While variable renewable electricity generation is increasing, its cost-effective integration in the energy system remains a challenge: The electrification of consumption, from households to industries, is stagnating across Europe at around 23 %. The electrification of demand risks putting unnecessary strain on the system if it cannot be made more flexible. To support an increasingly intermittent energy system, peaks in electricity consumption must be avoided and electrified consumers rewarded for shifting demand to another time of the day. The session will present solid business models to support the flexible consumption of renewable electricity in homes, buildings and industries.