From panic to planned: Why homeowners and the government need a boiler retirement plan
We are grateful to the MCS Foundation for supporting some of the research and marketing activities in this project
Executive summary
An unexpectedly cold bedroom and a freezing shower is often a sure sign that something has gone wrong with your boiler and it’s time to make some urgent calls to get it fixed or replaced. It’s an experience that no one enjoys, but Which? research suggests that only one in four homeowners with older boilers are planning ahead for when their boiler stops working. More surprisingly, half of the homeowners we surveyed with a boiler that is already showing signs of wear and tear, still have no plans for its replacement.
As a result, many homeowners face the stress, inconvenience, and unexpected expense of making a last-minute purchase. Our research shows that failing to plan ahead doubles the risk of an emergency replacement. Homeowners making an emergency replacement are three times more likely to wait over a day for their heating to be restored and these purchases are more likely to occur in the colder months of winter. They are also less likely to schedule additional work that could save them money over time.
Beyond these immediate everyday concerns, last minute boiler purchases are also hampering the UK’s transition to net zero. Home heating currently accounts for 18% of UK carbon emissions [1], and in order to reach the UK’s 2050 net zero commitment, homes will have to switch from fossil fuel gas and oil boilers to low carbon electrified heating, such as a heat pump.
Currently only 2% of UK households own a heat pump [2] and whilst the number of installations is increasing quickly, many homeowners are wary of a technology that they are unfamiliar with. In our survey, three in four (76%) homeowners with older boilers told us that if their boiler broke down tomorrow, they'd stick with what they know and choose another gas boiler, while only a small group (15%) say they would consider making the switch to a heat pump.
However amongst the homeowners we surveyed with new heating systems that did some initial research, more than a third (35%) said they actively considered installing a heat pump. If this group came across heat pump information during their research (n=92), consideration jumped dramatically with 85% saying they would consider a heat pump.
Finally, our survey found that more than two thirds (68%) of homeowners with older heating systems (8+ years old) had not received any advice or guidance on replacing them. This suggests that there is an important opportunity to help homeowners avoid the stress, discomfort and unexpected cost of a last minute boiler purchase. There is also an opportunity to inform homeowners about low carbon heating at a time when they are considering the future heating options for their home.
Figure 1: Homeowners behaviour to planning boiler upgrades and solutions
This Autumn, Which? will be running an awareness campaign to support homeowners to plan ahead for the retirement of their boiler and giving them access to information and advice about their heating options. We will also run a second phase in Spring when homeowners typically think about home renovations. We will share the lessons from our campaign with the government and other stakeholders to support their efforts to help homeowners plan and avoid the stress and inconvenience of an emergency boiler replacement and give them the opportunity to properly consider low carbon heating.
Introduction
Heating provides consumers with an essential service, keeping homes warm and comfortable in the colder months. However as heating systems get older they inevitably develop faults and eventually need replacing.
According to our annual boiler survey which asks consumers about the reliability of their boilers, as well as surveys by government, [3] a significant proportion of homeowners do not plan ahead for the replacement of an old boiler. As a result homeowners have to make a last minute purchase when their boiler stops working. Generally ‘distress’ purchases have poorer outcomes for consumers as they don’t have the time to consider their options. In the case of replacing a boiler, there is obviously also the risk of having to manage without heating and hot water and make a large financial purchase which adds to the pressure on households.
Beyond these immediate impacts on households, we were also concerned that homeowners' lack of planning for the replacement of their boiler is having an impact on their ability to consider new low carbon forms of heating. Home heating currently accounts for 18% of UK carbon emissions and the Climate Change Committee [4] recommends that half of UK homes will need to have switched to a low carbon heat pump by 2040 to meet its net zero commitments. Whilst heat pump installations are increasing, they are still far from the level required to meet this target. We wanted to understand to what extent providing consumers with information about low carbon heating when they are considering replacing an old boiler, might increase their consideration of installing a low carbon system.
