The grid edge is where the power system meets the people. It is the point where innovation moves from the abstract to the everyday. This is where technologies like rooftop solar, home batteries, and smart thermostats, among others, give people more choice and control over how they use electricity.
However, more choice also brings more complexity. Canadians see the appeal of grid-edge technology, but concerns about control and risk temper their enthusiasm. Nearly six in ten (59%) worry about technology making decisions for them or companies controlling devices in their homes, and 69% show a low tolerance for risk tied to new technologies. Yet, when faced with a trade-off, 60% admit they tend to value convenience over control.
To understand these differences, we looked at key dimensions that shape attitudes toward the grid edge. Notably, Canadians cluster around a dimension we call the Big Brother Concern, which reflects how strongly people resist technology or companies making decisions on their behalf. This concern plays a major role in shaping who is cautious, who is enthusiastic, and who falls somewhere in between.
Two audience groups illustrate this divide. About one in five Canadians can be described as Skeptical Independents: they are highly concerned about giving technology control, risk-averse, and the least likely to adopt grid-edge technologies. In contrast, roughly one in six are Eco-Tech Enthusiasts: they are excited about innovation, less concerned about control, strongly motivated by climate action, and the most likely to adopt grid-edge technology.
Overall, a majority of Canadians (56%) say they would “definitely” or are “very likely” to enroll in a Smart Thermostat program. However, when inconveniences are mentioned, enthusiasm drops significantly. Among those moderately likely to participate, the Cautious Strugglers stand out with 58% of them citing ‘saving money’ as their main motivation.
Grid-edge adoption also varies by demographics and attitudes. Younger Canadians are more likely to enroll. Those who feel the pinch of their energy bill are more inclined (65% vs. 48%), as are Canadians who hold a favourable view of their utility company (62%).
The bottom line: Canadians are interested in grid-edge technologies, but adoption will depend on trust, minimizing risk, and highlighting clear, tangible benefits such as cost savings.
These results come from an online poll conducted between September 9th and September 14th, 2025, of 2,097 Canadian citizens, 18 years or older. This survey was sponsored by INNOVATIVE Research Group Inc. and weighted to n=2,000 based on age, gender, region, and education to ensure the overall sample reflects the population according to Census data.
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