Embracing Insights from the 2025 Energy Survey from Gray, Gray & Gray
At Vivid Propane Marketing, we always appreciate the insight Gray, Gray & Gray brings to the propane industry, and their 2025 Propane Industry Survey is no exception. This year’s report gives propane marketers and business owners a valuable snapshot of what is really happening across the industry, especially in staffing, efficiency, technology adoption, and long-term growth planning.
The big picture is encouraging. Dealer confidence remains high, with 88% of respondents saying they are confident or highly confident their company will remain a viable provider in the future. At the same time, the survey makes it clear that growth will not come from business as usual. Companies are being pushed to improve hiring, operate more efficiently, adopt better technology, and market themselves more clearly in their local markets.
Key Opportunities for Propane Marketers in 2026 & Beyond
Staffing Continues to Be the Biggest Challenge
Gray, Gray & Gray reports that the top challenge facing propane companies is still finding and retaining employees, followed by efficiency improvements and strategic or succession planning. Dealers are responding by investing more in retention. 54% increased wages to keep staff, while 10% offered bonuses.
New Technology Adoption is Growing
The survey shows that propane companies are beginning to invest in newer tools that can improve operations and customer experience. Only 19% say they have invested in AI so far, but 31% plan to do so within the next year. That signals strong interest in finding new ways to improve efficiency, service, and decision-making through technology.
Customer Loyalty Remains a Major Strength
The propane industry continues to benefit from long-standing relationships. According to the survey, 65% of customers have been with their propane provider for more than five years. New customers are often gained because of poor competitor service, customer referrals, and competitive sales efforts. On the loss side, lower prices from competitors and customer moves remain major factors.
What Does This Mean for You?
1. Recruitment marketing matters more than ever
Hiring cannot live only inside HR anymore. It needs marketing support. That means you need to be telling a stronger story about who they are as employers. Career pages, social media content, recruiting materials, and community visibility all help attract technicians, drivers, and customer service staff. Family-owned propane businesses have something powerful to offer: stability, community roots, and meaningful work. But that story needs to be communicated clearly and consistently.
2. New technology should support both service and growth
The survey shows that propane companies are paying closer attention to newer tools like AI, and that matters beyond internal operations. Technology can help reduce workload, improve response times, support better decision-making, and create a smoother customer experience. When your company embraces new technology in practical ways, it shows customers that your business is modern, responsive, and prepared to serve them well. It also helps support growth by making your team more efficient and freeing up time for higher-value work.
3. Loyalty should be marketed, not assumed
When 65% of customers have been with their provider for more than five years, that is not just a retention stat. It is a marketing asset. Long-term trust, referrals, and strong local reputation should show up in your messaging, reviews, testimonials, and customer communication.
4. Efficiency improvements should shape your messaging
Dealers are investing in routing, delivery planning, software, and back-office improvements for a reason. Efficiency protects margins and improves service. But many companies fail to turn those improvements into customer-facing value. If your business is improving routes, upgrading software, or finding smarter ways to serve customers, those are not just internal wins. They support stronger messaging around convenience, reliability, and responsiveness. Marketing should connect those operational improvements to what customers care about most.
When asked about the most effective strategy for growth, the top response was adding new customers in existing geography. That makes local visibility even more important. Companies that want to grow in the markets they already serve need to show up clearly online, communicate their value well, and make it easy for prospects to choose them.
Why Choose Vivid Propane Marketing?
At Vivid Propane Marketing, we are passionate about translating insights into action. The challenges and opportunities identified in the G3 Propane Results Survey align with our commitment to innovation and customer satisfaction. If you’re looking to tackle the issues highlighted in this survey, give Vivid Propane Marketing a try. Let us help you transform these insights into tangible results that not only drive your business forward but also carve a path for a sustainable and prosperous future in the propane industry.
