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Understanding the Emotional Barriers to Heat Pump Adoption – Lilla Magony and Danica Caiger-Smith
Understanding the Emotional Barriers to Heat Pump Adoption
Lilla Magony, Associate Director, Irrational Agency
Danica Craiger-Smith, Insight Practice Manager, Energy Systems Catapult
As the UK moves toward Net Zero, switching from gas boilers to heat pumps is essential — yet uptake remains low compared to other European nations. Energy Systems Catapult partnered with Irrational Agency to uncover the psychological barriers behind this challenge, from distress scenarios to financial fears.
Using cutting-edge behavioural science and System 3 narrative research, the team explored how emotion shapes decision-making in high-stress purchase moments. The insights are now guiding programmes that build consumer trust, improve guidance, and support behaviour change on the path to 600,000 installations by 2028.
This session is ideal for researchers and marketers tackling behaviour change around emotional, high-stakes decisions.
