Decarbonising owner-occupied homes for vulnerable groups

This report presents findings from qualitative research exploring the behavioural barriers to installing home decarbonisation measures among vulnerable groups of owner-occupiers. It covers: * the extent to which the barriers impact these owner-occupiers * how they might be overcome DESNZ commissioned Verian to undertake this research, which involved focus groups and in-depth interviews with: * fuel poor owner-occupiers * older owner-occupiers * owner-occupiers with long-term health conditions * other owner-occupiers --- RAF063/2122 Decarbonising owner- occupied homes: Research among vulnerable groups Qualitative research report Conducted by Verian for the Department for Energy Security and Net Zero prior to the general election in the United Kingdom in July 2024. As such, any references to government policies, commitments, or initiatives may reflect the stance of the previous administration and were accurate at the time of fieldwork and writing. Verian (2024) Views expressed in this report are from the relevant research agencies, based on data collected from research participants and other evidence, and not necessarily those of the UK government. © Crown copyright 2024 This publication is licensed under the terms of the Open Government Licence v3.0 except where otherwise stated. To view this licence, visit nationalarchives.gov.uk/doc/open-government-licence/version/3 or write to the Information Policy Team, The National Archives, Kew, London TW9 4DU, or email: psi@nationalarchives.gsi.gov.uk. Where we have identified any third-party copyright information you will need to obtain permission from the copyright holders concerned. Contents Executive summary __________________________________________________________ 4 Purpose of the report and research objectives ___________________________________ 4 Overview of method ________________________________________________________ 4 Findings _________________________________________________________________ 4 Implications for interventions _________________________________________________ 5 Introduction ________________________________________________________________ 7 Policy context _____________________________________________________________ 7 Research background ______________________________________________________ 7 Research aims and questions ________________________________________________ 8 Methods __________________________________________________________________ 10 Research limitations _______________________________________________________ 11 Findings __________________________________________________________________ 12 Installation context ________________________________________________________ 12 The ISM model _________________________________________________________ 12 ISM components in the decision to install measures ____________________________ 12 Barriers and enablers that apply to all participants ______________________________ 13 Responses to different home decarbonisation measures ________________________ 15 Variations by vulnerable sub-groups __________________________________________ 16 Sub-group differences in when barriers were experienced across the installation journey 16 Sub-group differences in how barriers were experienced across the installation journey 16 Implications for interventions ________________________________________________ 20 Measures that may be easier to adopt _______________________________________ 20 Key considerations when developing interventions _____________________________ 21 The impact of increasing vulnerability _______________________________________ 23 Considerations for future interventions ________________________________________ 24 3 Decarbonising owner-occupied homes: Research among vulnerable groups Executive summary This section provides an overview of the research background, methods, findings, and implications. Purpose of the report and research objectives This report outlines the findings from qualitative research exploring how the Department for Energy Security and Net Zero can best support vulnerable owner-occupiers in the UK to install home decarbonisation measures. Home decarbonisation measures reduce energy consumption in properties: measures include those that improve the energy efficiency of homes (such as draft-proofing windows and doors, loft insulation, and cavity wall insulation) and those that contribute to reducing the carbon emitted to power domestic systems and appliances (such as heat pumps and solar panels). The research aimed to understand the impact of behavioural barriers on vulnerable owner-occupiers installing these types of measures in their property, and what could be done to overcome any barriers they identified. Overview of method Three vulnerable owner-occupier sub-groups were identified and recruited for this research: fuel-poor owner-occupiers, older owner-occupiers, and owner-occupiers with long-term health conditions, alongside the inclusion of a fourth sub-group of other owner-occupiers. The latter sub-group was treated as a ‘control’ group and used to understand how the sub-groups’ responses might differ from those of the general population. In total, 12 two-hour focus groups and 11 90-minute in-depth interviews were conducted across three waves of research, involving 82 participants overall. Findings All participants (including those in the ‘control’ group) experienced barriers to installing home decarbonisation measures. While these were very similar to those identified by previous research, the barriers with the most impact in this research were: • Lack of awareness and knowledge about measures, particularly heat pumps. • A tendency to focus on upfront costs and a lack of awareness and clarity about the availability of grants to support owner-occupiers installing measures. • Low prominence of measures, especially socially, which meant that participants were not aware of installation being a ‘social norm’. • Suspicions about the trustworthiness of installers, intensified by negative news coverage. 4 Decarbonising owner-occupied homes: Research among vulnerable groups • Concerns that certain properties (especially older ones) would be particularly affected by the disruption and costs involved in installing measures. Participants viewed the installation of heat pumps and whole-house retrofitting as more expensive, disruptive and time-intensive than insulation measures, which made participants less likely to want to install these. In addition to the barriers experienced by all participants, the three vulnerable owner-occupier sub-groups experienced the following barriers specific to their situations: • Fuel-poor owner-occupiers were particularly concerned about the cost and time investment associated with installation of measures; any lack of clarity about the relevance of the measures to them and their property compounded cost concerns. • Older owner-occupiers were particularly concerned about being taken advantage of by illegitimate suppliers and unqualified installers. • Owner-occupiers with health conditions were particularly concerned that installation would cause disruption to their homes, routines, and possibly their health (due to disruptions to equipment needed for their condition and/or the materials used within the installation process). Implications for interventions Across all participants, the following support needs were identified to help overcome barriers to installing home decarbonisation measures. To overcome low awareness and knowledge, participants agreed that interventions are needed to raise awareness of home decarbonisation measures and how they work. Ideally these would be accessible through a centralised digital information hub and highlight the tangible physical, emotional, and financial benefits of installation. This could also overcome the issue of low prominence of measures socially, if it is shown that different people in different situations and areas are installing home decarbonisation measures. Participants suggested that this would ideally be supported by a broader campaign that involves messengers from independent organisations, such as Citizens Advice, Money Saving Expert, disability and health condition charities, and Age UK. To reassure and provide clarity about costs, participants wanted to see a means of assessing their properties for the suitability of measures, whether this was conducted online by themselves or via an independent third party. They urged that grants be well communicated, possibly online via a dedicated website, and give clarity about eligibility criteria. Participants welcomed schemes that incentivise installation of measures, such as green mortgages that reduce lender interest rates, green badges that increase the property value of homes with certain measures installed and incentives that support DIY installation of insulation. 