Turbocharging the Energy Transition by Boosting Customer Demand

​Organised by the Cambridge University Energy Technology Society (cuets.co.uk/join) and hosted in collaboration with Darwin College Climate Society. Join us for a drink across the road at Queens' College Bar after the talk.

​Demand-side levers are the fastest, cheapest, and stickiest path to consumer decarbonisation—touching ~60% of emissions—but adoption of EVs, heat pumps, and rooftop solar risks stalling as incentives fade and products are perceived to be costlier or inferior. The winning formula starts with the customer: moving choices from “should” to “want” as segments mature and needs shift. A >$200B market by 2030 is emerging, with value migrating downstream from hardware to financing and optimisation that provide flexibility for renewables-heavy grids. We see three resilient plays at scale: Turnkey Provider (own/finance assets; win on cost), Energy Optimizer (multi-asset optimisation), and E2E Integrator (value-chain orchestration). Many will chase the integrator role; few will win. The winners act as market-makers—customer-led in product innovation, partner-powered and operationally scalable & flexible.

​Ben Lawrence is a Principal in BCG’s London office and a member of the Energy and Climate & Sustainability practices, focused on consumer decarbonisation. He helps energy retailers and adjacent players scale plays in EV charging, home heating and power, and demand side response. Ben has led European EV network strategies, diligences of energy-transition assets (charging, heat pumps, solar, storage), and digital innovation sprints to accelerate growth towards more consumer centric proposition. He works with global fuel retailers, highway and convenience operators, energy retailers, and energy-software platforms—from regional leaders to integrated majors. Before BCG, he worked in a consumer start-up and holds an MSci in Natural Sciences (Geology; Climate Science & Atmospheric Chemistry) from the University of Cambridge.