05/08/2026
GreatBlue was proud to have our CEO, Michael Vigeant, invited to present at the 61st Annual Meeting hosted by Missouri River Energy Services (MRES).
Michael’s presentation, “Connecting with the Public Power Customer of the Future,” focused on the next generation of utility customers, adults ages 18–34, and the evolving expectations shaping the future of public power.
Drawing from insights gathered through MRES’s recent 2025–2026 customer research study and examined against broader national trends, the session explored what younger customers expect from their utilities, how utilities can better address growing demands around affordability, transparency, digital convenience, and innovation, and the communication strategies most effective in building engagement and trust with this generation.
One of the most compelling findings from the research: while the 18–34 age segment was the most supportive of the public power model nationally, they were also among the most difficult to satisfy when it came to innovation and awareness of utility programs and services, highlighting both a significant opportunity and challenge for the industry.
This year’s MRES Annual Meeting theme, “Connected by Purpose,” aligned closely with Michael’s presentation and the importance of strengthening relationships with the next generation of public power customers. As utilities continue to navigate industry transformation, understanding evolving customer expectations will be essential to fulfilling MRES’s mission of delivering reliable, cost-effective, community-focused energy services in a fiscally responsible and environmentally sensitive manner.
As Michael shared during the presentation: “The future of public power depends on more than reliability alone, it depends on connection, trust, and relevance with the next generation of customers. Research gives utilities the ability to move beyond assumptions, better understand evolving expectations, and build stronger long-term relationships with the communities they serve.”
GreatBlue is incredibly proud to serve as MRES’s longstanding research partner, and we are grateful for the opportunity to continue supporting their members with meaningful, data-driven insights that help strengthen the future of public power.
