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      KPMG Powering Tomorrow:
      Supporting renewable energy
      Carbon-reducing behaviours
      Adopting electric vehicles
      Climate change concerns

      Irish people are willing to engage in more passive carbon-cutting measures, with 80 percent expressing readiness to implement energy efficiency measures at home and minimise food waste to help reduce carbon emissions. 

      Half are willing to shop more sustainably, such as buying secondhand or reducing consumption. A similar percentage (54 percent) would adjust their electricity usage to align with renewable energy availability for instance, charging electric vehicles at night, delaying dishwasher use, or investing in smart appliances that optimise energy use during peak renewable supply. 

      Energy efficiency upgrades also resonate, with 53 percent planning to enhance home efficiency through measures like insulation, new windows, or solar panel installations. Dietary changes to lower carbon emissions are less popular, with only a third (34 percent) open to altering their diet, compared to 38 percent in 2023. 

      Regarding travel, half (51 percent) are ready to increase public transport, cycling, or walking to reduce emissions. However, only 32 percent would fly less, only 3 in 10 would consider purchasing an electric or hybrid vehicle, and just 22 percent would pay a premium for air travel using green fuels. 

      Colm O'Neill
      Colm O'Neill

      Partner, Head of Consulting, Global Head of Power and Utilities

      KPMG in Ireland

      Dividing generations

      Generational differences are also evident in our survey. Older adults (55+) show stronger support for home energy efficiency, with the majority (83 percent) willing to adopt measures such as improved insulation and 85 percent are more likely to minimise food waste.

      Over 65s are more willing to undertake carbon-reducing behaviours related to air travel, including a reduction in the frequency of flying and paying a premium for greener fuels.

      However, in contrast, younger adults (18-34), more likely to rent than own homes, focus on sustainable transport options such as cycling, walking, and public transport. This highlights the distinct barriers and preferences across age groups in terms of the appetite to contributing to a lower-carbon future. 

      Barriers to home energy efficiency 

      We also asked respondents about domestic energy efficiency, and 3 in 5 have not undertaken any energy efficiency measures at home. Our report found that 2 in 5 had upgraded their home energy efficiency through insulation, installing new windows, solar panels or low carbon emissions heating systems in the last 12 months. 

      The upfront cost of these renovations is seen as a significant barrier to retrofitting homes, with over a third (35 percent) saying that cost was the main reason for not undertaking energy efficiency measures at home. However, 3 in 10 said reduced fuel bills would mainly motivate them to undertake energy efficiency work at home. 

      30%
      say reduced fuel bills would motivate them to undertake energy efficiency work at home

      Behaviours towards heat and electricity 

      Only a quarter (24 percent) of those sampled switched energy suppliers in the last year in search of better deals, which is a low level of switching considering price inflation and the variety of more attractive deals available. Meanwhile, 3 in 10 Irish consumers are more aware of electricity prices than gas prices (12 percent). 

      One relatively positive finding, although still troubling, was a recorded decrease from 36 percent in 2023 to 24 percent in 2024 in those going without heat and hot water due to fuel costs. Nevertheless, fuel poverty is still challenging for those aged between 25-44 and 55-64.

       
      Only
      2 in 5
      upgraded home energy efficiency in last 12 months

      Home retrofitting 

      Under Climate Action Plan 2024, the government targets a 40 percent reduction in residential building emissions through retrofitting, district heating, and heat pumps. As of the first half of 2024, approximately 16,600 heat pumps were installed in existing homes in Ireland, supported by the Sustainable Energy Authority of Ireland (SEAI) schemes or local authority programmes.

      This figure represents a significant increase from previous years, with a fourfold rise in installations between 2019 and 2023. The SEAI has set a target to install 45,000 heat pumps in existing homes by 2025, aiming for 400,000 heat pumps by 2030. While the 2024 figures are not yet finalised, the first half of the year indicates a strong pace toward meeting these targets.

      In addressing Ireland’s housing emissions challenge, Ciara Wrafter, Tax Partner at KPMG, emphasises, “Ireland’s current stock of residential properties requires significant retrofitting and renovation to meet our climate targets. While Budget 2025 measures to reduce the VAT rate for the supply and installation of heat pumps from the standard 23 percent to a reduced 9 percent with effect from 1 January 2025 is welcome, the Irish tax system can do more to incentivise property owners to promote more sustainable behaviours.”

      The Irish tax system can do more to incentivise property owners to promote more sustainable behaviours.

      Ciara Wrafter

      Partner

      KPMG in Ireland

      Get in touch

      Our Powering Tomorrow report shows that there is real support for the right large-scale energy projects in Ireland.

      If you have any queries about how your business could seize this opportunity, please contact Colm O'Neill of our Energy, Utilities and Telecoms practice. We'd be delighted to hear from you.

      Colm O'Neill
      Colm O'Neill

      Partner, Head of Consulting, Global Head of Power and Utilities

      KPMG in Ireland

      Securing Ireland’s energy future
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