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Home»News»UK Government Employs Behavioural Insights Team to Promote Heat Pump Adoption.
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UK Government Employs Behavioural Insights Team to Promote Heat Pump Adoption.

Press RoomBy Press RoomJanuary 1, 2025
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Government Enlists Behavioral Experts to Combat Heat Pump Misinformation

The UK government has engaged the Behavioural Insights Team (BIT), a renowned "nudge unit," to counter misinformation surrounding heat pumps and boost their adoption. Heat pumps, which utilize electricity instead of gas, are considered crucial for decarbonizing homes and achieving the nation’s net-zero target by 2050. The government aims to install 600,000 heat pumps annually by 2028, but misleading information circulating in the media and from various stakeholders is hindering progress. The £100,000 contract awarded to BIT highlights the government’s concern about the pervasive nature of these inaccurate claims.

A key finding from unpublished research conducted by the Department for Energy, cited in the BIT contract, reveals a paradoxical relationship between perceived knowledge and acceptance of heat pumps. Individuals who self-reported higher levels of knowledge about heat pumps were less likely to desire one. Conversely, those who correctly answered a basic knowledge question demonstrated greater interest in adopting the technology. This suggests that misinformation, masquerading as knowledge, is fueling resistance to heat pumps. BIT is currently conducting a comprehensive survey to gauge public perception and media coverage, which will inform the government’s strategy to combat misinformation.

The contract explicitly acknowledges the spread of misleading information, citing examples like claims that heat pumps are noisy, expensive, unreliable, and ineffective in older homes. While acknowledging the validity of concerns about the initial cost of installation, the contract emphasizes that other claims are based on misconceptions, such as the belief that heat pumps are unsuitable for cold climates. The contract specifically references articles in the Daily Mail and the Daily Telegraph, highlighting the role of media in disseminating both accurate and inaccurate information. The contract notes that the online environment, rife with imbalanced and misleading claims, contributes significantly to the problem of misinformation.

While the contract doesn’t explicitly name the “stakeholders” propagating misinformation, former Conservative energy minister Martin Callanan previously accused vested interests in the gas boiler industry of obstructing the transition to cleaner alternatives. Reform UK, a political party leveraging an anti-net zero agenda, has also actively criticized heat pump technology, with its leader, Nigel Farage, voicing his opposition on GB News. Reform UK’s deputy leader, Richard Tice MP, has been particularly vocal in his criticism, dismissing heat pumps as ineffective for most homes. These instances illustrate the organized opposition to heat pump adoption.

Toby Park, head of climate, energy, and sustainability at BIT, acknowledges the challenge posed by negative perceptions, highlighting that while some skepticism stems from legitimate concerns like affordability, it often fails to consider the full picture, including available government grants. Other instances of skepticism are rooted in myths, such as the misconception that heat pumps are ineffective in cold weather. BIT’s expertise in behavioral science will be crucial in addressing these psychological barriers and promoting accurate information about heat pump technology.

Despite a record number of heat pump installations in the UK last year, the total number since January remains around 42,000, far below the targeted annual installation rate. The average cost of an air-source heat pump, including installation, is approximately £12,500, significantly higher than the cost of a gas boiler. However, the government offers a £7,500 grant to incentivize adoption. Experts maintain that heat pumps are suitable for most households, contrary to claims suggesting their limitations in older homes. Furthermore, heat pumps are significantly more efficient than gas boilers, converting one unit of electricity into 2.5-5 units of heat, highlighting their long-term cost-effectiveness and environmental benefits. The government’s collaboration with BIT underscores the importance of addressing misinformation and promoting accurate information to achieve its ambitious decarbonization goals.

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