future with a service adapted to new trends.