In France, a viral social media trend known as the 'first to turn on the heater loses' challenge has emerged, reflecting the severe financial struggles families face regarding energy costs this winter. Young users on platforms like TikTok and X share videos of themselves bundled in winter gear, challenging peers to maintain their thermal resistance without turning on radiators. Participants often cite the shock of utility bill regularizations—some reaching 600 euros—as motivation to delay switching on heat. [1]
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