5 Decarbonising owner-occupied homes: Research among vulnerable groups To reassure about installer legitimacy, participants supported interventions that prove, validate and assure the competence of local suppliers and installers, both before and once a job has been finished. To overcome concerns about the installation of measures in particular property types, participants suggested developing schemes that are devised to target or consider factors such as property age, type, and/or area. This will help to give owner-occupiers confidence that measures are relevant to their properties. Further interventions suggested and supported by the different vulnerable sub-groups were as follows: Fuel-poor owner-occupiers • Provision of information so that they understand the relevance of measures for their property, via an online self-assessment tool or an independent third-party visit. • Grants for those not in receipt of benefits, with clear eligibility criteria and a means of checking eligibility easily (e.g., via an online tool). • Grants to cover the cost of materials needed for do-it-yourself insulation measures (i.e. draught-proofing, hot water cylinder insulation, loft insulation, etc.). • Incentive schemes such as green mortgages (i.e., reduced interest rates for more efficient homes or additional lending to cover upfront installation costs) and green badges (i.e., labelling homes with certain measures installed as ‘energy efficient’). Older owner-occupiers • • Interventions that prove, validate, and assure the competence of local suppliers and installers, such as approved supplier lists, vetted consumer reviews, supplier competence schemes, and post-installation independent reviews. Incentives that might increase the value of a property, such as a green badge, as this could benefit their children in the context of inheritance. • Provision of information in offline formats to avoid excluding older owner-occupiers with low digital literacy from accessing relevant schemes. Owner-occupiers with health conditions • Highlighting the benefits of measures for health conditions where relevant. • More personalised support throughout the installation process, such as consultations ahead of installation, on-site project managers overseeing installation, and reassurance that the materials used will not negatively affect health, ideally via engagement with a person directly (rather than via the telephone/online). • Provision of information in accessible formats that are relevant for people with hearing impairments, visual impairments, and neurodiverse conditions. 6 Decarbonising owner-occupied homes: Research among vulnerable groups Introduction Policy context Domestic heating is responsible for 17% of the UK’s carbon emissions:1 in England, 65.1% of occupied domestic properties are owner-occupied homes.2 Out of the 12.5 million occupied domestic properties in England with an Energy Performance Certificate (EPC) below Band C, over 8.8 million are owner-occupied homes.3 The decarbonisation of domestic owner-occupied homes will enable a reduction in greenhouse gas emissions and reduce energy demand. This is critical for delivering on the UK Government’s carbon budgets and commitment to net zero emissions by 2050. In addition, home decarbonisation brings several other benefits: warmer homes, improved health and wellbeing, and reduced fuel poverty and energy bills. Research background To support owner-occupiers to decarbonise their properties, the Department for Energy Security and Net Zero (DESNZ) is interested in understanding: (1) the impact of behavioural barriers and drivers to installing measures to decarbonise homes for various owner-occupier sub-groups, and (2) how to overcome the behavioural barriers to support. Previous research has summarised the behavioural barriers to owner-occupiers' uptake of energy efficiency and low carbon heating measures. These include but are not limited to: • The high upfront costs of installing the measures. • The disruption (e.g., noise) and time demands associated with organising installation, applying for government schemes, and the installation process. • Information and awareness-related barriers (e.g., misperceptions around costs and cost- savings, and lack of knowledge around the measures themselves or how to install them, leading to decision fatigue). • Practical and logistical barriers (e.g., planning constraints, spatial constraints, and irregular construction). • Concerns around suppliers’ availability, reliability, and quality of previous work. • Concerns that decarbonisation measures might have no impact on saving energy or a negative impact on the appearance of the home. 1 HM Government, 2021. Heat and Buildings Strategy, p 23. 2 GOV.UK, 2022. English Housing Survey 2021/22. 3 Ibid. 7 Decarbonising owner-occupied homes: Research among vulnerable groups • A lack of incentives to retrofit: the cost-savings, positive environmental impact, improvements to warmth and comfort, potential improvements to property value, etc., might not be known and/or prioritised by owner-occupiers. Although previous work identified behavioural barriers to installing home decarbonisation measures, evidence was found to be lacking on: • The barriers experienced by vulnerable sub-groups (such as older adults, those who are fuel-poor, and those with specific health conditions) and those who have not previously engaged with government schemes. • The impact of behavioural barriers on propensity to take up home decarbonisation measures and how this may vary for different sub-groups. • How behavioural barriers relate to different specific home decarbonisation measures (e.g., insulation versus heat pumps). Research aims and questions This research aimed to understand how DESNZ can best support the decarbonisation of owner-occupied domestic buildings in the UK and ensure representation of vulnerable4 consumer groups. DESNZ has commissioned research to gather evidence on the identified gaps in understanding and to help policy teams to understand: • The extent to which different behavioural barriers impact on specific owner-occupier groups, in relation to home decarbonisation measures. • The most effective solutions to overcome these identified barriers. Specific research questions this research sought to answer include: 1. What do vulnerable owner-occupiers think about previously identified barriers to retrofit? a. How do these barriers differ across sub-groups of homeowners? b. How do these barriers differ when considering whole-house retrofit or only specific home decarbonisation measures, such as an air source heat pump or insulation measures? 2. What are the impacts of these barriers to taking up home decarbonisation measures? a. At what stage of the retrofit journey do these barriers affect consumers? b. Which barriers have a substantial impact on homeowners? c. Which barriers affect the different sub-groups? 4 For this research, vulnerable groups sampled included: older owner-occupiers (aged 66+), owner-occupiers experiencing fuel-poverty, and owner-occupiers experiencing a long-term health condition. 8 Decarbonising owner-occupied homes: Research among vulnerable groups d. Which of these barriers are difficult to overcome when considering whole-house retrofit? 3. Which non-regulatory government interventions to support owner-occupiers to increase their uptake of home decarbonisation measures are perceived to be the most effective? a. What policy interventions do consumers think would best help them to overcome the barriers faced when considering retrofit options? b. How can any identified behavioural barriers be leveraged to support targeted policy solutions? c. Do preferences change when considering whole-house retrofit versus take-up of specific home decarbonisation measures? 