To better understand homeowners experiences we conducted two surveys, one involving homeowners with older heating systems, and the second with homeowners that had purchased a heating system in the last two years. In this report we set out our findings from the two surveys and the implications for homeowners and the government. Chapter 1 outlines the methodology. Chapter 2 presents findings from homeowners with heating systems aged eight years or more, based on our first survey. Chapter 3 looks at homeowners who upgraded their heating system within the last two years, highlighting the impact of planning ahead when making those decisions. Chapter 4 considers the implications of our findings for government, businesses, and Which?’s own plans for supporting homeowners to plan for boiler replacements.
Methodology
To explore people’s experiences with home heating systems, we carried out two surveys. The first focused on how homeowners approach their ageing systems (Survey 1), while the second examined what happens when they replace them - whether as emergencies or planned upgrades (survey 2). Together, these surveys helped us uncover important differences in how people make decisions and the impact that this has on their options, including whether they consider low-carbon technologies such as heat pumps.
Survey 1: Old heating systems
We worked with Yonder to carry out a nationally representative online survey of 2,787 UK adults aged 18+ between 13th and 17th June 2025. Within this initial group, we identified and surveyed 938 homeowners with a heating system aged eight years or more. Homeowners were defined as those who owned a property outright or those with a mortgage.
We defined “older” heating systems as eight years or more, aligning with industry guidance that suggests the typical lifespan of a boiler is between 10 and 15 years [5].Targeting this group allowed us to capture insights from homeowners who were more likely to be considering a replacement soon. This ensured our findings accurately reflected the experiences and considerations associated with ageing heating systems.
Of those surveyed, the majority of homeowners had an old gas boiler (87%), and a few had an oil boiler (9%), an electric boiler (4%) and an LPG boiler (1%).
Survey 2: Updated heating systems
We also surveyed 5,463 UK adults during the same period. From this nationally representative group, we identified and surveyed 1,077 homeowners who had replaced or upgraded their heating system in the past two years (since June 2023).
Expert opinions from the heating industry
We carried out an informal insight gathering exercise with thirteen installers from our Trusted Traders network. The installers had experience installing a range of heating systems including gas, oil and electric systems. We also conducted in-depth interviews with three installers from the Heating Trades Network that install heat pumps. This qualitative input offered contextual understanding and illustrated the experiences of installers, complementing the survey responses. These expert opinions were gathered in August 2025.
How homeowners approach boiler replacements
Key Insights from homeowners with older heating systems
- Most homeowners don’t plan for boiler replacement. Three in four (75%) of homeowners surveyed with older heating systems had made no plans.
- Even when their system shows wear and tear - more than half (53%) have not made any preparations for replacing their boiler.
- Many homeowners adopt a wait-and-see approach. A quarter (27%) say they would simply wait until their system breaks before acting.
- Early intervention can prevent disruption. Installers confirm that minor issues, if caught early, often need simple repairs rather than a full replacement.
- Information gaps are a barrier to planning. Over two-thirds (68%) of homeowners haven’t received guidance on replacing older heating systems, meaning many missed opportunities to act before emergencies occur and fully consider alternatives.
An old heating system can be a ticking time bomb for many households, causing unexpected breakdowns and higher energy costs as it starts to work less efficiently. To understand how homeowners are managing their older heating systems, we surveyed 938 homeowners with a heating system aged eight years or more. Among these households, just over a third (35%) had systems aged between 8 and 10 years old, while nearly two thirds (65%) were living with a system more than 10 years old.
We believe that eight years is the point when it becomes sensible for homeowners to start thinking about a replacement plan for their boiler, though this will vary depending on the boiler and whether it has been regularly serviced [6]. At this stage, homeowners don’t necessarily need a detailed plan, but starting to explore options - for example, by speaking to an engineer during a service or seeking advice online - can make a real difference. Without forward planning, households risk facing emergency breakdowns that are more disruptive, involve longer waits, and can limit the choices available. By contrast, preparing in advance helps people avoid those harms and gives them more control over their replacement options.
