New research reveals a stark gap between public enthusiasm for green energy and willingness to invest in renewable technology

Three-quarters of UK consumers believe the country should increase its use of renewable energy, yet the majority have no plans to adopt green technology in their own homes over the next five years, according to our survey of nearly 3,000 people across the UK.

The online study on the TLF Panel, conducted in September 2025 with 2,805 respondents, exposes a significant disconnect between consumer attitudes and actions when it comes to renewable energy adoption.

Strong Support, Limited Action

When asked whether the UK should use more renewable energy sources such as solar, wind, bioenergy, heat pumps, or hydro power, 75% of consumers said yes, with only 13% opposing and 13% unsure. However, this enthusiasm doesn't translate into personal investment: just 11% of respondents are considering renewable energy options for their homes in the next five years, while 53% have ruled it out entirely.

Perhaps most telling is the substantial "persuadable middle" - 36% of consumers who answered "not sure" about future adoption. Among 18-24 year olds, this uncertainty rises to 49%, suggesting a significant opportunity for targeted education and clearer information about renewable options.

Currently, just over half of UK households (52%) use renewable energy in some form. Of these, 37% access it through their energy supplier's green tariff, while 15% own their own renewable technology such as solar panels or heat pumps. A significant 40% don't use renewable energy at all, and 11% are unsure whether their household does.

The Youth Divide

The research reveals a stark generational divide in both attitudes and adoption. Young adults aged 25-34 are the most enthusiastic demographic, with 81% supporting increased renewable energy use nationally, with 79% among 35-44 year olds and 76% among 18-24 year olds. This age group also leads in adoption, with 75% using renewable energy either through their supplier (52%) or by owning their own systems (23%).

In contrast, the over-65 demographic shows the least enthusiasm, with 67% supporting renewable energy expansion. More significantly, they're also the least likely to adopt it themselves: over 50% of those aged 55 and above don't currently use renewable energy.

The consideration gap widens dramatically with age. While 20% of both 18-24s and 25-34s are considering renewable energy options for the next five years, this plummets to just 8% among 55-64 year olds and a mere 3% for over-65s. This suggests that even among younger, more enthusiastic demographics, conversion from support to action remains a significant challenge.

Cost: The Overwhelming Barrier

Financial concerns dominate the reasons for non-adoption. Among consumers who don't currently use renewable energy, 52% cited high upfront costs as the primary deterrent, while 21% said green energy tariffs are more expensive than conventional options.

When asked about barriers to home installation, the picture becomes even clearer: 62% identified installation costs as their main obstacle - far exceeding other concerns. The cost barrier increases with age, with 67% of 55-64 year olds and 65% of over-65s citing it as their primary concern, compared to 51% of 25-34 year olds.

Property suitability came second at 25%, followed by unconvincing benefits (20%), lack of priority (19%), insufficient government incentives (18%), and inadequate infrastructure (16%).

The Information Gap

Interestingly, younger consumers face different barriers than their older counterparts. Knowledge gaps and access to trusted information emerge as significant obstacles for younger demographics - 27% of 25-34 year olds cite knowledge gaps as a barrier, compared to just 8% of over-65s. Similarly, 24% of 18-24 year olds struggle with finding trusted information, compared to 13% of over-65s.

This suggests that younger consumers, despite their enthusiasm and greater willingness to adopt renewable technology, are hampered by inadequate guidance and unclear information about their options—a gap that targeted education campaigns could address.

The Benefits Question

Older consumers express more scepticism about renewable energy's value proposition. Among over-65s, 31% cited unconvincing benefits as their main barrier after cost - likely reflecting concerns about long-term return on investment given their life stage. This contrasts sharply with younger demographics, where fewer than 10% of under-45s questioned the benefits.

The research also found that 28% of 55-64 year olds don't find the potential benefits convincing, compared to just 8% of 25-34 year olds, highlighting a significant generational divide in perceptions of value.

Other reasons for non-adoption included infrastructure limitations (20%), Britain's weather being unsuitable for renewable energy (13%), and outright disbelief in the technology (11%).

Solar Panels Lead the Way

For the minority of consumers who do own renewable technology, solar panels are by far the most popular choice. Among those who own renewable systems, 84% have solar panels installed, while 34% own heat pumps.

However, heat pump adoption reveals interesting generational patterns. Among renewable energy owners aged 25-34, 53% have heat pumps - significantly higher than any other age group. This drops to just 17% among over-65s, suggesting younger consumers are more willing to embrace newer heating technologies.

Among those considering future adoption, solar panels remain the preferred option, with 80% of prospective adopters planning to install them, while 39% are considering heat pumps.

A Call for Action

The research paints a picture of a population broadly supportive of renewable energy in principle but held back by practical, financial, and informational barriers. With the majority of consumers not planning to invest in renewable technology over the next five years despite supporting its expansion nationally, the findings suggest a multi-pronged approach is needed.

For younger consumers, better education, clearer guidance, and access to trusted information could convert enthusiasm into action. For older demographics, more compelling demonstrations of long-term value and improved financial incentives may be necessary to overcome scepticism about benefits and concerns about upfront costs.

The substantial "persuadable middle"—particularly the 49% of young adults who are unsure about adoption - represents a significant opportunity. Without intervention addressing these varied barriers across different age groups, the UK's residential renewable energy adoption may continue to lag behind public sentiment.

The question facing policymakers and the renewable energy industry is clear: how can the 75% who support renewable energy be converted into active participants in the green energy transition?