Communicating effectively on the heat transition

Abstract

This research identifies appropriate ‘trusted messengers’, along with associated communication channels, engagement formats, and points of intervention, for engaging with different groups across the Scottish public on delivering heat decarbonisation. It finds that there is a general lack of awareness about the heat transition, low-carbon technology, and zero direct emissions heating systems (ZDEHS), and ZDEHS like heat pumps are not front of mind when people decide to change their gas boiler. Developing communications and public engagement to facilitate the heat transition and move to ZDEHS is a complex and challenging task. The decision-making process around ZDEHS can be described as a progression through multiple stages, with different information, messages and preferred messengers required at each stage.