9 Decarbonising owner-occupied homes: Research among vulnerable groups Methods This research was split into three distinct waves to allow for iterative data collection and analysis. Each wave consisted of one two-hour focus group with each of the four participant groups listed below, and three or four 90-minute in-depth interviews with individuals with health conditions. • Fuel-poor owner-occupiers: People who spend more than 10% of their household income (post-tax, minus any mortgage payments) on energy bills, in line with the Scottish definition of fuel poverty.5 This definition was applied, rather than the English Low Income Low Energy Efficiency (LILEE) indicator6 that defines fuel poverty through an EPC rating of D or below, so that participants who do not have an EPC or do not know their EPC rating could be included. Participants who knew their property had an EPC below C were recruited where possible. • Older owner-occupiers: Those who are 66 years old or older. • Owner-occupiers with long-term health conditions: People who have a physical or mental impairment that has a substantial and negative effect on their ability to do normal daily activities. • Other owner-occupiers: those aged 18-65, who are not in fuel poverty and do not classify themselves as disabled. The final group of other owner-occupiers was included to act as a qualitative ‘control’ group and used to understand how the sub-groups’ responses might vary from those of the general population. Overall, 71 owner-occupiers took part across 12 focus groups. For each of the four owner- occupier sub-groups, one focus group explored heat pumps and two explored insulation; all three explored responses to whole-house retrofit. The 11 in-depth interviews were conducted with people who had long-term health conditions: three visually impaired participants, three neurodiverse participants, three carers, and two hearing impaired participants. See Section 1 of the annex for full sample details. Participants were taken through the stages of a typical installation journey and provided with information about different measures to prompt a deliberative discussion. The stages were: • Awareness: Initial stage of hearing/learning about heat pumps and insulation measures. • Consideration: Understanding more about the measures, potential financial costs, and benefits. 5 Scottish Government, 2024. Home energy and fuel poverty. Policy on fuel poverty is devolved, which is why the Scottish and English definitions of fuel poverty are different. 6 Office for National Statistics, 2023. How fuel poverty is measured in the UK: March 2023. 10 Decarbonising owner-occupied homes: Research among vulnerable groups • Planning: Deciding on who to work with and understanding what installation will involve. • Installation: Once plans are in place, the process of having measure(s) installed within their home. See Sections 2-4 of the annex for a full list of stimulus materials used. Research limitations This report pulls out differences that were observed across the three vulnerable sub-groups of interest for this research (fuel-poor owner-occupiers, older owner-occupiers, and owner- occupiers with health conditions). It is important to note that the situations in which owner- occupiers found themselves were highly variable and that multiple factors beyond those associated with ‘vulnerability’ affected which barriers to installation individuals encountered. Moreover, some people in the sample experienced more than one of these vulnerabilities simultaneously (e.g., being older and fuel-poor). While the analysis has tried to separate out barriers experienced by different sub-groups, participants’ unique situations make it difficult to be definitive about this. The sample for the health conditions sub-group was recruited to represent a relatively limited range of conditions. Although this helped to ensure that this part of the research was manageable and focused, people with other types of health condition may have identified other barriers beyond those reported here. Just over half of the participants (44 out of 82) had installed a home decarbonisation measure within their property. The sample was intentionally skewed in this way to ensure the research obtained understanding of how participants had overcome barriers to installation in the past, to ensure that conversations were grounded in real experiences. However, this means that this sample of participants is likely to have had heightened awareness and understanding of measures compared with the general population. Henceforward in this report, where we refer to ‘measures’, this is a shortening of the term ‘home decarbonisation measures’ and is used for the sake of brevity. 11 Decarbonising owner-occupied homes: Research among vulnerable groups Findings Installation context This section uses the Individual, Social, Material (ISM) model to frame the overarching context all participants experienced when deciding on installing measures. The ISM model The ISM model was developed by the Scottish Government to help look beyond individual influences and consider all the contexts that shape people's behaviours.7 The model was developed specifically to help develop effective policies that enable behaviour change and consists of three core components that are expressed as interacting layers: the Material, Social and Individual contexts. This model has been used in this report to show how the barriers raised by participants relate to each other and to explore what this means for how best to enable behaviour change. It also helps to give an overall ‘shape’ to the barriers already identified, both here and in previous research. Each component is explained below with reference to the key barriers that emerged in this research across all four sub-groups of owner-occupiers. ISM components in the decision to install measures Material: This component refers to factors in the environment that may enable and constrain behaviours, such as existing infrastructures, technologies and regulatory measures, as well as other 'softer' influences, such as time and schedules. Social: This component refers to the factors that exist in the social realm, such as shared understanding between individuals in groups, social norms, and the socio-cultural meanings attached to activities. This includes people's networks and relationships, and the institutions that influence how groups of individuals behave. Individual: This component refers to a person’s individually held values, attitudes, and skills, as well as the calculations they make before acting, such as personal evaluations of costs and benefits. Below, we detail how barriers manifested for all participants at the Material, Social, and Individual levels and how this affects what is needed to help overcome these. As much is already known about barriers to installation of measures from previous research, the focus here is mainly on those that are new or add more nuance to existing understanding. 7 Scottish Government, 2023. ‘Influencing behaviours – moving beyond the individual: ISM user guide’. Available at: https://www.gov.scot/publications/influencing-behaviours-moving-beyond-individual-user-guide-ism- tool/pages/1/ 12 Decarbonising owner-occupied homes: Research among vulnerable groups Barriers and enablers that apply to all participants Material level barriers and enablers Material level barriers primarily related to concerns about the suitability of measures for the property type, infrastructure, and location. They also included barriers that are in the wider environment that may make it easier or harder to install measures. The main material level barrier that emerged in this research related to the age and condition of property. Participants, especially those living in nineteenth or early twentieth century properties, tended to believe that they were living in ‘non-standard’ properties and feared that the installation process would lead to the uncovering of ‘unexpected’ structural issues. This prevented some from being motivated to consider installing measures, as they presumed that it would require additional time and cost to resolve the revealed issues, beyond the installation of the intended measure itself. Other barriers that were relevant for some participants in some situations were: • Location: Some participants residing in urban areas reported that they imagined that they would move elsewhere in future to put down more permanent roots in other locations. These participants perceived installing measures to be a hassle that was not worthwhile, considering the shorter tenure they expected to have in their current home. • Current heating system: Where participants were reliant on oil heating, they often believed that installing new measures would be more difficult and expensive for them compared with people living in gas heated properties. • Seasonal factors and timelines: Those living in colder parts of the country reported perceiving there to be more time-limits on installation of measures due to the weather being colder for longer periods throughout the year. These concerns were primarily raised among participants in Scotland who felt they had only a small window of opportunity during the summer months to install measures. They worried that this may not be long enough for full installation of some measures, especially as they assumed that supplier demand would be higher at those times of year. Overcoming these barriers will require targeted interventions, for example that directly address people in northern and urban areas of the country, older properties or those