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Unlock Smarter Energy: Why the Mainstream is Still "Fixed in Their Ways" (And How to Change That)
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The vision of a clean, flexible energy future is exciting: homes seamlessly optimizing energy use, prosumers leading the charge. But the reality is, a vast majority of consumers remain on fixed-price energy tariffs. This presents a significant challenge for energy providers eager to embrace dynamic pricing and advanced smart energy solutions.
Many in the industry ask consumers to undertake a daunting "triple leap" simultaneously: move to a dynamic tariff, change device usage habits, and hand over control to their energy provider. It's simply too much, too fast, particularly when consumer trust in energy suppliers can be low. As a result, 73% of European households were still on fixed-price contracts in 2024. This behavioral friction is slowing adoption of the very solutions needed for the energy transition.
So, how do we bridge this gap?
Our new whitepaper, "Fixed in Their Ways: Bringing Smart Energy to the Mainstream," explores this critical challenge. Drawing insights from behavioral science and successful tech adoption strategies, we propose a more empathetic, step-by-step approach to mass adoption.
Instead of pushing everyone towards dynamic pricing immediately, the whitepaper advocates for enabling smarter energy management "under the hood" of fixed tariff products. Imagine giving your customers the benefits of flexible power consumption without requiring them to fundamentally change their current contract. This builds trust and allows them to experience the benefits of savings with minimal effort.
Want to know more?
Download our new whitepaper: "Fixed in Their Ways: Bringing Smart Energy to the Mainstream"