Understanding Demand for Retrofit
Literature Review
We’re proud to release our new literature review, ‘Understanding Demand for Retrofit’. The literature review brings together existing insight into what influences resident decision-making, highlighting the emotional, financial and practical barriers that prevent people from taking action. It challenges the idea that demand is just about making a choice in the moment. Instead, it shows that a series of conditions must be in place before someone is ready to act.
Supported by The MCS Foundation, the review calls for a broader, more realistic understanding of how resident demand for home energy upgrades is formed and why it often fails to take hold.
Despite the clear benefits of retrofit, including improved comfort, better health and lower energy bills, uptake remains low. In 2024, fewer than 100,000 heat pumps were installed, well short of the Government’s 600,000-a-year target. And while many households could benefit, only two in five homeowners are considering improvements.
Developed by the our ‘Driving Uptake’ Working Group (WG6)’, the report introduces a new framework for understanding demand, identifying four key components that shape behaviour over time:
AWARENESS – recognising the need for change and knowing what support exists
ATTITUDE – how residents feel about retrofit and the organisations delivering it
ABILITY – whether residents have the financial, practical or emotional means to act
APPROPRIATE TRIGGER POINT – the event or moment that prompts a decision
RETROFIT COMMUNICATIONS DIRECTORY
Alongside our literature review, we’re excited to launch the Retrofit Communications Directory – a growing bank of resources designed to support stakeholder engagement throughout the retrofit journey.
Whether you’re looking for case studies, practical guides, or creative campaign ideas, this directory brings together tools and insights to help you communicate retrofit effectively and meaningfully.
This is a living resource that will continue to evolve over time as new insights and materials emerge.
SHARE YOUR RESOURCE
Do you have a resource that could help others communicate retrofit more effectively?
Our Communications Directory is a growing collection of guides, case studies, videos, and tools designed to support retrofit engagement – especially with residents. If you’ve created or know of a resource that could help others explain, promote, or engage on retrofit, we would love to hear from you.
We welcome submissions that:
Focus on engaging residents or those working closely with them
Share knowledge in a way that can be easily accessed and understood by householders
Provide practical, clear, and evidence-based insights or tools
Are accessible online and free to view or download
If you would like to suggest a resource, email us at info@nationalretrofithub.org.uk with a brief description and a link. We review all submissions against our inclusion criteria and will let you know if it can be added.
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