heated with oil. Social level barriers and enablers Social level barriers primarily related to a lack of pre-existing social norms around the installation journey and mistrust around installers and the process of installation. The lack of social norms was the most noticeable social level barrier across all participants. Many measures were not prominent, talked about, and/or perceived to be ‘the norm’ by participants, despite many owner-occupiers across the country having installed measures in their homes. This was particularly apparent in relation to heat pumps (compared with insulation measures) – some participants were completely unaware of what they are or had misconceptions about how they work. 13 Decarbonising owner-occupied homes: Research among vulnerable groups Many participants discussed their mistrust of installers, in line with previous research into home decarbonisation policy. This meant that participants tended to have little trust in suppliers or installers, which inhibited participants from wanting to act. This was particularly a concern for older owner-occupiers and owner-occupiers with health conditions, due to fears of being taken advantage of by installers and exacerbated by previous negative experiences. Related to the point above, some participants also mentioned negative media stories about the high costs and lack of impact of measures, and ‘cowboy’ installers who take advantage of customers. Sensitivity to negative media coverage was particularly high amongst older owner- occupiers. These stories tended to validate and further intensify misconceptions about the benefits of measures and mistrust in installers. To overcome social level barriers, all participants wanted to see evidence of installer legitimacy, trustworthiness, and accountability. They also suggested communicating about how installing measures is commonplace, for example, through case studies of people similar to themselves talking about the process and its benefits. Individual level barriers and enablers Individual level barriers primarily comprised low awareness of measures and scepticism about the benefits to individuals. The main individual level barrier to emerge in this research was a lack of knowledge and awareness about measures. Participants were unsure where to look for relevant and trustworthy information and lacked understanding of the tangible benefits of measures for individual homes. Another important barrier was the tendency to focus on upfront costs. Participants struggled to appreciate the full range of physical and emotional benefits that installing measures might have (e.g., increased warmth and comfort) and instead tended to focus more on the costs. Again, this barrier was most prominent for fuel-poor participants due to concerns about financing installation. In addition, participants who had not previously engaged with government schemes were sceptical about whether support would be available, assumed the process for accessing grants would be difficult for them to understand and were concerned that there would be hidden costs that they would not be able to finance themselves. Some participants were also suspicious about government policy and believed that, while installing measures would benefit the government’s net zero strategy, it would have little or no impact on individuals. Similarly, there was variation in the perceived importance and/or urgency of installing measures to help the environment. This sentiment was particularly evident among fuel-poor participants, as they felt that their immediate financial priorities and needs outweighed the desire to adopt measures to help the environment. To overcome individual level barriers, participants agreed that more education on what measures exist and how they work would be necessary. Part of this will be to make the benefits tangible, for example, through case studies that focus on the experienced physical 14 Decarbonising owner-occupied homes: Research among vulnerable groups and emotional benefits of measures once installed. Financial incentives that support owner- occupiers in managing the costs of installation will also be important. Responses to different home decarbonisation measures Overall, there was considerable variation in openness to installing the different measures, with participants being less open to heat pumps overall compared with insulation measures. This was primarily driven by low awareness of heat pumps (i.e., what they are and how they work). Where participants were aware, perceptions tended to be negative, with participants reporting concerns about significant disruption to the home, the suitability of their home for heat pump installation, and low return on investment. “For me it's the disruption – what do you do for two to seven days? That is your home, that is where you live. I don't have family around where I could move in for two to seven days. What do you do with the one-year-old?” — Participant with health conditions, heat pump-focused group When considering insulation measures, participants tended to have greater awareness of what they are and showed more openness to installing them. However, there was still limited understanding of the relative benefits of specific measures (e.g., draught proofing, loft insulation and cavity wall insulation) and little understanding of what would be most suitable for individual contexts or would offer the greatest return on investment. "When you go online to read about [insulation], there’s so much information, you don’t know which is the right one for your house." — Fuel-poor participant, insulation-focused depth When asked to consider whole-house retrofit, participants were hesitant due to the level of disruption and hassle they imagined would be involved with installing multiple measures at the same time. Many felt that it is something they would only consider when planning to move into a new home, and something that would need to be done before they move in. “[With reference to whole-house retrofit] I would love it all to be done and dusted at the same time but then it’s like, oh my God, what about my house, what about the cost, what about the mess?” — Participant with health conditions, insulation-focused group In this context, participants perceived heat pumps and whole-house retrofit as measures that were likely to involve substantial investments of time, effort, and money, which meant that they wanted more information on how the measures would benefit them before they would consider taking them up. 15 Decarbonising owner-occupied homes: Research among vulnerable groups Variations by vulnerable sub-groups This section outlines where vulnerabilities such as fuel poverty, long-term health conditions, and older age tended to affect how the barriers to installing measures manifested, and their relative scale. Sub-group differences in when barriers were experienced across the installation journey It is important to note that this research did not uncover any significant ‘new’ barriers for the vulnerable sub-groups beyond the ones identified for the general population. However, the prominence of these barriers and the stage of the installation journey at which they experienced them tended to vary as follows: • Awareness: Low awareness and understanding of the measures made it difficult for all sub-groups to progress past the awareness stage of the installation journey. • Consideration: Concerns over affordability of measures and confusion/distrust over grant availability and eligibility presented a significant barrier for fuel-poor owner- occupiers, particularly at the consideration stage. • Planning and installation: Concerns over trust in suppliers were heightened for older owner-occupiers, whereas emotional barriers associated with disruption were heightened for owner-occupiers with health conditions at the planning and installation stages. This was when the practicalities of time investment, cost, and disruption became more apparent and off-putting for these sub-groups. Sub-group differences in how barriers were experienced across the installation journey As well as the variations in timing of the installation journey, the barriers tended to manifest somewhat differently across the sub-groups. This led to differences in the support participants believed they would need to overcome these. Older owner-occupiers’ barriers Below we outline the key barriers to installation of measures for older participants; these tended to be most prominent at the awareness, planning, and installation stages of the journey. Social: For older participants, trust presented the biggest hurdle. This sub-group was particularly worried about being taken advantage of by unqualified installers, and preferred engaging tradespeople they had used in the past or that they felt they could trust based on personal recommendations. They were also particularly sensitive to any negative media coverage of installation ‘horror stories’ and were less likely than other sub-groups to have connections with people in their social networks who had installed measures. All of this combined made them less likely to ‘buy into’ the benefits of installation. 