The relationship between Italians and energy efficiency technologies is a complicated one. There is mistrust, a low level of knowledge, often indifference towards tools that – like Smart Meters – are able to enable sustainable behaviour on a large scale. And it is not just a question of digital skills, which are scarcely spread throughout the country. It is also a question of awareness: the benefits, including personal ones, that could be gained from using these new technologies are still unknown to many, and this seems to be slowing down a fundamental change for sustainability.
Painting this picture are the results of ‘Energy & Efficiency‘, the latest report by the Foundation for Digital Sustainability. The research – carried out through the administration of 4000 interviews using CATI/CAWI methodology – delves into the role of technology as a tool for sustainability in the perception of citizens, divided into four generational groups: Generation Z (18-28 years), Millenials (29-44 years), Generation X (45-60 years) and Baby Boomers (61-75 years).
“The data in our report highlight a paradox typical of the digital transition in our country: a theoretical confidence that struggles to turn into concrete adoption,” commented Stefano Epifani, President of the Foundation for Digital Sustainability. “Although the majority of Italians recognise the potential of digital technologies to reduce consumption and protect the environment, we come up against a reality of lack of knowledge and inertia. It is worrying to note how, despite the urgency of energy saving, fundamental tools such as Smart Meters are still unknown to most baby boomers, and how almost half of Generation X, despite knowing about them, do not use them due to ‘laziness’ or lack of clear incentives. Our task, as a Foundation, is to bridge this information and cultural gap. It is not enough that the technology exists, it must be perceived as useful and accessible by all generations‘.
Turning digital trust into adoption
Are digital technologies and artificial intelligence, applied tohome automation (smart home), useful in improving consumption, with positive impacts on the environment? On the whole, a ‘moderate’ consensus prevails in the responses (57%) with very little difference between one generational group and another, although the most sensitive seem to be both 18-28 year old respondents and Boomers, both at 59%. And even on the question of whether or not the use of smart meter systems leads to a significant optimisation of energy consumption, a moderate consensus prevails on average (56%): in other words, the smart meter is considered a useful tool, but the ‘strong’ conviction remains in the minority. The issue, therefore, is turning theoretical confidence into adoption.
“It is certainly crucial to develop awareness and culture, because digital transformation is a cultural transformation of an entire society,” explained Mauro Giancaspro, Director of Technology, Innovation & Digital Spoke at ANAS SpA.“However, I would add a third element, that of transparency: every user must be clear about what kind of return, what kind of benefit, he or she can obtain from using this type of tools and services. I am convinced that, in this way, there would be a great leap forward on these issues‘.
Looking again atArtificial Intelligence, only 9% of Boomers are convinced that it represents a fundamental tool for reducing electricity consumption, with the percentage increasing as the age of respondents decreases – 16% of Gen Z trust AI. More generally, the average across the four generations is somewhere in the middle, with 51 per cent agreeing fairly strongly and 36 per cent not at all confident in the potential of artificial intelligence as a means of lowering electricity consumption. “What emerges in general from the research is that, even in the development of digital services, we are dealing with different generations, with different awareness, beliefs and behaviour,” commented Kussai Shahin, General Manager of Trentino Digitale SpA.“This is why it is essential to understand on which levers to act, not with the claim of bringing everyone to the same level of awareness, but to ensure that the digital transformation leaves no one behind“.
Smart Home, a niche concept
Fewer than one in five Italians (18%) use smart bulbs and sockets that can be controlled via voice assistants, while 34% do not even know of their existence and another 40% know what they are talking about but do not consider their use useful. When it comes to the possibility of controlling their home appliances and lighting with an app – with a consequent positive impact on energy consumption – the Boomer generation is cautious, but not against it: more than half (58%) are quite in favour of using it, but only 13% are really convinced to the full extent.
As far as remotely controllable and programmable heating and air conditioning systems are concerned, only 18% of Gen Z do not know what they are about, with a hefty 42% saying they know about them but do not use them. On such devices the percentage of ‘unaware’ boomers rises to 54%, with only 32% knowing about them but not using them. “The results of the research are clear: the majority of Italians do not use these tools, and the smart home is still a niche concept,” commented Matteo Bozzoli, Junior Fellow at the Foundation. “The problem, however, more than anagraphical, seems to be in the relationship between digital and analogue users: we need to work on awareness and activation methods, otherwise digital, rather than reducing, risks widening an already existing gap“.
Among the reasons for this low adoption rate could also be a form of mistrust, a fear of violation of one’s privacy when using these services. “These home automation tools require management through apps, and therefore to go through services provided by third parties,” explained Nicola Mugnato, Founder and Chief Technology Officer of Gyala: “this certainly provides the user with greater convenience, but it also introduces potential risks. Security is crucial, and any shortcomings in this regard can clearly be a serious obstacle to the adoption of these important tools for sustainability‘.
Incentives are needed
Returning to smart meters, the lukewarm confidence in these home energy consumption control tools is reflected in the usage data: as many as 65% of Boomers claim not to even know about them, and only 24% know what they are but do not use them. The situation improves slightly with Generation X, where the percentage of those who do not know about them drops to 42%, but that of the ‘lazy’ rises to 36%. “I am convinced that digital can turn efficiency into a continuous cycle,” explained Carlo Bozzoli, a member of the Foundation’s Steering Committee, in his keynote. “We see this precisely with the smart meter, a tool that can enable sustainable behaviour on a large scale: if this is flanked by incentive mechanisms, then it can also become a driver of economic efficiency. In short, energy efficiency cannot only depend on individual beliefs, there must also be a system that reduces uncertainty“.