The Scottish Government aims for over a million homes across the country to be upgraded with improved energy efficiency measures and zero emissions heating systems such as heat pumps by 2030 in order to meet Scotland’s climate targets.

As the vast majority of homes are owner-occupied (58%) and a further 15% privately rented, EHA said it is essential that the requirements are clearly communicated and framed in a positive light to support compliance to owners and private landlords who will be required to carry out and pay for much of the work.

It has published new research that sets out proposals for key messages that it said should be used in national and local public information campaigns.

The Scottish Government has committed to developing a Public Engagement Strategy and it is hoped that the research findings will help to inform the new strategy.

The research, which was carried out by BE-ST, urges the Scottish Government to invest in a high-quality national campaign in collaboration with local organisations. Alongside the campaign, EHA said a wider framework of advice, financial support, and regulations is needed so homeowners and landlords understand what is expected and where to go for help.

Lori McIlroy, chair of EHA, said: “We must act quickly if we are to meet the legally binding target of net-zero by 2045 and ensure that everyone is living in a warm, energy efficient and affordable to heat home. Private homeowners, tenants and landlords across Scotland need clear and effective communication setting out what is required by when, and what measures will be in place to support them to upgrade their homes.

“We know that the prospect of carrying out work on your home can be daunting, that’s why it’s so important for the Scottish Government to get this campaign right. In order to achieve positive behaviour change, people need to understand why they are being asked to take action and what the many benefits will be – such as saving money, improved comfort, better health and well-being, and increasing the value of their property. They also need to know that there will be support in place to help them through the process.

“We urge the Scottish Government to consider this research alongside our work on creating the ideal customer journey, ensuring that every homeowner and landlord across Scotland understands their role in meeting net zero.”

Helen Maguire, head of marketing and communications at BE-ST, said: “There is so much great work being carried out by lots of different organisations to help homeowners make their homes net zero ready, but it needs to be amplified to increase awareness because we are running out of time. This can be done with a range of targeted and evolving messaging, supported by a national campaign and robust channels.”