16 Decarbonising owner-occupied homes: Research among vulnerable groups “I don’t trust anybody, because I wouldn’t really know whether they’re properly qualified or whether they were ‘cowboys.’” — Older participant, insulation-focused group Individual: Older participants often lacked confidence that the installation of measures would give them a return on their investment, as they were concerned that investing in measures would not be ‘worth it’ given the time they believed they have left in life to reap the rewards of installation. They sometimes lacked confidence in how an unknown or new technology would benefit them, which was especially the case for heat pumps. Older participants tended to be less confident in their digital literacy, which affected their ability to find relevant information about different measures and their trust in any information they found online. “I think it’s better to avoid it completely, rather than try and work your way through the minefield…where do you go to get some trusted, valid advice from?” — Older participant, insulation-focused group Potential interventions for older owner-occupiers Social interventions: To overcome social barriers, this sub-group agreed that they would benefit from reassurance about installer skills from voices they trust, such as the government, Age UK or Money Saving Expert. They wanted to see evidence of supplier legitimacy (e.g., through a list of ‘council approved’ suppliers) and of supplier trustworthiness (through vetted customer reviews). Where possible, this sub-group would prefer a list of ‘local’ suppliers, as this would improve their trust in suppliers. This sub-group wanted reassurance that they would be protected post-installation in case anything goes wrong. For example, they liked the idea of an independent review of installation post-completion (e.g., by the local council) that would offer consumer protection if work had not been completed to the required standard. Where possible, this sub-group also called for greater regulation (e.g., the equivalent of a Council for Registered Gas Installers – CORGI – qualification), or communication of any similar schemes that currently exist, so that owner- occupiers could see proof of installers’ training and skills. Individual interventions: To overcome individual barriers, older participants wanted to see evidence of the tangible physical and emotional benefits of installing measures, such as increased warmth and comfort. This led to them suggesting the development of case studies explaining people’s positive experiences of installation, especially for subjects who were similar to them in age. They were also interested in hearing more about how measures might increase the value of their property (e.g., through a ‘green badge’ policy, to label homes with certain measures installed as ‘energy efficient’, or similar), less for their own benefit but as something that might benefit their children in the context of inheritance. This sub-group welcomed more community-based and other offline approaches (e.g., in libraries, cafes, and local shops) for raising awareness of measures such as information about installation and its benefits. Material interventions: Finally, these participants were more likely than any other sub-group to be downsizing due to the difficulty of maintaining a bigger home in older age. They 17 Decarbonising owner-occupied homes: Research among vulnerable groups suggested that there is a potential opportunity to time awareness-raising campaigns with house-moves for them (e.g., by putting leaflets in an estate agents’ offices). Fuel-poor owner-occupiers’ barriers The key barriers for fuel-poor participants tended to be most prominent at the awareness and consideration stages of the installation journey. Individual: For fuel-poor participants, the cost of installation (materials and labour) presented the biggest barrier to making the decision to install measures, especially when considering heat pumps. These participants doubted that government grants were available or, if they were, that they would be eligible for them, due to a common perception that only people who receive benefits would qualify. “It’s the upfront cost of installation that worries me the most.” — Fuel-poor participant, heat pumps-focused group Social: Fuel-poor participants were also more likely than other sub-groups to state explicitly that they distrust the government and government schemes. They perceived schemes as being set up to meet government targets rather than to benefit individual households. This scepticism was strongest in relation to schemes that require the owner-occupier to pay for energy efficiency upgrades, as participants were concerned that there would be no guarantee that upfront costs would be recouped from energy efficiency savings once the measure(s) had been installed. This is important to consider when thinking about messaging and messengers targeting this sub-group. “The government has set itself a target of carbon zero…and now it feels like we’ve got to help them achieve that, by going into debt or using our life savings…if you want us all to pull together for the common good… we need [financial] help.” — Fuel-poor participant, insulation-focused group Material: Fuel-poor participants were more likely to be living in homes where factors such as the property age, type, installed heating system, and/or location was ‘causing’ fuel poverty in combination with rising energy prices. They were doubtful that any home decarbonisation measure would make a noticeable difference to their bills and so wanted more personalised support and tailored advice to account for their property’s needs. Potential interventions for fuel-poor owner-occupiers Individual interventions: This sub-group wanted reassurance and transparency about the accessibility of government schemes, and clear information about eligibility criteria for these. This could be done through an online self-assessment or eligibility tool that allows individuals to check quickly and easily whether they qualify for support and what the terms and conditions associated with the scheme are. This sub-group would also benefit from additional financial support for ‘do-it-yourself’ (DIY) materials to improve the feasibility and likelihood of self- installation of measures. Social interventions: Given low levels of trust in government, this sub-group could benefit from partnerships with independent third parties that help to develop trust in the benefits of 18 Decarbonising owner-occupied homes: Research among vulnerable groups measures and the schemes themselves. The most trusted voices for this sub-group were Citizens Advice and Money Saving Expert. “If there was some independent, assessing body...slightly removed from the government, I'd have a bit more confidence in it, because I'd feel they were more impartial, and had a genuine, longer-term horizon.” — Fuel-poor participant, insulation-focused group Material interventions: The provision of home suitability checks, as suggested above via online self-assessment tools, and/or home visits conducted by accredited third parties would help to reassure this sub-group that measures are fit for purpose and will have the desired impact. Interventions should ideally address any factors that may be ‘causing’ fuel poverty, such as issues associated with the age of the building, location and/or current installed heating system. Owner-occupiers with health conditions’ barriers Participants with health conditions tended to experience barriers most distinctly at the awareness, planning, and installation stages. Individual: These participants tended to be particularly concerned about disruption to their homes and routines, especially at the installation stage of the journey. These fears tended to be heightened for those with more severe health conditions who felt more vulnerable (e.g., those with an extreme need for routine or for specific temperature requirements due to their health condition). Some participants were also worried that the materials used to make insulation measures may be harmful to their health. “I couldn’t even contemplate it because of the mess and disruption and my husband getting around the house…for him to be confined to a certain room or floor would be horrendous.” — Carer participant, insulation-focused depth Social: This sub-group tended to be anxious about being taken advantage of by suppliers or installers because they worried that their health condition could increase their vulnerability in the eyes of others. “For a visually impaired person, it’s the uncertainty…they see me, I open up the door and I’ve got a stick, and they just go: ‘she’s an easy target’, so they cut corners.” — Visually impaired participant, heat pumps-focused depth Material: This sub-group was more likely to be reliant on specific technology and/or infrastructure to support their health condition. Therefore, they tended to be more concerned about making any changes to the home, as this could involve disruption to their technology or infrastructure and, consequently, could be disruptive for their health. Potential interventions for owner-occupiers with health conditions Individual interventions: Participants in this sub-group tended to feel that they would benefit from more personalised approaches during the planning and installation stages, to minimise 19 Decarbonising owner-occupied homes: Research among vulnerable groups the disruption and distress associated with installation. The two main suggestions participants made were: a consultation (over the phone or video call) ahead of installation to ask questions and get personalised advice through a consumer advice service; and an on-site project manager to oversee and assist with installation and provide reassurance to the owner- occupier. This sub-group also had a heightened need for accessible information across the journey. For participants with neurodiverse conditions, this included accessible font on all printed materials, the use of plain English and the use of graphics to break up text. Participants with visual and hearing impairments expressed the need for alternative communication methods, highlighting a preference to speak to installers and customer service agents in- person, rather than online or via telephone. This sub-group could also benefit from reassurance about the safety of the materials used in insulation measures, to allay any concerns about any potential harm to their health. “Just having somebody to talk…that's what tends to be missing at the moment...it needs to be an informed and involved person to talk to you over the phone and give you that kind of direct contact.” — Visually impaired participant, insulation-focused depth Social interventions: Like older owner-occupiers, this sub-group felt they would benefit from reassurance about the skills and legitimacy of installers, which could involve partnering with organisations they already engage with for their health condition (e.g., RNIB – the Royal National Institute of Blind People – and the National Autistic Society) to build trust and allay anxieties. “We need to be starting with the RNIB so they can investigate these kinds of measures, so it's definitely going to be suitable for the blind.” — Visually impaired participant, heat pumps-focused depth Material interventions: These participants would benefit from an accessible information hub that outlines how measures could help people with health conditions, which may include topics such as the reliability of heat pumps in keeping temperatures consistent within a property, and the benefits of insulation measures in reducing draughts. Implications for interventions This section discusses what the barriers identified for groups with different vulnerabilities means for interventions. Measures that may be easier to adopt The barriers to installation identified in this report apply to all measures explored in this research. However, they are especially difficult to overcome when considering heat pumps or whole-house retrofit, which were perceived as being more expensive, disruptive, and time- intensive than other smaller-scale discrete measures (e.g., loft insulation). 20 Decarbonising owner-occupied homes: Research among vulnerable groups Heat pumps were particularly difficult for participants to engage with. Many felt the overall costs were prohibitive, with some believing that only people on benefits were eligible for a heat pump grant, or that their property would not be suitable, due to the need for specific ancillary measures to be installed (such as radiators). “If we were balking at the thought of paying £10,000-£12,000 for an exterior cavity wall, I can only imagine the cost of installing a heat pump and everything that comes with it. I may as well shut the doors on this place now and move into a new build.” — Fuel-poor participant, insulation-focused group Compared with heat pumps, therefore, insulation measures were more acceptable for owner- occupiers to take up and so constitute an easier starting point for home decarbonisation. Insulation measures were perceived to: • Be easier to install (and potentially self-install). • Offer greater flexibility regarding the ‘type’ of measure that may be most appropriate for the particular property and context. • Offer greater/more immediate return on investment. “I would always go for the easy one, which would be loft insulation, because it’s less expensive and information about the likely costs compared to the benefits is actually steering me to it.” — Visually impaired participant, insulation-focused group Key considerations when developing interventions Interventions would ideally be part of a coordinated strategy that addresses material, social, and individual level barriers. Material level interventions Targeted interventions that relate to the needs of individuals and their specific situations will be important, as participants wanted acknowledgement that making changes to their homes can be a challenge, due to the diversity of circumstances. These could include: • Grants targeting older properties. • Awareness campaigns targeting specific regions of the country or neighbourhoods. • ‘Home suitability’ tests (delivered via online self-assessments and/or home visits) that make it easy for people to understand whether their home is suitable for, and/or could benefit from, specific measures. Participants also suggested that there may be value in targeting audiences when they are about to make a big change to their routines, and so are more likely to be open to other changes. For example, putting leaflets in estate agents’ offices or putting ads on property websites may prompt people when they are moving, especially older owner-occupiers in the process of downsizing. Social level interventions 21 Decarbonising owner-occupied homes: Research among vulnerable groups Interventions need to address ‘social’ barriers by building trust in installers. This is particularly important for older owner-occupiers and those with health conditions, who suggested the following interventions at different points in the installation journey: • Awareness/consideration: Evidence of supplier legitimacy (e.g., training/certification) and trustworthiness (e.g., verified customer reviews), and reassurance from trusted third parties (e.g., Age UK, Citizens Advice, Money Saving Expert, and health condition charities). • Planning: A list of ‘local council approved’ installers and independent reviews of installation post-completion (e.g., conducted by the local council). • Installation: Consumer protection/compensation schemes and on-site support during installation (for those who feel most vulnerable). Individual level interventions Interventions need to overcome ‘individual’ barriers by raising awareness and reducing the perceived financial burden of installation. Key activities to support awareness and education include: • A campaign to raise awareness of what measures are and how they work: o Delivered through a range of channels including social media (Instagram, TikTok) and radio/TV to capture a breadth of audiences. o Delivered in partnership with independent trusted voices (e.g., Citizens Advice), which will be particularly important to build the trust of fuel-poor owner-occupiers. • A centralised digital ‘information hub’ (hosted by DESNZ or gov.uk) that links consumers to further information, ideally including case studies demonstrating the tangible benefits of measures (warmth and comfort as well as possible savings) to relatable ‘real life’ people. There are also several potential policy interventions to consider for supporting people with installation costs. Overall, participants supported straightforward solutions that provide a tangible return on investment, save money or reduce an owner-occupier’s initial outlay on measures. This meant that they welcomed interventions like a ‘green mortgage’ that offers reduced interest rates if measures are installed, or a ‘green badge’ that could increase property value, as both were seen as something that could have a short- or long-term financial impact. Participants also welcomed the idea of an online self-assessment tool to enable them to check their eligibility for grants, so that they could quickly and easily understand whether they would be able to access funding. However, participants had mixed opinions about other financial incentives. While they liked the idea of ‘green loans’ (in which interest rates are reduced if money is borrowed to pay for the installation of measures) in theory, they were sometimes concerned about the idea of borrowing money in the current economic climate and wanted to see the details of the deals available before they would commit to an opinion. This sentiment was particularly strong among fuel-poor participants, due to heightened concerns about their ability to pay back loans. 