Smart tech, dumb assumptions: Why energy consumers don’t behave like the industry expects - One Step Off The Grid

Smart tech, dumb assumptions: Why energy consumers don’t behave like the industry expects - One Step Off The Grid

For years, the energy industry has operated under a flawed assumption, according to digital sociologist Yolande Strengers. She argues that it expects consumers to behave like miniature versions of energy professionals—engineers and economists—when managing their household energy use. However, Professor Strengers, who leads the energy team at the Emerging Technologies Research Lab at Monash University, highlighted this fundamental misunderstandin…