Beneath your feet, underfloor heating keeps your toes warm, while the fridge welcomes you with bright light and chilled yoghurt. Meanwhile, the electric car waits in the carport, its battery fully charged and ready to go. In Finnish homes, energy is directly or indirectly linked to almost everything in daily life.
In the energy transition, households play a decisive role: they can reduce their energy consumption with new, more energy efficient technologies as well as changing their consumption patterns toward reduced energy consumption. Research shows that the culture of sustainable energy use is taking root – but it will not grow and spread on its own.
Concerns about the energy security, demand growth and energy prices have become permanent topics in public debate. The ongoing energy transition is, particularly, increasing the demand for electricity. Ensuring the sufficiency of clean energy for everyone, everywhere and in all circumstances is a challenge.
A sustainable energy transition cannot be achieved solely through technological development or technical-economic policy instruments. It also requires changes in citizens’ lifestyles and consumption habits.
In this study, we examined Finnish citizens as energy users, focusing especially on their opportunities to modify their energy lifestyles towards more moderate, conscious, and sustainable patterns of energy consumption. From the household perspective, family life, financial pressures, comfort and lack of information are intertwined in a way that demands diverse support and clear guidance.
Four different approaches to energy saving
The study identified four consumer segments:
Committed Savers (n=252): Mainly older women with strong motivation and high competence in energy saving. Energy saving is deeply internalised and reflected in routines, planning and identity. Reasonable energy use is effortlessly integrated into everyday life and is perceived as meaningful and rewarding.
Energy curious (n=320): Family-centred, usually aged 35–44, evenly split between women and men. Developing belief in the impact of energy saving and a growing desire to make changes are evident. Habits and plans are not yet established, but their identity and intentions already reflect a shift toward taking more active responsibility.
Uncertain balancers (n=242): Mainly young urban men aged 25–34 from Southern Finland. They have a value-based interest in energy saving and a desire to do the right thing, but lack planning, habits and strong commitment. Reasonable energy use does not yet fit naturally into their everyday life or priorities.
Reserved comfort seekers (n=181): Middle-aged (about 50% belong to Generation X) and younger men, especially from Western Finland. Energy saving is not a priority in their everyday life and related knowledge, planning and belief in their own influence are weak. Moderate energy use is perceived as difficult.
Spotlight on Energy curious
We focused more closely on the “Energy curious” group, as this segment showed the greatest potential for change. In addition, this group is present in many regions across Finland.
The key challenge for this group is how everyday practices – such as home heating, consumption habits and mobility solutions – can be changed to be reasonable in terms of energy use, without excessive compromises in quality of life.
The qualitative research was conducted in two complementary phases. First, a two-week diary study (n=27 households) mapped everyday energy saving practices, barriers and motivational factors. This was followed by a separate group discussion (n=14), with different participants than in the diary phase. The aim of the discussion was to deepen observations, highlight shared experiences and better understand feelings and peer situations related to energy use.
From the diaries and discussions, we observed that energy use is associated with everyday emotions and a need for control. Saving measures adopted during crises have become permanent, and producing one’s own energy was perceived as empowering. Nevertheless, opportunities for investment are often left untapped when concrete guidance and practical examples are not available.
Energy curious have a willingness to experiment and a desire to develop new saving methods, but uncertainty about the cost-effectiveness of investments and loss of comfort limits their abilities for practical action.
Information, support and community
Change towards more sustainable energy use does not happen automatically. Small, easily adoptable solutions, services and, for example, the use of gamification could be significant in the creation of new routines.
To support decision-making, people need clear and practical information. Concrete examples, comprehensive solutions and peer support can lower the threshold for taking action. Stories from similar families and joint projects strengthen trust and encourage action.
Community is an important driver of change. Many feel left alone, and peer support is not yet commonplace. Energy-saving campaigns, competitions and projects in schools or associations can bring families together and involve children. Positive examples and sharing tangible benefits strengthen the sense that change is possible – and worth participating in.
Electricity prices in Finland have remained moderate for a long time, and energy sufficiency has not yet become mainstream. Fluctuations in electricity prices have, however, encouraged many households to re-examine their everyday practices. Research shows that these emerging habits may become established when they are supported by concrete guidance, enabling structures, and solutions that do not compromise everyday comfort. Creating such conditions is key to unlocking the full potential of citizens in advancing sustainable and sufficient energy use.
Explore the research report: Energy saving and sufficiency from the citizens' perspective
The research was conducted as part of VTT’s iBEX innovation programme. The iBEX projects focused on broad systemic challenges, one of which, ‘Save energy – make it a habit’, addressed energy sufficiency and sustainability. The data consisted of a nationwide survey (N=1000) and a complementary qualitative component (N=41), which examined in more depth the factors influencing everyday energy saving in Finnish households.
