5.5 million households make up this segment, which tends to be older (with 79% of heads of household aged 56 or older), high-income homeowners. This segment tends to live in large detached properties with very high property values and big outdoor spaces. Residents have often lived in the property a while, and so properties often have no to little outstanding mortgage. This segment is prominent in commuter boroughs such as Dagenham and Enfield.

This group is more likely to use landline phones for calls and tend to be less confident with trying new technology, with 71% saying they don't rush into it. They may watch TV, but prefer to watch it live rather than through streaming services. 30% are saving for holidays or travel.

While generally financially comfortable, they can be sceptical when it comes to green technologies, doubting both their necessity and benefit. They tend to be averse to changing their lifestyle for environmental reasons, as they are generally comfortable with what they have. This comes through in their responses to which of the benefits of heat pumps would most likely encourage them to buy one – they were generally ambivalent about the benefits – however, the biggest benefit they could see would be lower energy bills (16%).

This segment tends to live in homes suitable for heat pump installation, with 67% having private outdoor space and 42% having space for a hot water cylinder. One in ten also have solar panels. However, only 40% of this group would consider a heat pump for their next heating system in the next five years – this is below average, especially when compared to the other segments who could afford it.

For 30%, the biggest barrier to getting a heat pump would be installation costs, while they were also the most likely group to suggest that they were happy with their current heating system and don't see any reason to change it (14%). A further 14% are not convinced the technology would be good enough to heat their home.