Is Energy Tech Getting Sexy?

I went to the Octopus Energy conference in Battersea Park on 23rd June, the opening event of London Climate Action Week. As well as the usual energy professionals (people like me), Octopus Energy CEO Greg Jackson had opened the doors to his customers – 3,000 of them were there. More remarkable than 3,000 customers attending, 30,000 people had applied for those tickets - for a conference on electricity!  Can you imaging that kind of demand for a conference put on by your utility ten years ago?  What has changed? Has the idea of energy and energy tech  become become interesting? Mainstream? Even sexy?

The segment most interested in home energy tech is growing

Our ongoing Homeowner Electrification Tracker Study (HETS) monitors adoption, attitudes and the “path to purchase” for heat pumps, EVs and solar. We segment homeowners into six attitudinal groups based on climate concern, belief in myths, and views on collective action.

Only two segments (accounting for around 25% of homeowners) – Electrification Trailblazers and Pragmatic Adopters – are really driving the market. They’re the most likely to already own solar, EVs or heat pumps, and they lead on both consideration and strong purchase intent. Pragmatic Adopters are two and a half times more likely than the average homeowner to be getting rooftop solar and heat pumps in the near future and twice as likely as average to be getting an EV. This measure is based on purchase consideration multiplied by strong purchase intent.

These are the segments that energy providers, government and policymakers, banks, heat pump and solar installers, EV manufacturers and HEMS providers (Home Energy Management Systems) should be targeting.

Who are the Pragmatic Adopters?

Pragmatic Adopters aren’t green idealists. They’re guided by practicality, not ideology. Most are concerned about climate change, but they’re not driven by collective action or a desire to “do more”. They think there’s too much conflicting information on the climate.

Yet when tech works for them, they’re in. They’re selective about green tech, but they’re drawn to EVs and heat pumps and adopt when it suits their needs. They’re younger, higher-income, tech-comfortable – and increasingly interested.

And crucially, when they’re considering a technology, they’re more likely to follow through than even the Trailblazers. Purchase likelihood for heat pumps and EVs is higher in this group, driven by stronger intent once engaged.

Pragmatic Adopters – the only segment growing, now 16% of homeowners

But here’s the real story: as the chart shows, the only segment growing over the last two years is the Pragmatic Adopters. In 18 months, this segment has risen from 10% to 16% of UK homeowners, while every other group has stayed flat or shrunk.

This is why energy feels different now. To Pragmatic Adopters, electrification tech isn’t about saving the planet first. It’s about being smart, modern, ahead of the curve – and maybe saving money too.

Ten years ago, energy was a worthy cause. For this expanding group, it’s becoming a lifestyle choice. If 30,000 people will eagerly apply to attend a conference staged by their utility, something fundamental has shifted.

The challenge – and the opportunity – is clear: grow by focusing on the only group that’s growing – win them and the others will follow.. And don’t market as a moral duty, but as something desirable. Sexy, even.

Electrify Research

Electrify Research’s HETS study is the world's largest, most up-to-date insight tracker tool covering homeowner adoption, attitudes and 'path to purchase' across: heat pumps, EVs, solar, batteries, finance and energy providers. Built from 32,000 interviews with homeowners plus an additional 4,000 interviews every quarter in the UK, France, Germany and the US, HETS turns complex consumer behaviour into clear, actionable insights, helping organisations leading the home electrification transition improve their products, pricing, marketing, communications and policy.

Media Contact

Ben Marks
Managing Director, Electrify Research
ben.marks@electrifyresearch.co.uk
www.electrifyresearch.co.uk

Spokespersons available on request.