Unveiling the potential of the active customer in the energy sector: Insights and implications from literature analysis

Energy markets are transitioning from centralized, fossil-dominated systems to decentralized, renewable-driven models. Recent European Union policy conceptualizes the “active customer” As a key aspect of this transformation, requiring active consumer participation. However, the prevailing definition of the active customer primarily focuses on technical aspects, highlighting the need for a more comprehensive characterization to ensure effective integration into energy markets. This study seeks to identify potential roles of the active customer and derive implications for the energy industry. Through a thorough literature analysis spanning not only the energy sector but also other industries, four key traits of the active customer in the energy market are identified: personal attributes, spheres of influence, facilitated actions for controlling activity levels, and moderating variables. The research underscores that the current understanding of the active customer in the energy sector is limited, thereby missing significant untapped potential. Accordingly, this study proposes a range of practical recommendations to enhance the recognition and integration of active customers by companies and policymakers alike. This study not only consolidates cross-sectoral insights but also advances a conceptual transition framework explaining how passive consumers evolve into active customers in the energy sector. Drawing on behavioral and institutional theories, it identifies preconditions and activation mechanisms that enable this transition and outlines sector-specific pathways for policy and industry. In summary, this work aims to refine the EU's concept of active customers while illuminating opportunities within the evolving energy market landscape. • Active customer participation is common across markets, including energy. • In the energy sector, active customer participation offers new opportunities for the transition. • The study identifies four key traits of active customers across sectors. • Active customer roles extend beyond technical participation to behavioral aspects. • Transition pathways from passive to active customers require tailored interventions.