Older systems are often kept running until problems appear
We found that many households are living with older heating systems that may not be performing optimally. Most homeowners surveyed (83%) said their older system was still working well. However, around one in six (17%) admitted theirs was showing signs of wear and tear from poor efficiency to more serious problems.
Early intervention can prevent small issues and inefficiencies from becoming a major problem. Installers in our Trusted Trader survey stressed that what appears to be a boiler fault (or breakdown) can often be resolved with a simpler repair, avoiding the disruption and cost of a last-minute replacement. As one installer explained:
“Just because your heating and hot water starts playing up, doesn't necessarily mean the boiler itself needs repairs or replacing, there's often several other components that could be at fault” (Trusted Trader installer, Sussex)
Regular servicing is one of the simplest ways to keep older heating systems running efficiently and to catch problems before they escalate. Which? recommends that homeowners should service their boiler annually [7], yet our research shows that not all homeowners are able to do this every year. Six in 10 (60%) told us they service their older system annually, but a third (31%) do not, with some taking a ‘wait-and-see’ approach (14%) and others never servicing at all (7%). For many households, this is understandable: servicing can be costly, and arranging an appointment takes time and effort on top of busy lives. However, this tendency to sit on small issues means problems are left to worsen, until the only option is to replace their heating system entirely. Across our expert opinions, installers told us that replacing the heating system is often avoidable. What looks like a failing boiler may simply need a minor repair if caught early. As one installer explained:
“They want it replaced or fixed the same day [...]. They often say it's been doing "that" for months! Please call when it starts doing "that" !” (Trusted Trader installer, Middlesex)
Prolonging the life of an older boiler through regular maintenance can be a more cost-effective and sustainable approach, particularly if it gives the homeowner time to plan for a more efficient or low carbon option.
Planning ahead is a rarity
The pattern of delaying and putting things off doesn’t stop at servicing. We also see this behaviour with replacement planning. Three in four (75%) homeowners surveyed said they had made no plans for replacing their older heating system (see Figure 2).
Figure 2: Preparation homeowners took for replacing their older heating system (8+ years)
Our research shows that planning ahead is rare. A small number of homeowners had taken proactive steps to plan in advance, such as setting money aside (7%), researching heating systems (6%) or looking into different boiler types (5%). For the majority, however, planning simply isn’t happening, even when their heating system is older and the risk of breakdown is higher.
How well their system is working can shape homeowners decisions. Our research shows that two thirds (66%) of homeowners with older systems weren’t planning because they believe their heating still worked well. For most, this aligns with earlier responses about its condition, but a small minority (6%) had already reported problems - suggesting denial, or a belief they can manage despite the inefficiencies. Some people were also less concerned because they have boiler cover in place (16%).
Others were taking a more reactive stance. One in four (27%) told us they preferred to wait until their boiler breaks down before taking action. This ‘wait-and-see’ approach is a behaviour that appeared a few times in our survey data. From a behavioural perspective, it is not surprising - people often put off planning for problems they can’t yet see. This reflects optimism bias (“it won’t happen to me”) and present bias (valuing avoiding hassle or cost now over planning ahead). Yet it leaves households at risk of unexpected disruption and the need for unplanned, emergency replacements.
Even signs of trouble don’t always prompt action
We do see some homeowners respond to signs of trouble. When we looked more closely at the homeowners whose older heating systems were already showing signs of wear and tear, we found they were twice as likely to be making preparations compared with those whose system was working well. This is reassuring, as it shows that some people are responding when they recognise there is a problem (see Figure 3).
Figure 3: Steps homeowners took to prepare for replacing their older heating system (8+ years) - split by system working work/not well
More than half (53%) of those who know their system was showing wear and tear have made no plans for replacement; so leaving them exposed. Even when a problem was evident, many households were continuing to wait and see, putting themselves at risk of stressful last-minute decisions if, or when, their heating eventually fails (see Figure 2).
