In the UK, 'Zero Bills' homes guarantee no energy costs for at least 5 years

In a November 2023 Ipsos survey, 38% of respondents across 29 countries identified inflation as their primary concern. Inflation has topped the chart for 20 consecutive months, the longest an issue has held that spot since Ipsos started tracking 'What Worries the World.' And higher energy prices account for a substantial chunk of that inflation for most consumers. By guaranteeing zero energy costs for at least five years, Octopus Energy and Bellway aren't just offering savings, but the peace of mind of one less bill to worry about.

Consumers increasingly face the dilemma of balancing their immediate needs — financial or otherwise — with their desire to make responsible choices. While inflation tipped the scales towards frugality for most, savings and sustainability aren't mutually exclusive. As people navigate this quandary, brands have the opportunity to position themselves as allies with a shared commitment to responsible consumption. Is your brand developing products and services that are easier on both wallets and the planet, for value that extends beyond price tags?