As electricity costs continue to rise, household budgets tighten and AI data centers increasingly dot the landscape, consumers and electricity providers alike are facing a number of challenges as we enter a new year.

To identify strategies electricity providers can utilize to better meet consumer needs, while also tackling key operational objectives, the Smart Energy Consumer Collaborative (SECC) analyzed more than 5,000 survey responses from 2025 for the “2026 State of the Consumer” report.

In this month’s blog, we examine three key takeaways from SECC’s latest report that providers and other stakeholders can use to build consumer trust this year:

1. Bridge the technology gap to program participation.

The “2026 State of the Consumer” report highlights a disconnect between consumer interest in technology and their ability to use it effectively. While two-thirds of Americans own at least one smart device, actual usage for energy management remains low. Even Gen Z, the most tech native generation, reports that fewer than half use their smart tools to manage electricity, despite strong interest in doing so. Across segments and generations, the barriers are consistent: lack of confidence, lack of awareness and fear of complexity.

To build trust, providers can demystify technology with hands‑on support, tutorials and easy-to-understand communications. Providers can also identify customers who prefer automation, which reduces the need for customers to actively manage tools, and design simple, turnkey programs that may appeal to the Tech‑Cautious Savers and Turnkey Comfort. When technology feels accessible and beneficial, participation rises – and so does trust.

2. Help address the elephant in the room – affordability.

Affordability is the universal pressure point in 2026. Nearly a third of Americans struggled to pay their electric bill in the past year, and that number rises sharply among renters and low‑income households. As stated in the “2026 State of the Consumer” report, “[A]ffordability has become a growing strain for a large and expanding share of Americans.” However, awareness of assistance programs and other energy-saving programs remains strikingly low. Many consumers who could benefit from rebates, rate options or payment assistance don’t know these offerings exist.

To build trust, providers should lead with affordability in every communication and proactively identify at‑risk customers and reach out before arrears accumulate. To maximize participation, providers can also simplify access to assistance programs, rebates and rate plans and show real savings based on consumer data. Partnerships with trusted community organizations can also be an effective strategy for reaching underserved groups. When customers see their provider taking tangible steps to help them save money, not just promoting programs, trust deepens.

3. Showcase initiatives to bolster grid reliability.

Affordability may be the top priority, but reliability is a close second across every demographic, according to SECC’s 2025 research. Consumers are increasingly concerned about outages driven by extreme weather, aging infrastructure and rising electricity demand. The “2026 State of the Consumer” report underscores this point: reliability and resilience are “non‑negotiable expectations,” especially for older and higher‑income customers, like those in the Turnkey Comfort segment, who prioritize uninterrupted service above all else.

Providers can strengthen trust by communicating clearly and proactively about grid investments and explaining how grid modernization efforts support both reliability and affordability. Many consumers have also expressed interest in “prosumer” solar + storage programs, and providers can highlight relevant DER offerings to the households that are most likely to engage. Consumers want reassurance that their provider is preparing for a more volatile energy future. When utilities show how they’re strengthening the grid, confidence and trust grow.

The “2026 State of the Consumer” report paints a clear picture: consumers are financially stressed, concerned about reliability and resiliency, and increasingly expect their electricity providers to be proactive partners. By focusing on consumer needs and wants, providers can build trust and deepen customer relationships, while simultaneously addressing operational priorities.

To learn more about our five themes on U.S. energy consumers for 2026, download the “2026 State of the Consumer” report here.