The ever-increasing electricity consumption over the past 15 years has resembled a one-way street. Very few years, usually influenced by crises or radical change, have seen temporarily decreasing demand. In consequence, the goal of reducing electricity consumption by 25% by 2050 may seem very ambitious, particularly in light of the additional electricity consumption by electric mobility and heat pumps. Innovative installations and products are not only required to reduce consumption, but to also become more ‘intelligent’. Conversely, the onus is also on consumers. Behavioural change and a conscious use of electricity are key elements for the reduction of electricity demand.