Misinformation Alert: Heat Pumps

The document outlines how heat pumps are targeted by 'Cost of Net Zero' misinformation, which portrays them as expensive, inefficient, and unsuitable for certain homes. It provides factual rebuttals—such as the potential for £340 savings when replacing G-rated boilers and the ability of pumps to operate at -25 degrees—and advises communicators to use positive case studies and avoid social media algorithms to reach 'Persuadables'.

• Heat pump misinformation is integrated into a broader 'Cost of Net Zero' (CONZ) climate delay frame, which characterizes the transition as a burden for ordinary people and a waste of time. Specific narratives include claims that heat pumps are unsuitable for flats or old homes, are too loud, are an 'eyesore', or will cause power outages and blackouts.
• Different demographics are targeted with specific narratives: rural dwellers are more likely to be discouraged by concerns over appearance and suitability for old homes, while 'Urban Somewhere' audiences are more impacted by price concerns. Those reading right-leaning publications and construction workers are identified as being at higher risk of encountering this content.
• Factual evidence contradicts common myths: heat pumps can save households up to £340 when replacing a G-rated boiler, and grants such as the Boiler Upgrade scheme (England and Wales) and the Home Energy Fund (Scotland) offer up to £9,000. Technically, they can operate in temperatures as low as -25 degrees and are compatible with various property types, including Victorian mid-terraces and 1960s flats.
• To counter misinformation, the document recommends amplifying positive case studies of happy customers and successful construction businesses. It warns against using social media for these communications due to negative algorithms and suggests going offline or disabling comments.

APA

Lujani, F. (2024). Misinformation Alert: Heat Pumps. ACT Climate Labs. https://www.actclimatelabs.org/misinformation-alert-heat-pumps-2/

Chicago

Lujani, Florencia. Misinformation Alert: Heat Pumps. ACT Climate Labs, 2024. https://www.actclimatelabs.org/misinformation-alert-heat-pumps-2/.

Wikipedia

{{cite report |last1=Lujani |first1=Florencia |title=Misinformation Alert: Heat Pumps |publisher=ACT Climate Labs |date=22 August 2024 |url=https://www.actclimatelabs.org/misinformation-alert-heat-pumps-2/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{lujani2024misinformation, author = {Lujani, Florencia}, title = {{Misinformation Alert: Heat Pumps}}, institution = {ACT Climate Labs}, year = {2024}, month = aug, url = {https://www.actclimatelabs.org/misinformation-alert-heat-pumps-2/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }