The new energy consumer
September 9, 2025Insights to help utilities meet evolving needs
Americans are rethinking how they use energy.
That’s according to a recent national report from the Smart Energy Consumer Collaborative (SECC). The nonprofit studies how electricity customers think about energy, technology and efficiency.
Surveying 2,000 households, SECC found that financial savings remain a top concern for electric consumers. However, comfort, convenience and environmental impact are playing a bigger role, especially for younger generations.
At the same time, lack of awareness, upfront costs and program confusion prevent many households from taking action. Nearly one in three (31%) reported struggling to pay their electric bill in the past year–up from 25% two years ago.
For utilities, that’s both a challenge and an opportunity.
By understanding what drives customers, utilities can connect more effectively and point them toward solutions already within reach.
Heartland Energy municipalities can turn to Power Forward.
With simple, high-value incentives, the program makes it easier for consumers to take the next step.
Four types of consumers
To better understand customers, the SECC report identifies four distinct consumer segments based on behaviors, motivations and demographics. These groups reveal different levels of interest and readiness to adopt new energy solutions.
- Informed & Engaged (34%): younger, tech-savvy families eager to adopt new tools like smart thermostats
- Curious & Capable (28%): open to ideas but need more guidance and encouragement
- Tech-Cautious Savers (25%): very cost-conscious, seeking proven savings but hesitant about new technology
- Turnkey Comfort (13%): mostly older customers who value reliability and want simple, hands-off solutions
This breakdown shows the wide range of perspectives in any community.
Gen Z and millennials are most enthusiastic about technology as a means to cut costs and reduce their carbon footprint. On the other end of the spectrum, retirees and older households are more focused on reliability and simplicity.
Consumer experience
Even with their differences, most people share one priority: saving money.
To lower energy bills, many report adjusting thermostats, using large appliances less often, or swapping out older lightbulbs for LEDs.
More people are also turning to technology.
Almost half of households now have a smart thermostat, and more than 40% own at least one smart appliance. Smart plugs and lighting are also common.
But today’s energy consumer is motivated by more than just savings. Environmental concern now nearly matches cost as a driving force in energy decisions.
Despite this interest, the study found clear barriers that prevent people from turning to their electric utility for energy efficiency programs or rebates.
Many people don’t know what their utility offers. Others feel confused by program details or overwhelmed by too many choices. Some reported concern over upfront costs and payback timelines.
How Power Forward helps
In addition to money and the planet, customers are also motivated by comfort and convenience.
Power Forward meets all of these needs.
Rebates on heat pumps and water heaters help save on upfront costs.
Electric appliances and equipment last longer, are safer and reduce indoor pollutants–ideal for customers seeking a sustainable lifestyle.
Tech-savvy households can take advantage of a rebate for home EV charging stations, making it easier to modernize.
Heartland customer utilities have access to ready-made tools at heartlandenergy.com/resources to promote the program with minimal effort. Brochures, social media posts and other materials can inform and appeal to people who need extra encouragement.
Whether a customer values comfort, savings or environmental benefits, Power Forward provides a solution that resonates.
Bottom line
The energy consumer has changed. Households want to save money, stay comfortable, and increasingly, protect the environment, but barriers still exist.
Utilities can help customers overcome limitations with Heartland Energy and Power Forward. The program delivers practical solutions that benefit every household and the community.