Promoting demand flexibility and the uptake of smart energy services: Recommendations from behavioural science

Promoting demand flexibility and the uptake of smart energy services

Behavioural Insights for Policy series: Policy recommendations 

Year: 2025 

Topic: Smart energy | Demand flexibility 

Methodology: Research synthesis 

Author: SEAI Behavioural Economics Unit  

Summary 

Electricity demand flexibility, where energy users adjust their consumption in response to supply fluctuations, can alleviate grid strain, reduce emissions and accelerate the energy transition. Behavioural science can guide strategies to encourage participation in demand side flexibility schemes, adoption of smart energy technologies, and adjustments to daily routines. 

SEAI’s Behavioural Economics Unit has undertaken a programme of research looking at behavioural factors underpinning demand-side flexibility, including 1) an online experiment looking at engagement and intentions; 2) a literature review used to generate a detailed “taxonomy” of behaviours and behaviour change roadmaps; 3) a time-of-use survey looking at the timing of electricity-consuming activities in Irish homes; and 4) a survey/field experiment which pre-tested a simple intervention telling people about the environmental benefits of reducing peak consumption with an option to pre-commit to specific actions. 

In this summary paper, we outline some of the main recommendations from the findings of these studies, with a brief justification for each. Further detail and additional recommendations can be found in the specific outputs for each piece of research. 

Recommendations are presented for four domains: 1) communication campaigns; 2) consumer tools and supports; 3) time-of-use tariffs; and 4) distributional and equity issues.