22 Decarbonising owner-occupied homes: Research among vulnerable groups Instead of reduced interest rates, they felt that interest-free ‘green loans’ would be more motivating to encourage the installation of measures. Similarly, participants were unclear about how a tax incentive could work. Although this sounded motivating to them in principle, some participants assumed this would involve their employer and so were reluctant to support the incentive on this account. If incentives such as these are considered in future, further research will be needed to explore how best to structure and communicate them. While participants wanted to feel that installation of measures would be saving them money, when they saw information about the costs and relative savings associated with installation of insulation measures, they were often sceptical. This was mostly due to a lack of clarity about, and trust in the source of, the information. The necessary generality of the information provided (i.e., a range of costs and savings were given to indicate that costs would be different in different owner-occupier circumstances) compounded this scepticism, as well as highlighting the upfront costs that were concerning to participants. The evidence of the research is that this type of information is likely to be best received if it is presented in the form of holistic examples, that show how individuals have saved money in their situation, as well as gaining in other ways (e.g., warmth, comfort, health). The impact of increasing vulnerability As mentioned earlier, vulnerabilities were often layered on top of each other, which makes it difficult to disentangle the root causes of barriers, and which barrier related to what vulnerability. Overall, this manifested in a range of perceived vulnerability levels. Some participants experienced higher vulnerability due to a strong degree of one factor; for others it was because there were a range of different factors intersecting with each other. The more vulnerable participants felt they were, the riskier they perceived installing measures would be for them. Key concerns they raised related to: upfront costs, the legitimacy of advice, installer competence, the risk of disruption, and/or someone being in the home with them. These concerns also meant that the most vulnerable participants were most enthusiastic about tailored solutions that enabled them to overcome barriers, such as: • Access to a one-stop-shop for information/advice across the installation journey. • More ‘human’ support and/or advice from trusted voices. • Reassurance about return on investment, long-term cost-savings, and grant accessibility. • Reassurance about supplier trustworthiness. • Information on consumer protection and compensation schemes. • Specific support during installation, e.g., an on-site project manager. 23 Decarbonising owner-occupied homes: Research among vulnerable groups Considerations for future interventions This final section presents considerations for intervention development raised by research participants. Raising awareness of home decarbonisation measures Ideally, all participants felt it would be important for interventions to be developed that raise awareness and facilitate consideration of the installation of measures. This led to consistent requests for a centralised digital information hub and supporting information campaign that would raise the profile of the options and help demonstrate the physical, emotional, cost saving, and other benefits that installation of measures can offer. This could also overcome the issue of low prominence of measures socially, if it is shown that different people in different situations and areas are installing home decarbonisation measures. Participants suggested that this could be supported by a wider media campaign (including TV, radio and social media), as well as supplementation via offline formats such as posters or leaflets in relevant local community venues, to ensure this reaches older owner-occupiers. Those with health conditions wanted information to be provided in accessible formats, relevant for those who have hearing impairments, visual impairments, and neurodiverse conditions. Providing the opportunity to engage with a person directly for information and guidance was requested by the most vulnerable owner-occupiers. Use of trusted messengers While older participants trusted the government to provide information, other independent voices, such as Citizens Advice, Money Saving Expert, disability and health condition charities, and Age UK, were suggested by participants as important for building owner-occupiers’ confidence in messaging. Providing clarity over costs and grant or incentive eligibility While interventions to reassure and provide support for the costs of installation were relevant for all participants, they will be especially important for fuel-poor owner-occupiers. This sub- group also wanted grants to be provided, and well communicated, even for those not in receipt of benefits, ideally via access to a means of checking grant eligibility (possibly online via a dedicated website). Eligibility criteria, and any associated terms, would need to be plainly stated so they are easy to understand. Participants welcomed schemes that incentivise installation of measures, such as green mortgages that reduce lender interest rates, green badges that increase property value and incentives that support DIY installation of insulation. Targeted schemes Participants also suggested that schemes are devised to target or consider factors such as property age, property type, and area, so that owner-occupiers are clear about the relevance of schemes to them and their homes, and that schemes ultimately address the root causes of energy inefficiency and fuel poverty. Where possible, participants emphasised the importance 24 Decarbonising owner-occupied homes: Research among vulnerable groups of having an element of assessment for the suitability of their property for measures, whether conducted online by the owner-occupier or via an independent third party, which would help to persuade them of the need for, or the benefits of, installation and help to secure their commitment. Installer legitimacy Older owner-occupiers and those with health conditions were more focused on reassurance about installers’ legitimacy, skills and accountability and so suggested interventions that prove, validate, and assure the competence of local suppliers and installers, both before and once a job has been finished. They felt that approved supplier lists, vetted consumer reviews, supplier competence schemes, post-installation independent reviews or other consumer protection measures would help to build trust with suppliers and installers. Providing personalised support throughout installation journey Providing access to pre-installation consultation and personalised advice, and an on-site project manager to oversee and assist with installation, were ideas that were particularly attractive for owner-occupiers with health conditions. This sub-group also wanted information outlining how measures could help people with health conditions and reassurance about the potential effect of materials involved in measures on their health. 