Most UK residents reject zonal pricing

A consumer survey, commissioned by Fairer Energy Future and conducted by SEC Newgate UK via the Yonder Data Solutions omnibus, asked a nationally representative group of over 2,000 UK residents about their attitudes towards energy pricing structures. As well as an overwhelming rejection of zonal pricing by respondents, the results highlighted concerns around the ‘fairness’ of a zonal energy structure, even in regions that would likely benefit the most from its introduction. The survey also asked residents the amount of money they’d need to save in order to consider moving for lower energy bills, finding the average to be much higher than the calculated savings from zonal pricing.

70%

of UK residents would prefer national pricing

Even in Scotland, 59% said they preferred national pricing, despite the fact the region would likely benefit the most from the introduction of zonal pricing.

Residents in other regions showed a significantly higher preference for national pricing:

  • South East: 75%

  • West Midlands: 75%

  • South West: 76%

  • London: 74%

Q: Which pricing system would you prefer to be used in the United Kingdom?

of consumers don’t think zonal pricing is ‘very fair’

85%

And that figure jumps to 90% amongst older people (65+), some of whom will have already been hit by a loss of their winter fuel payments.

Q: On a scale of 0 to 10, how fair do you think zonal Pricing is?

don’t class lower energy bills as an important factor to consider when moving

70%

In fact, it ranked 11th out of 13 factors that UK residents think are important to consider when moving home.

Factors like property size and proximity to schools, work and family ranked far higher. 

Q: Imagine you are considering moving home, what are the top 5 most important factors to consider when
choosing somewhere to live

£107

per month

Those who said they would consider moving to a different zone for lower energy bills would need to save an average of £107/month or £1,284/year – well above the calculated savings possible with zonal pricing.

Taking all moving factors into account (not just the potential of lower energy bills), 7 in 10 residents said they would only be willing to move within their local area, county or region, so likely wouldn’t save money, even if zonal pricing was introduced. 

Q: How much would you have to save on your energy bills per month to consider moving to an area with lower energy bills
Q: Imagine you are moving home, how far away would you be willing to move?
Source: Energy Pricing Omnibus Survey Results, 7th – 10th February 2025. Base: Total Respondents n=2075; dataset weighted to ensure full national representation.

Fairer Energy Future is a coalition of organisations who have come together to urge the government not to create unnecessary delays or drive up the cost of clean power by messing with the optimal plan.