In this article we examine energy-management practice in the Danish manufacturing industry. The paper addresses the following: To what extent is energy management put into practice in Danish industry? From which sources does Danish industry obtain its information about making improvements in energy management? Based upon the results of a telephone survey covering 304 Danish industrial firms and by use of our definition of the minimum requirements for energy management, we concluded that between 3% and 14% practice energy management. Inspiration to manage energy comes from many different sources, but the electricity utilities emerge as the main source of inspiration. This leads to a presentation of a statistical model synthesising two types of energy management and two potential avenues that can lead to improved energy management. One-size-fits-all is not appropriate when giving incentives for firms to practice improved energy management. Possible variations between industrial sectors are addressed.