The era of the eco-curious: Can I live more sustainably and spend less?
.jpg)
A new report by clean energy-tech company Aira, reveals that 77% of homeowners are impacted by rising energy costs, proving the critical need to shift towards more sustainable and cost saving heating solutions.
The risk of ‘energy poverty’ - when a household has to reduce its energy consumption to a degree that it has a negative impact on an individual’s health and wellbeing - has been quietly growing throughout the cost-of-living crisis, with almost half (44%) of people having to dip into savings to pay their energy bills.1
Aira’s latest report, The era of the eco-curious: Can I live more sustainably and spend less? reveals that people are already taking small steps to live more sustainably, with 25% of Germans switching to eco-mode on their washing machine, 29% of Brits buying second-hand clothing and 44% of Italians using appliances out of peak periods. Whilst 42% of people still associate heat pumps with high upfront costs, these small steps highlight the desire to live more sustainably and create new hope for heat pump adoption.
Industry experts argue that despite the challenges of the cost-of-living crisis, the combination of increasing energy costs and lower incomes is encouraging a broader reevaluation of energy usage, driving a new era of eco-curious consumers. Aira’s survey reveals that 50% of consumers would switch to heat pumps if they perceived them as more affordable, signaling an opportunity for both governments and businesses to help accelerate adoption with education and financial incentives that increase accessibility.
Carolyn Snell, Professor of Social Policy at the University of York, says: “There can be a perception that heat pumps are more expensive to run, they're difficult, and they're not going to make things as warm as you want them. There's a real lack of good information around it, and a lack of trusted information as well. Historically, energy is an area where there's a lot of mistrust – it goes back to the 1990s.”
Heat pumps have already cut CO2 emissions by 8 million tonnes2 with the potential to save households up to 40% on heating costs.
By making the simple shift to cleaner, greener heat pumps, people can save an average of €830 a year3 and disruptor brands, like Aira, are already working to remove barriers to adoption, with monthly payment plans and extended warranty for complete peace of mind.
“Our report shows that energy costs are now a critical challenge for households and are creating anxiety as winter approaches. However, a generation of eco-curious individuals are slowly realising that their carbon footprint—and their energy bills—can be drastically reduced by adopting clean energy-tech.”
Pamela Brown
Aira's Consumer Expert
Pamela Brown, Aira's Consumer Expert continues, "At Aira we increase accessibility to these solutions with monthly payment plans and offer complete peace of mind with a 15-year guarantee, enabling people to live sustainably without spending more.”
Download the report
1 Aira survey conducted of homeowners with an independent heating system – 2000 German respondents, 2000 UK respondents, 1500 Italian respondents
2 European Heat Pump Association data published in Euronews, 2023
3 The Future of Heat Pumps report by The International Energy Agency (IEA), 2022, p12
Notes to editors
[Survey methodology]
A total of 5,500 homeowners in Germany, Italy and the UK were surveyed for this study. The survey was conducted by the international market research agency OnePoll on behalf of Aira and took place between 7 and 9 October 2024. The survey was conducted in online format as a CAWI (Computer Assisted Web Interviewing) and was aimed at homeowners who use an independent heating system. The sample comprised 2,000 participants from Germany, 2,000 from the UK and 1,500 from Italy, ensuring a representative database for these countries.
Average percentages above are across respondents from Germany, Italy and the UK, all of which are homeowners with an independent heating system. Market breakdowns can be found below:
About Aira
Aira provides clean energy-tech solutions to consumers and is set to become Europe’s number one direct-to-consumer brand within the industry. Aira accelerates the electrification of residential heating with intelligent clean energy-tech to enable the net zero future we all need. With Aira, consumers across Europe have a go-to-provider for complete home energy saving solutions, with intelligent heat pumps at the heart. Aira's vertically integrated model, combined with our consumer-centric monthly payment plan that requires no upfront cost, enables best-in-class consumer economics and cost leadership. Aira’s mission is to empower people to join the clean energy revolution, one home at a time. Founded in Stockholm, Sweden, by Vargas Holding and backed by climate and innovation investors including Altor, the Burda family, Collaborative Fund, Creades, Kinnevik, Lingotto, Nesta Impact Investments, Statkraft Ventures, and Temasek.
%20(1).jpg)
.jpg)
.jpg)
