Utility customers, once seen as a monolithic group of like-minded consumers, are becoming ever more active and demanding. There is a new form of energy consumerism – and with it a new wave of innovation that is sweeping change in the evolving power market. Megatrends such as sustainability – with social and technological trends driving green energy, alongside the economics that make this change competitive – and the rise of the individual and concerns over affordability, have all put the customer into sharper focus. Power companies are responding open-mindedly and swiftly to this trend and a range of products and personalised services are being offered to the digitally empowered – and increasingly demanding – energy customer.But for more customers to get engaged – and for the “consumer powered energy transition” to get off the ground – full support is required on all fronts. This means that changes must be explained to domestic and commercial and industrial customers so that they understand why they are necessary, what impact they will have, how much they will cost and, above all, how to gain from them.