In France, a viral social media challenge known as the 'first to turn on the heater loses' contest reflects the severe struggle families face in paying for energy this winter. This trend highlights a harsh reality where affordability is the primary concern rather than comfort. According to data presented by the National Energy Ombudsman, 72% of households reduced their heating last winter to save money, a significant rise from 53% in 2020. Consequently, 35% of the population, and 53% of those under 35, suffered from cold temperatures for at least 24 hours. On social platforms like TikTok and X, young users share videos of themselves bundled in winter gear, challenging peers to maintain their thermal resistance, often citing the shock of regularizations—some reaching 600 euros—as motivation to delay switching on radiators. [1]
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