Engaging residents with climate action

The launch of the Warm Homes: Local Grant marks a significant step forward in supporting local authorities to deliver energy efficiency upgrades to households across the UK.

With funding now allocated, councils face both exciting opportunities and complex challenges, particularly in reaching the right residents and ensuring inclusivity across income levels.

To help local authorities navigate the challenges with retrofit roll-out, we hosted a webinar, Warm Homes, Engaged Communities, bringing together experts from Energy Saving Trust to share insights, tools, and case studies drawn from extensive work with local and combined authorities.

An update from our policy team

Political context

One year into the Labour Government’s term, the administration is pursuing ambitious goals, including driving economic growth and establishing Britain as a clean energy superpower. However, it faces several challenges, such as public backlash over winter fuel payments and ongoing welfare reform debates..

Clean energy mission

Ed Miliband, as the Secretary of State for Energy Security and Net Zero, is aiming to achieve a near-fully clean electricity grid by 2030. Recent developments include the publication of a solar roadmap and a strategy from the onshore wind task force.

Funding and policy developments

In the June Comprehensive Spending Review, £13.2 billion was allocated to support these initiatives. These measures could help households save up to £600 annually. Supporting policies include the introduction of minimum energy efficiency standards for private rental properties, a reform of Energy Performance Certificates (EPCs), and the upcoming Future Homes Standard (expected in autumn), which will require most new builds to include solar panels.

What can local authorities do to overcome retrofit challenges?

Reframe the message

The messaging around retrofit should move away from abstract climate goals and instead highlight tangible co-benefits. These include warmer, healthier, and more affordable homes, reduced fuel poverty, improved health and wellbeing, and local economic gains.

Communications must feel personal and relevant, recognising that homes are intimate spaces rather than just data points.

Focus on localised, people-centred engagement

Effective retrofit messaging avoids technical jargon like “net zero” and instead focuses on local needs. For example, the North East Combined Authority reframed energy advice to address child poverty in the private rented sector (see page 15).

Target messaging with data

Energy Performance Certificate (EPC) data alone is insufficient for effective targeting. Deeper insights are needed to identify the right homes for retrofit. Tools like Energy Saving Trust’s Home Analytics provide more precise and impactful delivery strategies.

Tailor the delivery model

Watch the webinar for more details on which delivery model may work for you, why, and how to develop the right approach, or get in touch – our team are on hand to help you create a roll-out plan

Digital engagement strategies for retrofit success

Why digital-first matters

With limited funding and staff capacity, digital tools present the most cost-effective and scalable way for local authorities to engage residents. A digital-first approach is not only quick to implement but also adaptable to authorities of different sizes, while supporting a wide range of resident needs.

Energy Saving Trust has a digital energy advice tool called Homewise available to local authorities, designed to help households looking to save on their energy bills and upgrade their homes.

Multi-channel advice delivery is best

Jamie highlighted the North East Combined Authority’s Energy one-stop shop model as an example of effective multi-channel advice delivery.

This model includes:

• Telephone advice lines for personalised support.
• In-home visits to build trust and address complex cases.
• The Homewise digital tool, which offers self-guided, tailored advice to residents.

Residents feel empowered through customisation

Data from Homewise shows that 62% of users choose to create a customised plan rather than selecting a pre-packaged option.

This indicates a strong desire for control and personalised advice, which is key to motivating action. While tailored advice is effective, giving residents ownership of their retrofit journey proves even more powerful.

Use behavioural insights to deepen engagement

Capturing behaviour energy use data from tools like Homewise can help councils understand how residents use energy in their daily lives. This enables more tailored advice for vulnerable groups and supports the design of future programmes based on real user behaviour.

Watch the webinar for more advice on using digital tools to engage residents.

Conclusion

As the UK accelerates its journey toward a low-carbon future, local authorities are at the forefront of delivering meaningful change in communities. This webinar underscored the importance of clear communication, tailored engagement, and digital innovation in making retrofit programmes successful and inclusive. By focusing on the real-world benefits of energy efficiency – healthier homes, lower bills, and stronger local economies – councils can build trust and drive action. With the right support, tools, and strategies, local authorities are well-positioned to lead the way in creating warmer, greener homes for all.