Achieving carbon neutral goals requires the rapid decarbonisation, digitalisation, and decentralisation of our increasingly interconnected energy systems around the world. In light of the new possibilities offered by big-data-driven smart grid technological developments, most notably smart meters, the importance of engaging households in energy saving, shifting demand to off-peak time, and producing renewable electricity for their own use has attracted growing attention worldwide. However, existing government policies and economic incentives are not sufficient to foster household energy behavioural changes at scale. Socio-cultural factors, in particular public distrust in smart energy data, appear to be a key barrier that holds households back from adopting more environmentally friendly energy behaviours.