Report suggests consumers alienated by energy jargon
The energy sector risks alienating consumers through the complex and opaque language companies use within the industry, warns a new report.
As the Government pushes for rapid uptake of consumer-led flexibility and continues to emphasise the importance of its role in delivering Clean Power by 2030, now is a crucial time for consumers to become familiar with these innovative energy services.
The report, ‘Demystifying Flex,’ conducted by ADE (Association for Decentralised Energy) Research, reveals that at least 524 unique terms are used in relation to energy flexibility and demand-side response. Research in the study shows that when confronted with excessive jargon, people are less likely to trust and engage with the information communicated. Therefore, consumers become less supportive of emerging technologies that could save them hundreds of pounds on household bills and help facilitate the journey to Net Zero.
As part of the study, ADE Research compiled a list of recommendations that aim to reinforce trust and transparency within the industry and ensure that services within consumer-led flexibility are represented fairly. A key recommendation revolves around collaboration with consumer advocacy groups so that messages across the industry resonate with all consumers.
Stephanie Hacker, Senior Researcher at the ADE, said: “We are in an era marked by the rapid evolution of consumer-led flexibility. The need to understand public perception and discourse has never been more critical. As the adoption of energy-smart appliances and demand-side technologies accelerates, so does the necessity for clear communication.
“Demystifying Flex highlights the risk of the industry’s overuse of jargon and complex language poses a real risk to the uptake of these emerging technologies. These technologies could save consumers hundreds of pounds on their household bills. We must work collectively to address the mystery surrounding these technologies for so many consumers, so we can deliver a just transition that rewards households for their participation in the energy market.”