Guidance could help homeowners act earlier
Industry stakeholders confirmed the picture. We spoke to stakeholders in the heating industry and they told us that homeowners tend not to give much thought to their heating, as long as it was working well and they can afford the bills. This, combined with a natural tendency to avoid dealing with issues that feel difficult or costly, may explain why homeowners do not plan ahead, even when their boiler shows signs of needing replacement. Behavioural science suggests this is a common human response: the ‘ostrich effect’ describes the tendency to ignore or avoid information perceived as stressful, even when addressing it early could prevent bigger problems [8]. Recognising that non-planning is a normal response helps shift the focus from blaming homeowners to designing systems and support that make it easier for people to take timely action.
Homeowners need timely guidance to plan ahead effectively. If they are to avoid last-minute replacements and disruption, information and advice must be accessible and relevant to their needs. However, more than two-thirds (68%) of homeowners surveyed told us they had not received any guidance on when or how to replace their older heating system. Given the age of many boilers, these households would be prime candidates for clear advice on their next steps and supporting the move to low carbon alternatives. Only around one in five (18%) said they had been given information from their heating engineer.
Key takeaway
Homeowners with older boilers do not always regularly get them serviced and don’t have plans for when they may need to replace them. More than two thirds haven’t received any advice on replacing their heating system
The impact on homeowners: panic or planning
Key insights from homeowners who have upgraded their heating system in the last two years
- Not planning ahead doubles the risk of an emergency replacement. Homeowners who don’t plan are twice as likely to face emergency replacement (39%) compared to those who plan (19%).
- Planned upgrades improve control and choice. Planning allows households to replace their system on their own terms, explore alternative heating options, and consider low-carbon solutions like heat pumps.
- Time pressure limits choices. Many homeowners couldn't act quickly enough, restricting options and causing frustration.
- Longer disruption. Emergencies left homeowners without heating and hot water for longer (often 2-3 days) compared with planned upgrades (usually sorted within 24 hours).
- Emotional and practical impact. Emergencies disrupt routines, increase stress, and and can lead to extra costs, such as temporary heating solutions.
Building on the previous chapter, we next looked at what happens when homeowners replace or upgrade their heating system. To explore this, we surveyed 1,077 homeowners who had replaced or upgraded their heating system in the last two years (since June 2023). The survey focused on whether replacements and upgrades were planned or last-minute and the consequences of each.
Last-minute replacements were not only stressful, they limited options and often forced less considered choices, including missed opportunities to improve energy efficiency. These experiences also have wider implications: reliance on emergency replacements can slow progress towards the government’s low carbon-heating goals, as rushed decisions reduce the likelihood of adopting technologies such as heat pumps.
Planning ahead reduces emergency replacements
Our findings showed that not planning ahead can double the risk of an emergency replacement. Among homeowners surveyed who had recently replaced their heating systems, those who did not plan were about twice as likely to face an emergency situation (39%) compared with those who had made plans (19%).
We found that planning ahead increases the likelihood that homeowners can replace their heating system on their own terms, weight up options, and make informed choices. Those who planned beforehand were twice as likely to consider different heating systems (21% vs 11%), and were more likely to explore switching to a heat pump (5% vs 1%). These figures may look small, but the gap was statistically significant, highlighting how even modest levels of preparation can improve the chances of moving towards low-carbon heating.
Emergency replacements peak in winter
Boiler failures often create time pressures for households, particularly in winter when heating and hot water are essential. Our survey showed that emergency replacements were most likely to happen in the winter, with a third (33%) of emergency replacements happening then, compared to 23% of non-emergencies. In contrast, we found that planned replacements tended to happen in warmer months, peaking in the Spring (28%) and Summer (25%).
Our Trusted Trader installers, told us that most installations happen between October and December, with the second busiest period being January to March. They told us they see significantly fewer new boiler installations in the Spring and Summer. This matters because unexpected winter boiler failures can leave households without heating and hot water when they need it most, leaving them under greater pressure to get their heating fixed at a time where installers are in highest demand and harder to book.
Securing an installer can be challenging in emergencies
Our research shows that homeowners needing a last-minute replacement often struggled to find an installer. This is a problem that is made worse in winter when demand for emergency work and routine servicing peaks. Those caught short were twice as likely to struggle to secure an installer at short notice (15% versus 8% from planners) and three times more likely to feel out of control of the process (9% versus 3% from planners). They were also less likely to explore alternatives such as heat pumps (4% versus 10% from planners). Installers that we spoke to noted that last-minute replacements can limit the quality of advice and options available:
“Needing a boiler or heating system installed at the last minute can be stressful, especially in cold weather or with young children at home. Homeowners often have little time to research, compare options, or plan for the cost.” (Trusted Trader installer, Croydon)
“Homeowners often get pushed into companies that have availability and promise next day. This is not great as they don’t get the correct advice as to what is best for them and their household.” (Trusted Trader installer, Cheltenham)
Longer waits and disruption for homeowners
These pressures to secure an installer often translated into longer waits without heating or hot water. For most planned upgrades, the problem was resolved within 24 hours (73%). But in emergencies, nearly three times as many households were left waiting longer than a day (63%) compared to those who planned (22%). The most common delay was two to three days (28%) for those surveyed who replaced or upgraded in an emergency.
These waits created real disruption for those who had to replace or upgrade their system in an emergency. Only a quarter (23%) of households who upgraded in an emergency said they managed the process without experiencing any problems. The rest reported difficulties ranging from disrupted routines (29%), the discomfort of living without heating and hot water (29%) to having to heat water manually for washing and cleaning (27%).
The emotional toll was also noticeable for those experiencing an emergency. Twice as many homeowners surveyed reported that an emergency replacement had taken a strain on their wellbeing (61%) compared with those who upgraded under non-emergency circumstances (32%). Homeowners in emergencies also described feeling a loss of control (20%), worrying about their household’s health and wellbeing (17%), or being forced to spend money they could not easily afford on temporary heaters and hot water solutions (12%). For example, some might have bought temporary heaters or paid for pool or gym passes to access showers.
Planning improves upgrade and replacement experience
Planning ahead, by contrast, gave the households surveyed a better overall experience (even if they still ended up in an emergency situation). It eased decision-making, reduced stress, and gave them more space to consider alternatives.
Planning also influenced costs, though not in the way we expected. We hypothesised emergencies would push homeowners to spend more, as last-minute decisions often come at a higher cost. However, our research showed that homeowners surveyed who planned their upgrade or replacement tended to spend slightly more on average compared to those in an emergency (median £3,000 vs £2,500 respectively). Expert interviews with installers suggested this was because planning ahead created opportunities to make improvements to the heating system that may not be possible with a last-minute installation. Installers made the point that it is much easier to flush a heating system, change radiators or install heating controls when new heating is being installed. These improvements can make the system work more efficiently and save homeowners money in the long run.
Planning will help homeowners transition to a heat pump
Planning ahead becomes even more important when homeowners are considering low-carbon alternatives, such as replacing an old gas or oil boiler with a heat pump. Currently, if their boiler broke down tomorrow, most homeowners surveyed with older boilers told us they'd stick with what they know. Three in four (76%) would choose another gas boiler, while only a small group (15%) say they would consider making the switch to a heat pump. The findings reflect a common tendency to prefer familiar options and resist change, a phenomenon known as the ‘status quo bias’ [9].
However, amongst the group that did some initial research before installing a new heating system, more than a third (35%) said they actively considered installing a heat pump. This group was also more likely to consider other energy efficiency improvements such as installing solar panels (21%) and heating controls (15%).
This suggests that having a retirement boiler plan puts homeowners in a better position to consider and transition to a heat pump. Advance planning gives them the time to research their options, complete a heat loss survey, consider any additional work that may be needed, and if they decide to go ahead compare and choose the installer they want.
