60% intend to review electricity plans due to geopolitical risks, but "information barriers" hinder action

UPDATER Inc. (Headquarters: Setagaya-ku, Tokyo; President and CEO: Eiji Oishi), which aims to update society through lifestyles, conducted an "Energy Awareness and Behavior Survey (June 2026)" targeting 933 people nationwide, against the backdrop of geopolitical risks and the forecast of record-breaking heat this summer.

The survey found that approximately 86% of respondents were aware of the impact of the energy situation on their lives, with the most common answer for long-term electricity price stability being "increasing domestic renewable energy (hereinafter, RE)" (approximately 45%). Furthermore, the intention to review electricity providers and plans reached approximately 60%.

On the other hand, while "low electricity prices" was chosen by about 81% of respondents as a key factor in selecting an electricity provider or plan (multiple responses, up to 3), only about 18% chose "the ratio of long-term stable energy sources such as RE."

Approximately 93% responded that they do not use environmentally friendly plans, revealing that despite growing intentions to use RE, people are not taking action. Regarding the "reasons for not using environmentally friendly plans," it was found that in addition to price and stability, there are "information barriers" such as "not knowing or understanding."

[Survey Results Highlights]

In response to geopolitical risks, 85.9% were aware of the impact of the energy situation (81.7% emphasized reducing import dependence).

"Increasing domestic RE" was the most frequent response at 45.4% of all answers.

60.4% have reviewed or want to review their electricity provider/plan.

Selection criteria are overwhelmingly "low electricity prices" (754 people), while "environmental consideration" was chosen by 188 people, and "ratio of long-term stable energy" by 169 people.

74.1% want to use environmentally friendly electricity, such as RE, in the future.

7.4% are already using environmentally friendly electricity plans, such as RE.

Reasons for not using RE include "no dissatisfaction with the current situation" (289 people), "think it will be more expensive" (286 people), and "concerns about stable supply" (248 people), along with "don't know how to proceed" (236 people), "don't know if it's truly good for the environment" (172 people), and "don't know the providers" (157 people).

1 Over 80% are aware of the impact on their lives due to geopolitical risks

85.9% of respondents were aware of the "possibility that the global energy situation will affect their own lives." 97.9% believe that "stabilizing electricity prices in the long term is important," and 81.7% believe that "reducing dependence on fuel imports from overseas is important." With record heat expected this summer, energy stability is a theme that cannot be ignored by consumers.

2 The most frequent solution is "increasing domestic RE"

As an initiative to stabilize Japanese electricity prices in the long term, "increasing domestic RE such as solar, wind, and hydropower" was ranked first at 45.4%. This indicates a strong expectation for domestic energy production.

3 This summer, 60% want to "review their electricity provider"

Reflecting this heightened awareness, a total of 60.4% of respondents stated they "have already reviewed," "are specifically considering reviewing," or "want to consider reviewing" their current electricity provider and plan. Against the backdrop of energy concerns, there is a growing movement to "review one's own electricity contract."

4 Selection criteria are solely "price"; "environmental consideration" and "long-term stable energy" are for 1 in 5 people

"Low electricity prices" was the overwhelming top criterion when reviewing electricity providers and plans, chosen by approximately 81% (754 people). On the other hand, those who prioritize "environmental consideration" (188 people) and "the ratio of long-term stable energy" (169 people) were each around 20%. Despite the growing expectation for domestic RE, individual selection criteria are still heavily biased towards price, creating a gap between expectations and actions.

5 "Information barriers" are the reason for not switching electricity

74.1% expressed a high willingness to use environmentally friendly electricity, such as RE. However, only 7.4% are actually using it, indicating a low adoption rate. Reasons for not using it include "no dissatisfaction with the current electricity provider" (289 people), "think it will be more expensive" (286 people), and "concerns about stable supply" (248 people), followed by "don't know how to proceed" (236 people), "don't know if it's truly good for the environment" (172 people), and "don't know the RE providers" (157 people). In addition to price, supply concerns, and the hassle of procedures, "information barriers" such as "not knowing or understanding" were also highlighted.

From UPDATER

This survey revealed that over 80% are aware of the risks of imported energy dependence due to geopolitical risks, and the most common proposed solution is to "increase domestic RE." Now, 15 years after the full liberalization of electricity retail, 60% of people are considering reviewing their electricity plans, indicating that switching plans is becoming a viable option. In this context, over 60% of respondents expressed an intention to choose electricity where the power producer and region are identifiable, such as that offered by UPDATER (Minna Denryoku), suggesting a growing need for transparency and choice in energy. On the other hand, overcoming hurdles such as "information barriers" that hinder actual action remains a significant challenge for the future, and we believe that communication with consumers, revitalization of existing communities, and increased points of contact are crucial.

Survey Overview

Survey Name: Energy Awareness and Behavior Survey

Organizer: UPDATER Inc.

Survey Period: June 16-24, 2026

Target Audience: 933 men and women nationwide (Breakdown: 540 female, 389 male, 4 other)

Survey Method: Internet survey

Accuracy: 95% confidence level, margin of error ± approx. 3.2%

Graphs: Single response = pie chart / Multiple response = bar graph. For multiple response questions, the total may exceed 933 people.

About Minna Denryoku

"Minna Denryoku" is a service that provides 100% RE*1 electricity sourced from renewable energy power plants nationwide as "visible electricity." A portion of the electricity bill (100 yen) from individual household users is used to "support" power producers and projects. This support cost is borne by Minna Denryoku without additional cost to the user.

Minna Denryoku: https://minden.co.jp/personal/ *1 By combining electricity derived from renewable energy with the environmental value of non-fossil fuel certificates designated for renewable energy, we supply 100% renewable energy electricity (CO2 emissions are also zero).

Minna Denryoku is implementing various initiatives to make environmentally conscious electricity choices more accessible and attractive. For details, please see the link below.

https://minden.co.jp/news/2026/06/01/10545

About UPDATER Inc.

Changed company name from Minna Denryoku Co., Ltd. on October 1, 2021. We provide services focused on traceability and transparency for corporations and individuals, and work to solve social issues. Our businesses include "Minna Denryoku," a decarbonization business that commercialized electricity traceability for the first time in the world; "Minna Works," which transforms the labor market through well-being; "Shift C," which evaluates and publicizes the ethicality of brands; "TADORi," an e-commerce platform where purchases can be made based on the background and stories of products; "Minna Shoten," which handles products that consider people, society, and the environment; and "Minna Daichi," which promotes behavioral change throughout society towards soil regeneration. We have received numerous awards and certifications, including the Prime Minister's Award at the 4th Japan SDGs Awards, CDP certification as a RE provider (one of only three companies in Japan), and B Corp certification as an energy provider.

UPDATER Inc. Company Overview

Location: 8F, Santa Towers Center Building, 2-11-22 Sangenjaya, Setagaya-ku, Tokyo

President and CEO: Eiji Oishi

Established: May 25, 2011

Capital: 153,825,500 yen (Additional paid-in capital: 197,739,500 yen) *As of December 19, 2025

Business Activities: Decarbonization business "Minna Denryoku," and SX services for well-being, biodiversity, etc.

Corporate Website: https://www.updater.co.jp/

Contact for Inquiries

<For Media Relations>

UPDATER Inc. Strategic Public Relations Department, Ueda/Hemmi

TEL: 03-6805-2228 (Reception hours: Weekdays 11:00 AM - 3:00 PM)

E-mail: pr@minden.co.jp