25 This publication is available from: www.gov.uk/government/publications/decarbonising-owner- occupied-homes-for-vulnerable-groups If you need a version of this document in a more accessible format, please email alt.formats@energysecurity.gov.uk. Please tell us what format you need. It will help us if you say what assistive technology you use. --- RAF063/2122 Decarbonising owner- occupied homes: Research among vulnerable groups Technical annex Conducted by Verian for the Department for Energy Security and Net Zero prior to the general election in the United Kingdom in July 2024. As such, any references to government policies, commitments, or initiatives may reflect the stance of the previous administration and were accurate at the time of fieldwork and writing. Verian (2024) Views expressed in this report are from the relevant research agencies, based on data collected from research participants and other evidence, and not necessarily those of the UK government. © Crown copyright 2024 This publication is licensed under the terms of the Open Government Licence v3.0 except where otherwise stated. To view this licence, visit nationalarchives.gov.uk/doc/open-government-licence/version/3 or write to the Information Policy Team, The National Archives, Kew, London TW9 4DU, or email: psi@nationalarchives.gsi.gov.uk. Where we have identified any third-party copyright information you will need to obtain permission from the copyright holders concerned. Contents Contents __________________________________________________________________ 3 1 Methodology ____________________________________________________________ 4 1.1 Sample structure _____________________________________________________ 4 1.2 Research approach ___________________________________________________ 6 2 Recruitment screeners ____________________________________________________ 8 2.1 Recruitment screener – owner-occupier groups _____________________________ 8 2.2 Recruitment screener – owner-occupier in-depth interviews __________________ 21 3 Research materials ______________________________________________________ 35 3.1 Topic guide ________________________________________________________ 35 3.2 Heat pump stimulus __________________________________________________ 53 3.3 Insulation stimulus ___________________________________________________ 61 3 Decarbonising owner-occupied homes: Research among vulnerable groups – technical annex 1 Methodology 1.1 Sample structure 82 participants took part in the research; 71 participated in 12 two-hour focus group discussions and 11 participated in 90-minute in-depth interviews. The sample was geographically spread across the UK, with a slight skew towards the North West and Greater London. Fieldwork waves took place between March and May 2024. Focus groups were set up as audience-specific sessions, to include participants with a mix of characteristics within each vulnerable audience. Three focus groups were conducted per audience, split over three research waves. While the fieldwork in Waves 1 and 2 was online, fieldwork in Wave 3 was face-to-face. Recruitment criteria ensured that recruited participants were the main or joint decision-maker in the household for home improvements. Additionally, in each focus group, 3-4 participants had already installed an energy performance measure and 3-4 participants had not engaged with government schemes to support installation of energy performance measures. The table below outlines the full sample achieved for the focus group sessions: Already installed measures Not engaged with govt schemes n=12 n=10 Audience Audience criteria Additional criteria Fuel-poor owner- occupiers n=18 People who spend more than 10% of their household income (minus any mortgage payments) on energy bills Mix of household compositions (e.g., single people, multi- person households) Aged 18-64 2 online sessions, 1 face-to-face session Older owner- occupiers Those who are 65 years old or older At least 6 people aged 75+ n=12 n=9 n=18 Mix of income brackets and household compositions (e.g., 4 Decarbonising owner-occupied homes: Research among vulnerable groups – technical annex single people, multi- person households) 2 online sessions, 1 face-to-face session A range of impairments (including physical and mental health conditions) 2 online sessions, 1 face-to-face session Owner- occupiers with long- term health conditions n=18 People who have a physical or mental impairment that has a substantial and long- term negative effect on their ability to do normal daily activities Other owner- occupiers (control) n=17 Those aged 18-65, who are not in fuel poverty and who do not classify themselves as having a long-term health condition Mix of income brackets and household compositions (e.g., single people, multi- person households) 3 online sessions n=12 n=9 n=10 n=8 In-depth interviews were conducted with participants with long-term health conditions, providing supplementary insight for those likely to experience barriers to accessing information. The table below outlines the full sample achieved for the in-depth interviews: Audience Audience criteria Additional audience- specific criteria Already installed measures Not engaged with govt schemes n=3 n=3 Visually impaired owner- occupiers Moderate or severe impairment n=3 Included one participant considered legally blind with a severe sight impairment, and two participants with moderate sight impairments 5 Decarbonising owner-occupied homes: Research among vulnerable groups – technical annex Hearing impaired owner- occupiers Moderate or severe impairment n=2 Neurodiverse owner-occupiers n=3 Neurodiversity that affects the ability to read/focus Carers n=3 Long-term carers looking after a disabled homeowner n=2 n=0 n=2 n=2 n=3 n=2 Two participants had moderate hearing impairments Although an interview was scheduled with a British Sign Language user in Wave 3, the announcement of the general election meant this needed to be cancelled Included one participant who had dyslexia and two who had impaired attention Included people assisting disabled owner- occupiers with decisions relating to their home 1.2 Research approach This research was qualitative in nature, involving deliberative workshop sessions in which participants were provided with information about different energy performance measures along a typical installation journey. The research was split into three waves, adopting an iterative approach. After the first wave of fieldwork in March, Verian conducted an interim findings presentation to the Department for Energy Security and Net Zero (DESNZ) stakeholders, to present emerging findings from the research. Following the interim presentation, DESNZ and Verian engaged in a collaborative review of the research materials. This review sought to assess how well the research materials were working together and address emerging findings from the research. As a result of this 6 Decarbonising owner-occupied homes: Research among vulnerable groups – technical annex review, Verian made amendments to the topic guide and stimulus materials to optimise the fieldwork process going forward. Following the second wave of fieldwork, a similar review took place, although only minor changes were made to the stimulus materials. 7 Decarbonising owner-occupied homes: Research among vulnerable groups – technical annex 2 Recruitment screeners 2.1 Recruitment screener – owner-occupier groups Participant details and declaration Contact details • Name • Email address • Phone number Recruitment method – please indicate • Recruiter database • Other (please record) Recruiter declaration The person named above has been recruited by me in accordance with the instructions and conditions within the Market Research Society Code of Conduct, Verian's processes, and procedures and GDPR regulations. • Signed • Name • Date • Backchecked: yes/no Participant Quotas • 12x 2-hour focus groups – o 9x online o 3x in person – Manchester • Wave 1 – 4x online focus groups with one from each ‘characteristic of interest’ w/c 18th March • Wave 2 – remaining focus groups conducted during main fieldwork period during w/c 2nd, 6th and 13th May No Location Characteristic of interest 1 2x Online, 1x F2F Fuel-Poor Homeowners – Spending over 10% of their income, minus mortgage repayments, on energy bills, ideally EPC below C (if known) 8 Decarbonising owner-occupied homes: Research among vulnerable groups – technical annex 2 3 2x Online, 1x F2F 2x Online, 1x F2F Older Owner-Occupiers – mix of pension, working and other Owner-occupiers with health conditions 4 3x online Other owner-occupiers Demographic characteristics of interest for all participant sub-groups: • All to be the main or joint decision-maker in the household for home improvements • Aiming to include 3 people who have already installed energy improvement measures. • Aiming to include at least 3 people per group who have not engaged with government schemes. • All to have permission to retrofit properties • Aiming for a mix of gender, age, location, ethnicity, property types, SEG, life-stage and attitudes to climate change, property ownership status Recruitment screener Interest in taking part Q1. Introductions "Good morning/afternoon, my name is X and I am calling from X, an independent research organisation. We have been asked to carry out research on behalf of the Department for Energy Security and Net Zero (DESNZ) and Verian, an independent research agency. DESNZ would like to understand how they can best support the improvement of