The installers we spoke to in our interviews highlighted that progress is being made to reduce the time it takes to install a heat pump. However, depending on the homeowner’s location and the type of property, there can still be longer waits due to the limited number of installers in certain areas. Unlike the situation for boiler installers, heat pump installers told us that their work is not seasonal and is spread fairly evenly across the year. The level of demand for heat pumps and the relative lack of heat pump installers usually means that they are busy throughout the year.
Accessing information increases consideration of heat pumps
Homeowners that have recently installed new heating were split on heat pumps: just under half (44%) said they would consider one, while just over half (53%) said they would not. However, among those who came across heat pump information during their research (n=92), consideration jumped dramatically with 85% who said they would consider a heat pump, compared with just 15% who would not. Providing timely, impartial information and guidance could help homeowners make more informed decisions and increase uptake of heat pumps, particularly when they have the opportunity to plan ahead.
Key Takeaway
Not planning ahead doubles the risk of an emergency heating replacement, leaving households with fewer options, longer waits, and greater stress. Emergencies often mean disrupted routines, unexpected costs, and a reduced chance of switching to low-carbon heating. By contrast, planning gives homeowners more control and better outcomes, even if problems still arise. It also increases the likelihood homeowners consider low carbon options and this likelihood increases if they access information about heat pumps as part of their research.
The impact on government plans for home heating
Key messages
- The government's approach to encouraging heat pump adoption is to make heat pumps more attractive so homeowners choose to install a heat pump as and when their old heating needs replacing.
- Currently most homeowners would stick with the heating system they know. However those that do some initial research are more likely to consider a heat pump.
- If homeowners access information and advice about heat pumps as part of their research they are more likely to consider installing one.
- Planning ahead will also help to address practical issues around the amount of time required to install a heat pump.
In order to meet the UK’s legal commitment to reach net zero by 2050, practically all UK homes will need to switch from fossil fuel heating systems, such as oil and gas, to a low carbon electrified heating system, such as a heat pump [10]. In their 2025 Progress Report to Parliament [11], the Climate Change Committee (CCC) noted that there was a 56% increase in heat pump installations in 2024, but numbers are still low in absolute terms. If the UK is to meet its 2050 net zero target, the CCC recommends that the rate of installations needs to increase dramatically so that half of UK homes have a heat pump by 2040 .
To date the government has not introduced any requirements for homeowners to switch to electrified heating in existing homes. Instead, the government has said that it will make heat pumps more attractive by providing grants to help with the upfront cost of a heat pump and reducing other barriers to their adoption [11].
If the government is successful in this approach then it would be expected that more homeowners will start to choose to install heat pumps as and when their old heating system needs replacing. However, even with greater incentives, heat pumps will still be a relatively new product for many homeowners and many are likely to need time to think about how a heat pump might work in their home.
Our research suggests that increasing the time that consumers have to consider their heating options and providing information and advice about heat pumps will increase the number of homeowners that consider installing one. However, there are some important caveats.
Where homeowners access information and advice is likely to have a significant influence on their perception of different heating systems. Our research from homeowners who upgraded their system in the last two years, shows that more than a third (35%) surveyed sought advice from heating engineers. As most UK homeowners currently have a gas or oil boiler, the heating engineers homeowners are most likely to contact will specialise in these heating systems, and will have limited experience of heat pumps. If they only install gas or oil boilers they will also have a commercial incentive to encourage homeowners to continue with the heating fuel they are currently using.
After heating engineers, the group that the homeowners we surveyed were most likely to consult were friends and family, with a quarter (25%) seeking advice from this group. Given only 2% of households have a heat pump in the UK and the low levels of awareness [13] this group is also unlikely to have significant knowledge or experience of heat pumps.
It’s also important to note that although increased consideration of heat pumps will be an important step forward in increasing switching, our surveys have shown that the upfront costs, concerns about running costs and the suitability of a heat pump for their home, are also major barriers that may prevent a homeowner moving from consideration to installation [14]. Positively though, planning ahead will help with the very practical barrier of not having enough time to arrange for a heat pump to be installed. Six in 10 of the homeowners we surveyed said that difficulty installing a heat pump quickly was a barrier for them.
