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Why Saving Money Remains the Top Driver for Residential Energy Customers

By Casey Collins, Senior Research Analyst

As utilities look ahead to 2025 and beyond, one message from residential customers rings louder than ever: Saving money matters most. Chartwell’s 2025 Residential Consumer Survey shows that, for the second year in a row, consumers overwhelmingly rank cost savings as their top energy‑related priority. Closely tied to this is their desire for comfort — but when these two goals collide, affordability consistently wins out.

👉 Read about consumers’ wants and expectations from their utilities: Premiere Report: Customer Views of the Utility in 2025

This focus on financial relief cuts across nearly all demographics. In fact, at least eight in ten consumers in every subgroup say they want to save money, with low- to moderate-income households expressing this need even more acutely. And while customers appreciate comfort, many recognize that staying comfortable often conflicts with reducing energy bills — particularly during weather extremes that drive up usage and strain budgets.

Here lies a significant opportunity for utilities. Consumers are asking for support in meeting their energy needs, and 42% want their utility to “do a better job of providing products, services, and tools” to help them manage costs more effectively while still meeting their current and future energy needs. That means utilities can strengthen customer relationships — and even generate new revenue — by proactively connecting interested customers to solutions that reduce bill volatility and improve affordability.

👉 Read about creative and compassionate solutions that are emerging among utilities across North America: Consumer Trends 2025: Utility Leaders Tasked With Strategically Addressing Affordability

Programs such as budget billing, levelized payment options, and renter‑friendly efficiency initiatives can directly address these pain points. Meanwhile, targeted outreach and segmentation help match customers with the programs that best fit their lifestyle, financial situation, and energy goals.

Ultimately, when utilities empower customers to save money without sacrificing comfort, they do more than improve household budgets — they build trust. And trust becomes the foundation for deeper engagement.

Read more about the Chartwell Customer Experience Leadership Council.

 

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