Ep. 4 The Psychology of Energy Consumers
Glen Gordon, Unico Power - Episode 4
Written by: Amanda Rogers | · DEC · | March 12, 2025
The energy sector is undergoing a profound transformation, shifting from centralised grids to decentralised, customer-driven systems. At the forefront of this change is Glen Gordon, CEO of Unico Power, whose innovative approach to energy management and electric vehicle (EV) charging is reshaping how we think about power distribution.
“It’s not just about technology; it’s about understanding the value proposition for the customer,” Gordon explains. Since founding Unico Power in 2017, he has led the company with a focus on practical, scalable solutions that address real-world energy challenges.
The Shift in Energy Value Chains
Historically, utilities operated on a simple model: generate electricity in large power plants, distribute it across vast networks, and charge consumers based on usage. However, this model is becoming obsolete as prosumers (those who both produce and consume energy) reshape the landscape.
“The biggest shift isn’t just about generating cleaner energy,” Gordon notes. “It’s about optimising how and when we use it.”
Key changes include:
Decentralised Energy (DE): More homes and businesses are generating their own power through solar, wind, and battery storage.
Demand-Side Management (DSM): Consumers are becoming active participants, adjusting their energy use based on supply availability and cost.
New Tariff Structures: Utilities are introducing dynamic pricing models to better manage peak demand and supply fluctuations.
The Rise of Prosumers and the Customer-Centric Model
Gordon emphasises that the most critical stakeholder in the energy transition is the end customer. Government mandates and corporate policies can set the stage, but it’s the consumer who ultimately drives adoption.
“You can’t force people to change through regulation alone,” he says. “The key is to create solutions that people actually want because they see the value.”
Unico Power’s development philosophy reflects this customer-first mindset:
Focus on Value: Instead of asking, “What can we build?” the team asks, “What should we build that delivers real value?”
Agility Over Perfection: The company prioritises rapid deployment and iterative improvements over lengthy development cycles.
Scalable Solutions: Products are designed with practicality in mind—technically feasible, cost-effective, and scalable.
The Role of Decentralised Energy in a Resilient Future
Decentralised energy is no longer a futuristic concept; it’s a practical necessity. As grids face increasing strain from EVs, electric heating, and renewable integration, localised energy solutions offer critical benefits:
Grid Resilience: Microgrids and home battery storage provide backup power during outages, reducing dependence on centralised infrastructure.
Cost Efficiency: By reducing peak demand and deferring infrastructure upgrades, DE can lower overall system costs.
Faster Deployment: Unlike large-scale power plants, decentralised systems can be implemented quickly, adapting to changing energy needs.
However, Gordon cautions that the transition isn’t without challenges.
“The biggest barrier isn’t the technology—it’s the psychology,” he observes. “People resist change, especially when it challenges long-held assumptions about how energy should work.”
Overcoming Barriers: Regulation, Perception, and Value Alignment
While technological hurdles are diminishing, regulatory inertia remains a significant obstacle. Gordon argues that true progress requires independent oversight beyond traditional utility commissions.
“Utilities aren’t incentivised to disrupt their own business models,” he explains. “We need regulatory frameworks that prioritise societal benefits over corporate profits.”
Key strategies include:
Mandated Demand-Side Management: Encouraging utilities to adopt DSM programmes that actively engage consumers.
Incentives for Decentralisation: Federal carbon credits and other financial mechanisms can make DE more attractive.
Clear Value Propositions: Products must offer tangible benefits—cost savings, convenience, or improved resilience—to drive adoption.
Unico Power’s Innovations: Bridging the Gap Between Technology and Value
Unico Power has made significant strides in energy management, particularly in the EV sector. Their products address real-world challenges, such as limited electrical capacity in homes, condominiums and distribution systems, as well as the complexities of managing EV charging at scale. The largest bottleneck, and the one that absolutely can’t be managed without DSM is the local transformer service buildings and homes.
Key Innovations Include:
Home EV Charging Solutions: Designed for homes with limited electrical capacity, reducing the need for costly panel or service upgrades.
Intelligent Energy Management Systems: Software-driven solutions that optimise energy use, integrating seamlessly with existing infrastructure.
Sustainability Through Practicality: Unico focuses on solutions that are not only environmentally friendly but also economically viable for consumers.
The Importance of Practical Sustainability
For Gordon, sustainability isn’t just a buzzword; it’s a guiding principle grounded in practicality.
“It has to be scalable, impactful, and affordable,” he asserts. “If a solution isn’t practical for widespread adoption, it won’t drive meaningful change.”
This pragmatic approach extends to Unico Power’s internal operations, with sustainability integrated into product design, supply chain decisions, and future growth strategies.
The Path Forward: Challenges and Opportunities
Looking ahead, Gordon identifies two critical focus areas:
Customer Success: Ensuring long-term satisfaction and support is vital for retaining customers and driving word-of-mouth and reputational growth. Poor Lifecyle support is the biggest issue with EV charging in public and multi-unit spaces.
Regulatory Evolution: Stronger policies are needed to support decentralised energy, including incentives for demand-side management and clearer pathways for integration with existing grids.
Conclusion: The Future of Energy is Decentralised and Customer-Driven
Glen Gordon’s insights underscore a fundamental truth: the energy transition isn’t just about new technologies—it’s about reshaping how we think about, use, and value energy. By focusing on customer-centric solutions, practical sustainability, and regulatory reform, companies like Unico Power are paving the way for a resilient, decentralised energy future.
“At the end of the day, the most valuable stakeholder is the customer,” Gordon concludes. “If we can align technology, policy, and value with what people actually want, the transition will take care of itself.”
