How to improve user adoption in demand response programs for consumers

The growth of electric vehicles, heat pumps, and home batteries has turned households into active participants in the energy transition. This shift unlocks a powerful new source of flexibility for utilities and grid operators. The real challenge is not the technology, but whether households actually join and stay engaged in demand response programs.

For years, adoption has lagged. Research by ESIG shows average nationwide participation in the US is just 6.5%. Consumers often don’t see the value, don’t fully understand the offer, or don’t trust that participation is worthwhile. This gap between technical potential and consumer reality has been a bottleneck for scaling DSF.

At Synergi, we’ve solved this challenge. Through our consumer product, the “Synergi app,” we’ve continuously tracked, tested, and refined what drives adoption. By combining real-world experimentation in messaging and timing with over 80,000 user insight data points from automated data collection, targeted surveys, and qualitative interviews, we’ve built a playbook that delivers measurable results — including 10% month-on-month growth and more than 10,000 households already enrolled.

Our work with leading utilities across different markets proves that when communication is clear and consumer value is front and center, adoption rates increase significantly and sustainably.

We know what works. Scaling demand response is now less about technology and more about finding the right partner to drive adoption. Here’s what we’ve learned:

1. Focus on timing and simplicity

Energy is rarely top of mind for households, except at key moments such as contract renewals, switching suppliers, or purchasing a new DER like an EV, heat pump, or solar panels. These moments of attention are when customers are most receptive to new ideas — making them ideal opportunities to introduce flexibility offers.

Equally important is making participation seamless. Taking part in a demand response program should feel effortless for the user, and one way to achieve this is by integrating these capabilities directly into existing smart energy features.

At Synergi, for example, we developed Smart Rewards — a core feature that rewards consumers for using electricity during cheaper, grid-friendly hours. We designed it to work automatically, so users don’t have to opt in or out. For example, while smart charging runs quietly in the background, Smart Rewards encourages users to stay plugged in as much as possible, allowing Synergi to apply flexibility when needed  and reward them for it.

2. Build a delightful user experience

Embedding rewards into existing smart features is key to creating a smoother, more engaging user experience.

On its own, demand response can feel disruptive for users. Take smart charging, for example — it may shift charging to more expensive hours, potentially increasing the electricity bill. By integrating Smart Rewards directly into smart charging, we make participation seamless and engaging for a wider range of households. With minimal effort required, users stay connected and automatically earn rewards.

We’ve also chosen not to offer an opt-out option, as this allows us to keep the app free to use and helps maximise user adoption and the total amount of flexible load we can control during grid support events. This, in turn, leads to a greater monetary impact for utility companies.

Ultimately, we believe these services should remain free to use, since their core value lies in the monetary savings they deliver. Adding a price tag would only reduce their perceived value for users.

3. Be fair with benefit sharing

Even automated solutions require some effort from the customer, such as installing an app, linking a device, or adjusting routines. Utilities should shoulder most of the risk and provide upfront benefits that make participation feel worthwhile. Fair value-sharing builds trust.

At Synergi, we’ve learned that utilities need to offer upfront rewards to encourage users to join a program. This shouldn’t be seen merely as a marketing or user acquisition cost, but as an investment in acquiring residential flexibility. When compared to traditional ways of strengthening grid resilience, it’s a far more cost-efficient alternative — delivering the same stability benefits at a fraction of the cost of building new capacity.

To maintain engagement over time, a free-to-use service combined with ongoing rewards is essential to motivate continued participation and maximising program impact. The exact amount of the upfront incentive can vary between utilities, and it should be tested alongside customer acquisition channels to determine the right mix that delivers the best ROI.

Synergi has developed strong expertise in this area through a culture of partnership and experimentation with utility companies. We bring not only the technical solutions but also our proven marketing acquisition playbook, helping utilities optimise user adoption and long-term program success.

4. Be clear about who can join

Demand response can feel abstract or confusing to the average customer. Is this for me? How does it work? Broad messaging often fails to connect. It’s far more effective to speak directly to clearly defined groups, such as EV drivers or heat pump owners. When customers immediately recognize themselves in the message, the barrier to engagement drops significantly.

At Synergi, we’ve learned that utilities need to optimize for the right Ideal Customer Profile (ICP). This is achieved through precise messaging delivered at the right touch-points, or by creating interactive “quiz-like” tools that help consumers determine whether a program is suited to them.

In our latest pilot with the Finnish DSO KSS Verkko, we supported the development of the entire user journey: from proven messaging to acquire pilot users, to “Is this for me?” tools, and a full set of marketing collateral — including pre-tested creatives and messaging from our marketing playbook.

5. Provide a meaningful story, not just incentives

Financial benefits matter, but they aren’t the only reason people participate. Households are also motivated by their environmental impact and their role in supporting a stable, reliable energy system. Just as consumers already make climate-conscious choices in food, travel, or lifestyle, they can feel a sense of purpose and connection when their energy choices contribute to a wider community goal.

At Synergi, we found that framing participation as part of a collective effort resonates strongly with users. For example, in our demand response survey for Finnish EV drivers, 40% said reduced energy bills were their main motivation, but nearly 35% also cited contributing to grid stability and reducing their carbon footprint. Highlighting this shared impact — showing how individual actions contribute to the greater good helps users feel part of a meaningful movement, not just a transactional program. You can read more about these findings here.

Building demand response programs that work

At Synergi, we help utilities transform residential flexibility from a technical concept into a strategic advantage through a compelling user experience.

Our extensive playbook captures insights on the messages, channels, and strategies that drive adoption in demand response programs. Adoption isn’t just an operational detail — it’s the critical foundation for scaling flexibility, unlocking the full potential of connected assets, and building a clean, reliable energy system that benefits everyone.

If you’d like to explore how Synergi’s VPP can help you maximise the flexibility of your customers’ connected assets and create measurable impact, leave us your details below: