Consider all-electric homes. In 2024, just 36.7% of surveyed homebuyers said they would purchase one. In 2026, that number reached 73.4%. More than a third would pay a 5% to 10% premium for an all-electric home.
Battery storage may be an even bigger wake-up call. While builders report using battery storage less than 10% of the time, 56% of homeowners selected it as their top priority for making a home all-electric. Two years earlier, battery storage barely registered with respondents.
The motivations behind consumer decisions are changing as well. Nearly half of homeowners surveyed cite self-sufficiency as their primary motivation for solar, while builders still overwhelmingly believe homeowners are motivated by saving money. Similar gaps emerge around electrification, energy technologies, and resilience.
The 2026 COGNITION Energy Insights Report explores where consumer demand is moving, which technologies are gaining traction, how incentives are affecting adoption, and where builders may be missing emerging market opportunities.