Mapping public engagement on the heat transition in Scotland

This report sets out key findings from an exercise that mapped public engagement activities on the heat transition in Scotland.

The aim of the research was to help inform the delivery of the Heat in Buildings Public Engagement Strategy by addressing questions related to who delivers engagement activities and to whom, the type of activities and messages, and gaps in engagement.

We conducted a web search, interviews with experts from organisations involved in the heat transition and an online survey of organisations delivering public engagement activity.

Findings

Overview of ongoing activities:

• A wide range of organisations across the public, private and charitable sectors have been delivering public engagement activities on the heat transition in Scotland.
• The types of public engagement have also been varied, with the most common being advice services, workshops and information sharing online.

Target audience, messaging and accessibility as discussed by experts and organisations:

• Engagement activities were mostly open to the general public. There were also some specific target groups identified, including residents within a specific geographic area, homeowners, people in fuel poverty, low-income households and energy sector professionals.
• Despite attempts to engage a broad range of audiences, those actually engaged in the activities were typically more climate aware than the general public overall.
• Messaging that was focused on home energy efficiency and reducing energy bills, rather than the adoption of clean heating systems, resonated better with wider audiences in the context of the cost of living.
• Engagement on “simple fixes” (e.g. turning boiler temperature down) was therefore more widespread than messaging around bigger steps (e.g. installing a heat pump).
• Activities delivered through trusted messengers and existing local channels were accessible forms of engagement.
• Tailoring messages to the specific target audience was an effective approach to accessible engagement as it helped to improve understanding.

Gaps in public engagement identified by experts and organisations:

• Audiences under-engaged on the heat transition included private landlords, renters, professionals in the energy sector, young people and the digitally excluded.
• Lack of regulatory clarity on clean heat and energy efficiency was a key reason for the engagement gap among landlords and the energy sector.
• The upfront costs of transitioning were a barrier to widening reach among the general public, especially in the context of the cost of living crisis.
• Key messaging gaps in public engagement included:
  • A lack of public understanding of heating systems.
  • Insufficient practical and transparent advice on installing and operating clean heating systems.
    • Interviewees thought that certain aspects of the transition, such as what clean heating systems are and how to install them, were not successfully communicated to the wider public due to their perceived complexity.
    • They felt that communication about the efficacy of clean heating systems, based on real use cases, was lacking.
• There was a shortage of trusted messengers providing reliable, impartial advice, as well as a lack of tradespeople able to provide technical support on the practical aspects of the transition.

If you require the report in an alternative format, such as a Word document, please contact info@climatexchange.org.uk or 0131 651 4783.