Around 1.7 million households make up this group of generally older, financially stable retirees – with 64% of heads of household in this segment aged 56 or above. They tend to live in rural locations in large, older, detached homes, often off the gas grid, with big gardens. This segment is prominent in predominantly rural regions on the geographical edges of the UK, such as the Highlands and Devon.

32% are saving for retirement, with the same number saving for holidays or travel. This was the group most likely to have made a major home improvement in the last 12 months (10%). This was also the segment most likely to consult an independent financial advisor before making a financial decision (28%). 17% of this segment are members of the National Trust. They use the internet infrequently, preferring to access information through physical media, such as newspapers and magazines.

This group tends to choose green products that improve their lifestyle, rather than because of the potential benefits to the environment. Being less eco-engaged, heat pump adoption tends to be out of necessity. Given that many of them rely on oil for heating, switching to heat pumps is attractive due to the significant cost savings. In addition, one in five have solar panels, meaning they could make big savings on their heating bill by moving to a heat pump. A quarter (26%) said a heat pump is affordable.

Less than half (45%) of this group would consider a heat pump as their next heating system in the next five years. The biggest barrier to getting a heat pump for this group is the installation cost (24%), while a further 14% claim it wouldn't be suitable for their home, and 14% say it wouldn’t keep their home warm. The benefit most likely to persuade this group would be environmental (16%), closely followed by lower home energy bills (15%).