Heat pumps are known to reduce home energy costs by 40% and household carbon emissions by at least 75%.

• 60% of Europeans are considering, or have already decided, to turn down their heating this January.
• 5% even said they would turn their heating off entirely.
• Nearly three-quarters (73%) of respondents cited high energy prices as the main reason for turning temperatures down – showing the growing financial pressures on European households.
• On average, Europeans are willing to let their home get as cold as 14°C before they turn the heating on.
• One in four Europeans have also pledged to spend less on food this year to help pay for heating costs, while 44% will spend less on clothes and 41% are cutting down on leisure activities.
• There is a solution with clean energy-tech, as 13% of Europeans are considering the installation of a heat pump in 2024 to provide efficient and sustainable heating.

The data paints a picture of resilience and adaptability amidst challenging financial conditions, with Europeans resorting to numerous strategies to keep warm without cranking up the heat.

Despite low temperatures across the continent, 60% of Europeans are considering, or have already decided, to turn down their heating this January, with 5% deciding to turn it off completely, in response to the financial crunch, soaring heating costs and environmental concerns.

The trend is revealed in a new social attitudes survey commissioned by Swedish clean energy-tech company, Aira. The survey found that two-fifths (39%) of Europeans say they expect temperatures at home to be the coldest they have ever lived in, as millions pledge to keep home heating low.

The research found that the trend may last long into 2024 – over a quarter (29%) assert they will maintain lower than normal home temperatures well into late February, undeterred by the prospects of cold conditions, even though 69% expect to get a cold and 62% anticipate flu-like symptoms to take hold.

When asked for the main reasons behind giving home heating the cold shoulder, financial pressures topped concerns, with 73% of survey participants citing high energy prices as a main concern. Simultaneously, 38% say more general personal finance concerns are an issue. Alongside a global call for climate action, 30% of survey participants are motivated by environmental concerns, acknowledging the need to decarbonise residential heating, which is the third largest source of CO₂ emissions in Europe.

The data paints a picture of resilience and adaptability amidst challenging financial conditions, with Europeans resorting to numerous strategies to keep warm without cranking up the heat. 62% are even willing to wear slippers, 55% a dressing gown, 60% extra socks and 44% are choosing to wrap up in extra layers before turning the heating on.  Additionally, 16% of respondents who are lowering or turning off their heating say they will be wearing outdoor clothes, such as a hat and coat, inside to stay warm!

One in four Europeans have also pledged to spend less on food this year to help pay for heating costs, while 44% will spend less on clothes and 41% are cutting down on leisure activities. Meanwhile, another 7% are spending more time in heated public spaces like libraries, cafes, and community centres to stay toasty without touching the thermostat at home – and 4% are even moving in with family to save on costs.

The clean energy-tech solution

The case for alternative home energy heating solutions is rapidly growing, with 13% of Europeans considering the installation of a heat pump in 2024 to provide efficient and sustainable heating in the years to come.

Heat pumps are already the number one home energy solution in Scandinavian countries - such as Sweden, which is known for its harsh winters and has recently experienced record low winter temperatures – and provide reliable, clean energy for homes while slashing CO₂ emissions and home heating bills in the process.

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