The Energy Struggle is Real: Young Brits Prioritising Bills Over Basic Needs and Life Goals

As the cost-of-living crisis continues to bite, new data has revealed how young Brits are grappling with energy debt more than any other generation. Gas network Cadent’s annual Energy Diaries study highlights that young people aged 18-30 are disproportionately affected by energy debts, with a significant number prioritising paying off these debts over other expenses.
There is a clear generational divide too. Almost two-thirds of Gen Z would use a hypothetical £7,500 to pay off their energy bills, compared to just one in four Baby Boomers.
The study also uncovers a shift in the hierarchy of needs across generations, with a staggering 71 per cent of young people now viewing heating as a ‘luxury’ rather than a basic necessity.
Mark Belmega, Director of Sustainability and Social Purpose at Cadent, said: ” Our data shows that young people, as well as those who people might more naturally think of are really feeling the pressure this winter, as fuel poverty continues to impact millions across the UK. The fact energy is now being viewed as a luxury that can be ill-afforded given the financial strain young people are facing is very concerning and its important organisations are taking direct access to support this age demographic as much as others.”
This financial strain is not only affecting a young person’s view of basic necessities but also impacting their life decisions. The study reveals that over half (53%) have delayed major life decisions, such as buying a house or starting a family, due to the financial pressures from energy bills.
Belmega added: “As the largest UK gas distribution network, we ensure we understand the impact of energy on all of our customers’ lives. Our Energy Diaries data, which follows real-life experiences of consumers, shows that all generations must be supported by energy companies, including the often-overlooked younger generations.
“Young people are being forced to change or delay decisions about travelling, buying a car, purchasing a house, and starting a family, which is a worrying trend. We must ensure that everybody living in fuel poverty, regardless of age, has access to the support they need, to ensure a long-term prosperous future for all generations.”
The study also found that young people are more likely to engage in small-scale energy-saving behaviours, such as turning off appliances and using electric space heaters instead of boilers. “While it’s positive to see young people taking steps to save energy, it’s clear these actions are driven by financial necessity rather than choice,” Belmega concludes.
Two thousand UK consumers were surveyed by Cadent and Thinks Insights as part of the Energy Diaries: Voices of the Future study. Several participants also shared their views via ‘Energy Diary’ video interviews, which can be seen here.