Encouraging the Adoption of Heat Pumps Among Reluctant Demographics: A Comms Plan

Anja Floetenmeyer-Woltmann, a renowned communications expert specialising in energy transition and climate protection, has positioned herself as a key figure in promoting heat pumps on a national scale in Germany. Known as a "systems accelerator," Floetenmeyer-Woltmann is working tirelessly to educate the public about the benefits of heat pumps and mitigate the damaging effects of misinformation.

Floetenmeyer-Woltmann's six-point communication strategy is designed to engage hard-to-convince groups, particularly traditionalist and older demographics, to switch from oil and gas boilers to heat pumps. This strategy is based on cognitive dissonance research and includes practical support available from a single source.

The strategy works by using loss aversion, social proof, and risk mitigation to motivate people to make the switch. By emphasising the personal benefits of heat pumps and the reduced risk they pose compared to traditional heating methods, Floetenmeyer-Woltmann encourages people to take the first step towards change. The smaller the first step, the better, as it helps to get momentum underway.

The My Climate Coach campaign, which Floetenmeyer-Woltmann is working with in Hannover, Germany, provides households with the information they need to make an informed decision. The campaign offers a shortlist of information to gather and recommendations for trusted heat pump retailers and installers. The call to action leaves the audience feeling that they are not alone, have enough relevant information, and only need to do what they can manage.

The Region of Hannover aims to achieve climate neutrality by 2035 and sees heat pumps as a tool to reduce emissions in the built environment. In 2023, heat pumps featured in 28% of all Germany's heating system installations, and by the first half of 2025, it was 52%. Although only accounting for 7% of households, there were already 2 million heat pumps active in German homes in 2024.

Floetenmeyer-Woltmann is also working with the industry and ten German cities to deliver a nationwide heat pump roadshow. The roadshow aims to educate people about the benefits of heat pumps and address any concerns they may have. The strategy is applicable to nudging behaviour change for almost any troublesome topic.

However, it's important to note that not everyone is convinced of the benefits of heat pumps. Some believe it should be criminalized due to its impact. Despite this, Floetenmeyer-Woltmann remains committed to her mission, using her expertise to educate and inspire people to take action towards a more sustainable future.

The My Climate Coach campaign has delivered over 218 events, reaching more than 4,000 people, and causing an 85% activation rate. Floetenmeyer-Woltmann's six-point communications strategy has proven effective in increasing applications for heat pump subsidies by a threefold factor.

Anja Floetenmeyer-Woltmann is an energy transition expert and former managing director of the Climate Protection Agency Region Hannover. However, the exact year she left the German Energy Agency (dena) is not specified in the available information. Despite this, her contributions to the field of energy transition and climate protection are undeniable.

Encouraging the Adoption of Heat Pumps Among Reluctant Demographics: A Comms Plan