20% reduction through home displays A study by Energy Economics reported in 2018 found that providing domestic electricity users with real-time information regarding energy consumption led to a reduction in demand of 20%. Savings were largely achieved by shifting some power use to off-peak periods with lower charges. This study demonstrates that information can deliver […]

20% reduction through home displays A study by Energy Economics reported in 2018 found that providing domestic electricity users with real-time information regarding energy consumption led to a reduction in demand of 20%. Savings were largely achieved by shifting some power use to off-peak periods with lower charges. This study demonstrates that information can deliver a greater level of control and motivate consumers to take action to reduce energy consumption. This demonstrates both the power of information and the impact of control.Information can empower consumers to take control of aspects of their lives and, indeed, their purchase decisions by giving them a sense of control. That sense of control (real or perceived) motivates consumers to take action. Research suggests that perceived control also feeds into a greater sense of happiness.Further, research suggests that in commerce, choice is a significant driver of the perception of control and, therefore, an antecedent of…