Scottish and Southern Energy (SSE) has unveiled a new initiative to encourage its energy customers to lower their gas and electricity consumption.
The energy supplier's "better plan" scheme is set to offer cash rewards from £15 to customers who lower their energy use over a year.
Customers are also supplied with a monitoring device to help them understand how much energy they are using and how much their usage is costing them.
Discussing the new scheme, SSE chief executive Ian Marchant said it may "seem odd" that an energy company is encouraging customers to lower their use of a product, but he felt long-term benefits would be felt by the move.
He explained: "It may seem odd for a company to be encouraging customers to consume less of its core product, but we believe it is the only way forward that is sustainable for our business and for society as a whole."
One of the UK's largest energy suppliers, SSE supplies gas and electricity to around eight million household and business customers.
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