Energy saving and sufficiency from the citizens’ perspective
Concerns about the energy security, demand growth and energy prices have become a permanent part of public debate. In the ongoing energy transition, households play a pivotal role: they can reduce their energy consumption with new, more energy efficient technologies as well as changing their consumption patterns toward reduced energy consumption.
This white paper examines the results of a study that explored Finns as energy users, focusing especially on their opportunities to make their energy consumption more economical and moderate.
Content summary
The aim of the guide is to provide information and tools that make decision‑making easier, support everyday choices, and lay the groundwork for solutions that benefit consumers, energy‑sector actors, and society as a whole.
The white paper provides a research‑based overview of how Finnish households perceive energy saving, which factors drive or hinder change, and what kinds of solutions can genuinely support the transition toward smoother, more economical, and more sustainable energy use. The study combines quantitative and qualitative analysis of the challenges and enablers citizens encounter in their everyday efforts to save energy.
The dataset consists of a nationwide survey collected in 2023 complemented by a qualitative component collected in 2024, which provides an in‑depth examination of the factors influencing everyday energy‑saving practices in Finnish households.
Key findings
Based on the survey, respondents were divided into four distinct segments: Committed savers, Energy curious, Uncertain balancers and Reserved comfort seekers. Among them, the Energy curious account for roughly one third (32%) of consumers and represent a segment with substantial potential for change. Clear differences were observed between the segments in their energy use, attitudes toward energy saving, and readiness to shift toward more moderate energy consumption.
The qualitative research shows that there is a willingness to adopt more sustainable energy practices, but uncertainty, lack of guidance, and the feeling of being left alone slow down progress. The study highlights that clear examples, peer support, and services that fit into everyday life can make sustainable choices easier and more motivating.
Who is this for?
This white paper is essential reading for professionals and decision‑makers who develop energy solutions for households, along with the related financial and technical support measures, and who require a deeper understanding of the motivations, barriers, and readiness for change that shape everyday energy‑saving behaviours among Finns.
- Energy companies
- Developers of energy solutions
- Public‑sector actors responsible for energy and climate solutions
- Anyone who wants to understand their own energy use and make more sustainable choices in their daily lives