Rethinking electricity demand-side response: Relational approaches to the challenge of residential flexibility in Italy

Residential electricity demand-side response remains a challenge when driven by market approaches. In contrast, some actors are advancing relational models that link flexibility to consumer-centric logics and broader social goals, with promising engagement results. In Italy, historically low consumer involvement poses barriers to adopting such models and hinders the development of a flexibility market. Based on qualitative analysis, this study examines how various institutional actors involved in experimental DSR projects reframe citizen engagement through more socially grounded approaches. Policy implications include recognising energy data access as a right, auditing contracted grid capacity, and fostering collaborative governance frameworks. • Techno-economic approaches to residential flexibility in Italy fall short of growing the market and meaningfully engaging users. • Relational strategies from foreign actors show strong potential in DSR by fostering trust, reciprocity and shared values. • High potential lies in hybrid strategies that merge market mechanisms with community-driven approaches for broader impact. • Flexibility linked to relational approaches holds strong potential to align market efficiency with a fair and just transition. • Compared to other contexts, Italian community organisations have had fewer opportunities to promote socially innovative DSR.