“…In this paper, we explore the tension between the desire to save energy through investing in the fabric of the building, energy efficiency and microgeneration technologies and how this is reconciled with householders' images of desirable home life. The contradictions between environmental concern and a failure to curtail standards of living (Aro, 2017;Hitchings et al, 2015), including in the context of energy retrofitting homes (Judson & Maller, 2014;Maller & Horne, 2011;Maller et al, 2012), is not new. Indeed, scholars from sociology, anthropology, history, geography and socio-technical studies writing on energy and sustainable consumption have long evidenced that energy use is inherently social, and the materiality of the home co-evolves alongside changing perceptions of basic standards of living, ways of displaying social status, and notions of modernisation (Gram-Hanssen, 2014a;Haines & Mitchell, 2014;Kerr et al, 2018;Munro & Leather, 2000;Wilhite and Lutzenhiser, 1999;Wilson et al, 2018).…”