Why the Future of Sustainable Energy Needs to Be Driven by Customer Behaviour By Frank Brichau, Managing Director, Customer and Digital

The global energy transition is well underway. From investment in renewables to the rapid scaling of green hydrogen and energy storage technologies, we are seeing remarkable progress. However, while technology is evolving at an unprecedented speed, the real accelerator, and sometimes the missing link, is customer behaviour.

As energy providers and decision-makers, we often focus on the infrastructure: cleaner generation, smarter grids and digital integration. Yet, the future of sustainable energy hinges not just on what we build but on how people choose to use it.

The Shift from Passive Consumers to Active Participants

Traditionally, energy consumption has been a passive experience. Power came to homes and businesses through a one-way system: generate, transmit, consume. That model is no longer fit for purpose in a net-zero world.

The energy systems of tomorrow require consumers to be part of the solution, generating, storing and managing their energy use. Whether it's households installing rooftop solar and batteries, or industries shifting demand to off-peak hours, every behavioural change contributes to a more resilient, sustainable system.

Behavioural Change Is the Hardest Innovation

Technology can be developed in labs, deployed at scale and replicated across borders. Human behaviour, by contrast, is shaped by trust, culture and incentives. Encouraging customers to adopt energy-efficient habits or invest in new technologies requires more than technical solutions, it demands clear communication, strong policy frameworks and accessible, user-centric design.

For example, time-of-use tariffs can reduce pressure on the grid during peak hours, but only if customers understand how they work and trust that they deliver value. Electric vehicles will become mainstream only when charging infrastructure is as seamless as refuelling and drivers feel confident making the switch.

Data, Digitalisation and Empowered Choice

Digital technologies offer a powerful opportunity to bridge the gap between energy systems and user behaviour. Smart meters, home energy apps and AI-enabled platforms can give customers real-time insights into their consumption, empowering them to make informed choices. But data alone isn't enough, it must be translated into intuitive experiences that inspire sustainable action.

As leaders in the energy sector, we have a responsibility to design systems that are not only smart but human. That means putting the customer at the centre of the energy transition and listening as much as we lead.

A Shared Journey to Net Zero

Achieving net-zero emissions is not simply an engineering challenge, it's a societal transformation. It requires public engagement, behavioural shifts and collective momentum.

The most successful sustainable energy systems will be those that customers help build, not just use. If we can align infrastructure with insight, policy with purpose, and innovation with everyday behaviour, then we can create a future that is not only sustainable but also shared.