Summary

The Minnesota Air Source Heat Pump (ASHP) Collaborative, in partnership with the Behavioural Insights Team (BIT), conducted research to understand what drives or hinders homeowners from adopting ASHPs. The study found that while efficiency and long-term savings are strong motivators, barriers like upfront cost and lack of awareness often slow adoption. The research also tested communication strategies to simplify decision-making. In making use of these insights, The Collaborative aims to develop more effective outreach tools to boost broad heat pump adoption, increasing statewide energy efficiency across Minnesota.  

The research will provide heat pump market actors valuable insights into consumer behavior, helping them tailor outreach, product offerings, and services to address key barriers and motivators. This aligns with the broader mission of The Collaborative and ETA to accelerate the adoption of energy-efficient technologies, driving market transformation and reaching our goal of equitable decarbonization across Minnesota.  

Messaging strategies to drive heat pump adoption in Minnesota