Misinformation Alert: Heat Pumps

There are many false or misleading narratives out there surrounding heat pumps. These usually undermine the efficiency of the products, or exaggerate the costs, further casting doubt on renewables as a viable solution and undermining climate communications in this space.

This article on misleading content is particularly relevant for organisations whose audience is likely to describe themselves as working class as well as the construction and energy sectors.

In this post, learn:

• What is going on? What narratives are at play, who is pushing them and how long it has been going on for
• Who is at risk? Which audiences are being targeted and why does this narrative resonate with them
• What are the facts? The truth and trusted sources we can use in communications
• How can we get ahead? Crafting messages that will make the truth stick for our audience

Despite the proposed reversal of the boiler ban, by the new secretary of Energy Security and Net Zero Ed Miliband, misleading content around heat pumps continues to spread online.

Whilst gas- and oil-fueled heating will no longer be banned by 2035, heat pumps remain an essential proponent of the Government's Warm Homes Plan and energy system reform. This has been injected with an extra £6.6 billion.

In Germany, we have witnessed the politicisation of heat pumps, with the populist movement winning votes to scrap rules on introducing heat pumps. Therefore, a successful implementation of the UK's policy and general uptake of the technology relies on positive public opinion.

The frame being pushed

The heat pump conversation supports the broader "Cost Of Net Zero" (CONZ) frame. This is a climate delay frame spread largely by certain media outlets and tabloids. But, divided opinions also exist within the energy and construction industry.

The Cost of Net Zero frame seeks to position the strategy as expensive, a waste of time, and a burden for ordinary people.

The heat pump conversation feeds into the wider discussion around Net Zero as the policy is being positioned and perceived to directly impact consumers' pockets.

The effectiveness of heat pumps is also being undermined. This means Persuadables are more likely to doubt them as a viable replacement to oil and gas boilers. Narratives vary from their 'unsuitability for many buildings', including flats or old homes, to their inability to work in the cold.

They are also being branded as a nuisance for being 'loud' and an 'eyesore'. Noise concerns started last year as a result of an audio emissions review commissioned by the Conservatives and presented at the Institute of Acoustics conference.

Lastly, infrastructure-related narratives surrounding the impact of heat pumps on the grid, threaten Persuadables with power outages and blackouts due to the rollout of the technology.

Which group is most at risk?

Misleading content around heat pumps is clever as there are different narratives that will resonate with different groups more efficiently. For instance, concerns about suitability for old homes and appearance might discourage Rural Dweller audiences, whereas price concerns will impact Urban Somewhere's in particular.

Due to where this misleading content is being circulated, readers of right-leaning news publications and construction workers are more likely to be at risk.

People-first

This type of misleading content about heat pumps is effective as it feeds into the wider "Cost of Net Zero" conversation, a salient frame they are likely to have encountered before.

It is particularly effective in the context of the cost of living crisis, which is affecting most Brits, but especially the poorest in society.

Heat pumps are also a confusing technology, and are relatively new to the UK market, meaning it's easy for myths and misleading narratives to spread about them.

Luckily, there are an increasing number of explainer resources propping up to help readers demystify them across central news sites like the BBC or impartial industry press. Despite this, it is clear we need more engaging, people-first stories on heat pumps to help the truth stick.

Efficient heat pumps can save everyday households money

Due to the volatility of gas and oil prices, which increase year on year more than electricity prices, a switch to heat pumps could shave hundreds off household bills. Whilst it will vary from home to home when replacing a G-rated boiler for a well-designed heat pump savings can be up to £340.

There are also various grants that can help landlords swap to a heat pump, like the Boiler Upgrade scheme in England and Wales or the Home Energy Fund in Scotland, offering up to £9000.

This article by the Energy Saving Trust is a trusted source for facts on price.

Heat pumps are no noisier than a fridge

According to a UK government study the noise emissions of heat pumps were not noticeable for many owners. Whilst they are not silent, their noise emission has been exaggerated, and as the technology evolves heat pumps are getting quieter and quieter.

Heat pumps are a viable and efficient option

Heat pumps produce more energy than the amount of electricity they use, making them more efficient than many energy sources. The Energy Saving Trust provides a really good explainer on heat pumps, but in a nutshell, the amount of heat produced for every unit of electricity used is known as the Coefficient of Performance (CoP). If a heat pump has a CoP of 3.0, then it will give out three units of heat for every unit of electricity consumed.

Heat pumps work in all types of properties and temperatures

The Electrification of Heat project demonstrates there is no property that is unfit for Heat Pumps "from Victorian mid-terraces to pre-WWII semis and a 1960s block of flats". Today's most efficient heat pumps can work perfectly up until -25 degrees and heat pumps are already popular in colder climates.

For more myth-busting, Dr. Jan Rosenow from Carbon Brief has published a thorough fact-checking piece.

Tell and amplify effective stories

As the heat pump conversation supports the wider Cost of Net Zero frame, it's important we position a renewable future as a positive opportunity, which will make Britain prosperous and independent. The more positive noise we can get out there about the effectiveness, cost and otherwise, the less likely Persuadables will believe the misinformation in this area.

Amplifying case studies of construction workers whose business has boomed due to heat pumps or happy customers who have saved money will be helpful here, bonus points if it is in an unexpected property, like the below example found by Carbon Brief. Others can be found via isoenergy.

For more reframing advice see our in-depth framing guide.

Use sticky facts

We should confront lies and disinformation with the things we know to be true from the previous section, however, we must always situate them within our audience's everyday lives in order to be compelling. For example when showing that heat pumps are cheaper:

Get out of social media

Since some narratives about heat pumps exist in the denial space, communications in this space can be particularly difficult on social media. For instance, if sucked into a negative algorithm, your message can end up attracting the wrong audience. Read about when this happened to one of our campaigns on Meta. Going offline or options for digital methods is better, but if you have to use social media, ensure the comments are switched off.