New research has identified messages that are more likely to encourage consumers to plan ahead for the replacement of an older boiler.

Which? stated that its findings will help homeowners to avoid the stress and inconvenience of a last minute purchase, and allow time to consider switching to a new electric heating system. The MCS Foundation has supported some of the research and marketing activities in this project.

The research revealed the top three message themes that were most effective in engaging homeowners. The first theme was messages that reduced immediate barriers such as cost: “Government grants and loans could make upgrading your boiler to a heat pump more affordable”.

The second was messages that highlighted tangible risks of delay, like losing heating or hot water: “Planning ahead for your next heating system means you won’t be left without heating or hot water when it matters most”.

The third was messages that framed planning as a practical, manageable step: “Planning ahead your boiler replacement means it can be done when convenient to you or alongside other major works”.

Which? said its findings suggest that combining the first two messages was the best way to engage the most homeowners.

If messages about financial support were excluded, the three messages that achieved the highest homeowner reach combined were those that highlighted tangible risks of delays, that reframed planning as a practical manageable step and that included moving on to a heat pump for sustainability reasons.

The company reported that these messages worked across most groups of homeowners, with some small exceptions. For example, it noted that families are more motivated by messages that highlight the cost and lack of choice a last minute boiler breakdown can incur.

Jenny King, head of Home Energy at Which?, said: “Last-minute boiler breakdowns and emergency call-outs create unnecessary stress for homeowners and put extra pressure on installers, particularly during the busiest times of year. Installers are often the only professionals homeowners discuss their heating plans with, which makes it especially important that the right messages reach homeowners at the right moment, whether through installers or other trusted information sources.

“Our new research provides useful guidance for government and installers by explaining which messages are most likely to resonate with homeowners and encourage them to plan ahead. By focusing on affordability, avoiding disruption and making replacement feel manageable, government and industry can help reduce stress, spread demand more evenly and give homeowners the time they need to consider low-carbon heating options.”

Which? has called on governments and companies to support initiatives that enable targeted engagement with homeowners at key decision points. For example, homeowners with older boilers who are approaching the point where they will need to replace their boiler.

It has also encouraged them to use regular communications to encourage early planning for boiler replacement. This will help homeowners avoid last-minute distress purchases and create a natural opportunity to consider electric heating, it noted.

Which? added that governments and companies should focus messaging on what matters most to homeowners. The company’s research suggests that affordability, reduced disruption and convenience are the themes that are most likely to drive engagement.

They should also provide accessible information and advice to support decision making, Which said.