Impact of Timing and Type of Requests for Flexible Domestic Energy Use

Cohen R. Simpson
Centre for Net Zero
London School of Economics, Methodology
cohen.simpson@centrefornetzero.org

Andrew Schein
Centre for Net Zero
andrew.schein@centrefornetzero.org

Robert D. Metcalfe
Centre for Net Zero
University of Southern California, Economics National Bureau of Economic Research
robert.metcalfe@centrefornetzero.org

Changing the behaviour of private individuals is vital to the transformation of energy systems. Thus, we probe the potential utility of energy retailers’ modulation of their requests to consumers to engage in flexible domestic energy use. We do so by analysing data on total consumption (kWh) during — and formal agreement to participate in
— two 60-minute energy-savings events in 2023 on the part of 666,441 British households. Results from a randomised controlled trial for one 60-minute session (𝑁 ≈ 650K) indicate that being sent an ancillary “heads-up” email the day prior or a day-of “reminder” SMS text message respectively increased the probability of event participation by ≈ 6% (95% HDI = [4.2%, 7.8%]) and ≈ 23% (95% HDI = [16.2%, 30%]) over baseline (i.e., day-of primary notice [email and/or SMS]). Nevertheless, we find no compelling evidence to suggest that such ancillary contact shapes levels of consumption at the designated time. Furthermore, in a smaller quasi-experiment (𝑁 ≈ 30-100K) on variation in the broad timing (i.e., day-of vs. day-prior) of primary notices with no ancillary communications, we find no compelling evidence of a causal shift in consumption or participation for the second 60-minute session. Ultimately, results indicate that the broad timing and the general type of appeals matter — where providing consumers with supplementary requests to save energy over and above primary messaging can play an important part in converting mere awareness of the need to conserve electricity into formal agreement to try to do so.