Countries around the world are transitioning away from fossil fuels to renewable energy sources to meet their Net Zero targets. While beneficial for the environment, this transition brings with it an important challenge: it is not (presently) possible to rapidly increase or decrease the generation of solar, wind and water power to meet existing fluctuations in demand. One solution to this problem is to encourage demand flexibility, which refers to the capability, motivation and willingness of consumers to adapt their energy usage in response to the needs of the grid.