The UK Government has launched a heat pump campaign, "Feel All Warm and Fuzzy Inside", to encourage households in England and Wales to adopt heat pumps1. The campaign also points households towards the Boiler Upgrade Scheme, the grant scheme that supports the switch from fossil fuel heating1.
The Energy Saving Trust, an independent organisation, describes the campaign as one of several details the government has already set out under its Warm Homes Plan1. That plan carries a target of retrofitting 5 million homes across the UK over this parliament, backed by £13.2 billion in funding, of which £3.4 billion was allocated in the 2024 Autumn budget1. The Trust says detail is still lacking on how most of the funding will be spent1.
"the UK Government's recently launched heat pump campaign, "Feel All Warm and Fuzzy Inside", to encourage households in England and Wales to adopt heat pumps"
The campaign sits against low public familiarity with the technology. Research cited by the Trust found that 73% of British consumers surveyed stated they do not understand what a heat pump is, and 57% believed home insulation does not work well in older homes1. A separate survey found 48% of respondents felt the net zero transition was happening to them and over a third felt they could not engage with it at all1. On advice, 49% of homeowners in England do not know where to get independent, impartial advice on improving their home, and 36% are not confident in assessing where to start1.
Installation rates remain far below the level the Climate Change Committee's Balanced Pathway implies. The Heat Pump Association estimates there were over 98,000 heat pump sales in the UK in 2024, a figure that would need to rise to around 1.5 million by 20351. The Trust also reports 9,000 individuals completing a recognised heat pump qualification in 2024, up 15% from 20231.
| Measure | Figure |
|---|---|
| Heat pump sales, UK, 2024 | Over 98,0001 |
| Sales needed by 2035, CCC Balanced Pathway | Around 1.5 million1 |
| Heat pump qualifications completed, 2024 | 9,000, up 15% on 20231 |
| Homes rated EPC C or below, Great Britain | Over 15 million1 |
Why it matters for households
A campaign of this kind is aimed at the point where a household decides what to do about its heating, and the Trust's figures suggest that point is poorly served. Nearly three quarters of consumers surveyed said they did not understand what a heat pump is, and around half of homeowners in England did not know where to find impartial advice1. For a home weighing up a heat pump against a replacement boiler, that gap in understanding is the first barrier, before cost or eligibility.
The grant side matters because the upfront cost of a heat pump is the obstacle most often cited. The Boiler Upgrade Scheme is the route the campaign promotes in England and Wales, and eligibility rules determine whether a household with an existing gas boiler, or one in social housing, can use it1. Households in Scotland, Wales and to some extent Northern Ireland already have advice services, while provision in England is described as variable, with a postcode lottery for households1.
Energy inefficiency carries a running cost as well. The Trust cites National Energy Action's estimate that those in fuel poverty pay up to £417 more per year for energy because of inefficient homes, and Citizens Advice's estimate that over 15 million homes across Great Britain are rated EPC C or below1. Bringing all fuel poor homes to EPC C by 2030 is put at saving households an average of £480 on annual energy bills1. For a household's energy independence, the practical question is whether a heat pump plus fabric improvements lowers both bills and exposure to fossil fuel prices, and the figures above describe a stock that is currently a long way from that.
What happens next
The Trust states the UK Government must follow through on its promise to consult on the role of hydrogen for domestic heating in 2025 and make a clear decision before 20261. It also notes the introduction of the Clean Heat Market Mechanism in April this year and the publication of the EPC reform consultation as enabling policies already under way1. No further dates for the campaign itself have been reported.
Sources1 cited
- What the UK needs to get the Warm Homes Plan right - Energy Saving Trust, energysavingtrust.org.uk