Accenture research finds divide between energy providers and their consumers

While 86% of Irish consumers are interested in the energy transition to a more sustainable energy future, there is a gap between interest and willingness to pay more to support it. A lesser 44% of consumers are willing or able to pay more for clean energy initiatives, according to Accenture’s new energy consumer survey. This gap can be attributed to consumers requiring more support from their energy providers and a struggle to pay higher energy bills.

Accenture’s new research, The energy provider’s guide to net zero: Managing consumer affordability and an affordable energy system, surveyed 16,800 residential energy consumers across 18 countries, 800 of those in Ireland, to better understand current consumer sentiment towards energy providers and their appetite for supporting the energy transition. While interest in supporting the energy transition is evident, the research revealed that if costs continue to go up, Irish households will expect more from their providers.

When it comes to consumer expectation of energy providers, over half, (51%) said they’d like to see additional programmes added to help save on energy bills through discounts or financial assistance. A third (33%) expect higher reliability from their provider if they are to continue paying more, and 28% would like to be kept better informed about their energy provider’s clean energy investments and their impact on the environment. Additionally, a quarter (25%), would like their energy provider to offer tailored recommendations on reducing their environmental impact.

When asked about their expectations from their energy provider, ?68% of Irish energy consumers said affordability and reliability are their top priorities, and overall, nearly three-quarters (73%) expect their provider to help them save on their energy bill. With energy costs continuing to increase, 65% of consumers said that they can’t afford a higher energy bill right now and 35% said they don’t think that it’s their responsibility to fund clean energy initiatives through their energy bill. Three in 10 (29%) also said they don’t think paying more will make a difference in making the environment cleaner.

While there is some scepticism, consumers largely believe that it is everyone’s responsibility to take actions towards a more sustainable future and that businesses should have a shared responsibility with individuals. ?74% indicated that they believe individuals have a significant role to play, and 83% said the same for businesses. Interestingly, the profile of those that willing to pay more for their energy bills to support clean energy initiatives, is those in the younger age demographic, Gen Z’s living in urban areas.

Aoife Aherne, Head of Resources, Accenture in Ireland said: “Despite some easing in energy prices recently, it’s encouraging to see the two energy credits and VAT reduction provided as part of the recent Budget 2025, which will help consumers manage their energy bills.

“It’s encouraging to see that 86% of consumers support the energy transition, with more than four in ten willing to pay for it. However, the real opportunity now lies with energy providers to guide Irish consumers through this journey. Despite the challenges energy providers have faced, ranging from inflation to rising energy costs, our advice is to shift focus to long-term loyalty and customer retention by transforming their business models.

“Energy providers must evolve from solely selling products to delivering services that address changing consumer needs. By harnessing disruptive technologies like AI and Generative AI, they can strengthen their digital core and offer a more personalised, differentiated consumer experience.”

Niamh O’Gorman, Sustainability Lead, Accenture in Ireland, commented on the findings: “We are at a pivotal moment for the energy sector, where action from energy providers is crucial to sustain momentum in the transition to a more sustainable future. To drive this progress forward, providers must prioritise building stronger relationships with their consumers by demonstrating transparency, accountability, and measurable impact.

“By showing the tangible effects of their investment into clean energy, providers can deepen trust with consumers and better align with their expectations. Leveraging AI-powered tools can also play a key role, enabling smarter customer engagement platforms that offer clear cost and savings comparisons, along with educational content on clean energy options.”

There are promising signs that consumers are ready to embrace clean energy, driven by the potential to lower both their energy consumption and costs. In fact, 93% of Irish consumers surveyed expressed interest in purchasing clean energy products and services, ranging from electric vehicle charging and battery storage to solar panels.

See more stories here.