In Italy, there’s a saying: the only thing you never change is your favourite football team. For years, this truism has applied to many aspects of daily life, including energy providers. Who hasn’t gone through the infamous “voltura” process of changing the name on an energy contract, and experienced (as I have) anxiety and uncertainty?
Yet, in recent years, the voltura process has become much less intimidating. The liberalization of the energy market – required by European directives and culminating in the end of the regulated market – has revolutionized the rules of the game. Ten years after liberalization, the number of competing electricity and gas suppliers in Italy has quadrupled to over 700 companies. While electricity and gas products remain largely the same, everything around the energy retail market has changed: consumers are now benefiting from digital services, personalized offers and a focus on sustainability. On the other hand, households and businesses also face significantly more price volatility following market reforms.
Price has become the most well-known and discussed driver among Italians. According to recent surveys, the majority of Italian households say they pay close attention to their energy bill costs, but only a few of them can correctly interpret the details of their consumption. And honestly, who among us, without looking at the bill, knows how many kWh they use each month?
But things are changing. Savvier, more tech-oriented, and attentive Italians are seizing the opportunities offered by the free market. The new generation of energy consumers switch providers easily, often online with just a few clicks, choosing energy suppliers offering services best suited to their needs. According to ARERA, in 2024 about 23.8% of residential customers changed their energy provider at least once during the year, compared to a rate of 18.9% in 2023. This reflects the rapid growth of “energy tourism,” with an increasing number of users switching providers multiple times a year.
While this dynamism is having positive affects, it also risks turning the market into a jungle of offers where price is the only criterion. But do we really want energy to become just a matter of a few cents per kWh? We risk a “short circuit” where millions of users are constantly switching, without building any real loyalty or connection to interchangeable suppliers.
That’s why energy companies are changing their approach. It’s no longer enough to be competitive on price: they need to build trust, offer digital, transparent, sustainable and smart services. They must educate customers, transforming them from passive consumers into informed users and prosumers (both producers and consumers of energy).
Communication plays a key role. Here are the 5 must-haves for successful communication in energy and gas retail:
- Fresh and inclusive tone of voice: A young, digital and accessible style that speaks to everyone and values diversity.
- Simplicity and clarity: Communicate simply and directly, making even complex topics easy to understand.
- Engaging storytelling: Tell authentic stories that create empathy and emotional connection with the audience.
- Concrete and useful tools: Offer practical solutions to monitor and optimize consumption, helping customers feel empowered.
- Community and sustainability: Promote initiatives that involve the community and encourage sustainable behaviors, strengthening the sense of belonging to the brand.
Only then can you convince customers to make a rational choice, yet remain emotionally loyal – just like with their favourite football team.
Find out how our Energy solutions can help your business navigate the changing market.
