Social tenants on tight budgets
www.nesta.org.uk/feature/targeting-heat-pumps-eight-key-consumer-audiences-july25/segment-h-social-tenants-on-tight-budgets/
www.nesta.org.uk/feature/targeting-heat-pumps-eight-key-consumer-audiences-july25/segment-h-social-tenants-on-tight-budgets/
Made up of 6.6 million households, this segment tends to be on very low incomes, living in homes rented from local authorities or housing associations. These properties tend to be found in low-rise blocks where private outdoor space is limited. These households live across the UK, but can be prominent in post-industrial urban centres, such as Glasgow or Hull.
They are more inclined to focus on immediate financial needs, which understandably often take precedence over long-term environmental considerations. This was the segment most likely not to consult any sources before making financial decisions (47%). 59% say it costs too much to be green all the time, and, due to financial constraints, this is the segment least likely to be happy to pay more for products that are good for the environment (60% say they mind spending more).
36% of this segment would consider a heat pump for their next heating system in the next five years. However, they are reliant on their landlord to change their heating system. The biggest enabler to getting one would be lower home energy bills (18%), followed by environmental factors (13%).
Take me back to the main feature page
Or take a look at our Methodology
