Why the energy industry keeps getting consumers wrong

For years, the energy industry has operated under a flawed assumption: that consumers manage their energy use like ‘mini-economists’ or ‘mini-engineers.’ But as digital sociologist Professor Yolande Strengers from Monash University argues, this overlooks the realities of how people actually engage with energy. To truly understand energy use, she says, we need to examine daily household practices and motivations. Strengers’ Digital Energy Futures project explores how our lives—and not just our energy use—might evolve, offering valuable insights to help industry improve service design, product development, and energy forecasting.