Nowadays, the European electricity systems are evolving towards a generation mix that is more decentralised, less predictable and less dispatchable to operate. In this context, additional flexibility is expected to be provided by the demand side. Thus, how to engage consumers to participate in active demand response is becoming a pressing issue. This THINK report assesses how to realise this shift towards active consumers using a consumer-centred approach and does so from the perspective of contracts. On this basis, we recommend measures to be undertaken in the short-term, during the transition and in the long term, respectively, to achieve a full take-off of active demand response.