Report

Cost, comfort and confidence: how the British population views heat pumps

This report from Nesta explores how British people view heat pumps.

There are low-carbon solutions already working in homes in this country, and heat pumps can play a major role. They are efficient and reliable – and proven. But compared to other countries in Europe, heat pumps are not very well known or understood in the UK.

While we are currently in the innovator adoption phase of heat pumps in this country, more support needs to be given to consumers to help them understand how heat pumps could work for them. Understanding what information consumers need and how to reach them with the right message at the right time is critical.

Tailoring communication to each household is key to helping residents take the next step towards installing a heat pump. However, not everyone is at the same point – nor is every householder in a position where they have agency to install a heat pump, such as those who live in rented accommodation. Motivations and barriers to installing heat pumps can also differ.

We wanted to gain a good understanding of how different segments of the population view heat pumps, so that we could develop relevant, tailored messages for each segment.