What can the government and businesses do?
Our research shows that there are clear benefits for homeowners in planning ahead for the replacement of an older gas or oil boiler. It reduces the risk of a last minute purchase and the stress and inconvenience that can involve, and it gives homeowners the opportunity to properly consider other heating options such as a heat pump. If homeowners see information and advice about heat pumps as part of their research, they are also significantly more likely to consider switching to a heat pump as a potential replacement for their boiler.
The replacement of an old heating system is an obvious trigger point for engaging homeowners in considering a switch to low carbon heating such as a heat pump. As such, communication with homeowners at this time should be part of the government’s strategy for cutting carbon emissions from home heating, and part of boiler manufacturers’ strategy for meeting their targets under the Clean Heat Market Mechanism.
Most manufacturers and energy providers are already advertising heat pumps and as a result if homeowners do some research they are likely to see this information. However at present, a significant proportion of homeowners are not planning ahead, or not planning ahead sufficiently to properly consider this information and act on it.
Engaging the ‘early majority’
The innovation adoption curve [15] is an established model for understanding the adoption of new technologies such as heat pumps. The model identifies five groups of consumers (innovators, early adopters, early majority, late majority and laggards) based on when they are likely to adopt new technology.
The relatively low number of heat pumps currently installed in the UK suggests that heat pump adoption is currently in the early phases of the innovation adoption curve. Heat pump installers we spoke to from the Heating Trades Network described how most households that are currently installing heat pumps are keen on new technology and willing to undertake their own research, which are the typical characteristics of early adopters.
In order to significantly increase heat pump adoption, many more consumers will need to start considering a heat pump. However it's likely that the early majority, late majority and laggards will be more cautious and exhibit present bias and loss aversion compared to early adopters. This may mean they are more likely to be reluctant to invest time and effort in planning ahead and more cautious about making a change from the familiarity of a gas or oil boiler to a technology they perceive as risky.
There isn’t an easy answer for overcoming homeowners' instincts to avoid the effort of planning and their caution about innovation, but if the government and businesses are to support the ‘early majority’ and ‘late majority’ to switch to heat pumps, actions that make it easier for them to switch and that provide greater reassurance are likely to be effective. This could be achieved by identifying times when homeowners are more likely to be thinking about their heating and providing easy routes to good quality information and advice. Engaging homeowners sufficiently ahead of the point where they need to make a decision about changing their heating so they have time to properly assess their choices is also likely to be more effective.
To some extent the late majority and laggards will also be reassured by seeing more heat pumps in use. As the adoption of heat pumps increases, they are much more likely to have friends, family or neighbours that have a heat pump, which will make the technology more familiar and give them a greater sense that the technology is tried and tested. They may therefore need less reassurance in the form of information and advice, but will still need time to make practical arrangements for a heat pump to be installed.
Supporting homeowners to plan ahead
The stakeholders we spoke to in the heating sector were very aware that most homeowners gave their heating very little thought as long as it is working and they can afford their energy bills. So the challenge for government, businesses and other organisations is how to most effectively prompt these homeowners to plan ahead for the replacement of their boiler.
There have already been a number of proposals for how government and industry can encourage homeowners to plan ahead. These include commercial promotions to encourage regular servicing of boilers, using data from the Gas Safe register to identify homeowners with older boilers [16], and including a heating metric in Energy Performance Certificates [17].
Over the next months, Which? will be using awareness campaigns to encourage consumers to plan ahead. We'll be running different social media messages, each one focused on a specific motivation for a homeowner to improve their heating. We hope this will be a valuable tool to complement existing initiatives.
The communications will run in early Autumn and early Spring as traffic to Which?'s online advice pages suggest that these weeks are just ahead of the times when homeowners start to think about their heating; either as a result of colder weather in the Autumn, or as they think about home improvements in the Spring that might involve changes to their heating system . As part of the project we will share the lessons we draw from these awareness campaigns with other stakeholders to support their efforts to engage homeowners in choosing the best heating choices for their home.