Europeans remain convinced on the need for an energy transition, with the UK leading the way on public support.

On behalf of Vattenfall, Statista surveyed 5,000 consumers in Germany, Finland, Sweden, the UK and the Netherlands. The study reveals evolving attitudes and behaviours regarding energy habits and climate ambitions.

Regarding questions about governmental support, the result from last year’s survey remains almost the same. Half of the respondents want their governments to support in improving infrastructure, investments in future technology and want to see an expansion of renewable energy sources. The UK stands out with 60 per cent saying this. In Finland, financial incentives and subsidies are most important (60 per cent) and in Germany 65 per cent believe that a fossil energy system is not competitive in the long-term.

“There is a way to a competitive, fossil-free Europe, but it requires clear long‑term ambition from policymakers and solutions that work for customers. If we want to stay competitive, independent and resilient, we must accelerate the shift toward a fully decarbonised energy system. That is what Europeans expect, and it’s the direction industry needs,” said Alexander van Ofwegen, head of business area customers and solutions at Vattenfall.

In addition to governmental actions, people across all markets see their own contribution as meaningful. A strong majority (70 per cent) believe that individual actions can play an important role in addressing climate change. Four of five Britons and three of four Swedes and Germans rate a climate‑friendly lifestyle as important. Interest in the Netherlands is strong as well, with 70 per cent of consumers engaged in climate‑related choices.

Willingness to pay a premium for fossil‑free energy varies only slightly across markets. It is strongest in the UK and Sweden, where over half of consumers are open to paying more. Germany, Finland and the Netherlands follow closely, with still more than 40 per cent willing to pay extra for fossil‑free energy.

When it comes to investment, the UK is less impressive: whilst Sweden is significantly ahead (55 per cent) in investments in heating based on renewable energy (such as heat pumps), the UK lags behind at 17 per cent.

Investment in solar panels is highest in the Netherlands (57 per cent), which is more than double that of Finland and the UK (both at 19 per cent). However, Finland shows the highest future interest in investing in solar panels (58 per cent).

However, support for government investment in future technologies is highest in the UK (60 per cent), while the Netherlands is lowest at 35 per cent and 53 per cent of the UK are willing to pay extra for fossil free electricity. Even n ore impressive, 84 per cent of Britons support renewable infrastructure in their local area, well above Sweden and Finland (both around 55–60 per cent) and far higher than the Netherlands (35 per cent).

When it comes to choosing environmentally responsible brands, 53 per cent of Britons say they prefer companies with strong sustainability practices, compared with 50 per cent in Sweden and the Netherlands, 51 per cent in Finland and only 42 per cent in Germany.

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