For the People / Q4 2025 Energy Intel

Energy Intel, Fourth Quarter 2025: For the People Edition centers the clean energy transition where it belongs — with people. This issue explores how trust, accessibility and thoughtful program design shape real-world impact across energy efficiency, electrification and affordability efforts. From community-led engagement strategies and equity-first financing models to lessons from Solar for All, energy assistance journeys and inclusive program navigation, contributors dig into what works — and why — when customers are treated as partners, not afterthoughts. You’ll find insights from utilities, implementers, researchers and community advocates tackling rising energy costs, policy uncertainty and participation barriers with creativity and care. Together, these stories highlight a sector growing more intentional, more integrated and more human-centered.

34 | Energy Intel 4th Quarter 2025

Missing

Motive:

Building

Trust in

Energy

Participation

By Alex Varricchio

The participation paradox

Across North America, utilities and program administrators continue investing in incentive-

based energy programs designed to reduce emissions, lower system strain and improve

affordability. These programs are typically well-structured, supported by sound evaluation

and backed by meaningful investment.

On paper, they should be easy wins. The technology is proven, incentives are compelling and

customer benefits are real.

Yet participation rates often stall. Evaluations across North America repeatedly confirm this

pattern: studies from LBNL and ACEEE show that even well-designed programs with attractive

incentives routinely underperform on uptake, especially among renters, rural households and

income-qualified customers.

The industry often points to the usual explanations: low customer awareness, complex

upgrade processes, contractor shortages or competing household priorities. Those are real

barriers, but they aren’t always the root cause. Many customers know these programs exist

yet remain skeptical about engaging in them.

A deeper barrier is a lack of motive transparency.

“People don’t reject sustainability, they reject spin.

Participation rises when motive becomes transparent.”