Age affects attitudes towards energy, research finds

Different age groups show striking contrast in attitudes towards their energy and water suppliers and the services they provide. That’s according to a new study which found older consumers have […]

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By Priyanka Shrestha

Different age groups show striking contrast in attitudes towards their energy and water suppliers and the services they provide.

That’s according to a new study which found older consumers have a very different approach towards what they need from their energy providers compared to younger ones.

It claims that while the younger consumers are focused on the value of services, older customers are much more focused on price. Only 8% of consumers aged 55 and above said service is an important factor in their choice of company.

Younger customers also give sustainability “a much higher priority”, with four out of five (78%) saying that help to cut their carbon footprint was an important factor in their choice of company.

Rob McGinn (pictured), Vice President, Utilities – BT Global Services, which conducted the survey said: “We found the younger generation are in fact focused on sustainability but the older generation are not focused on sustainability at all. What that says is that one size does not fit all in the relationships energy companies need to have with their consumers and they need to be able to manage and understand their consumers much better.”

Ease of contact, special offers and new technologies that make it easier to manage energy and water use were also on the top of the list of younger consumers. The research suggests utilities should personalise services for different customers rather than treating them as a “mass market”.