Over 3 million Brits shut off heating this January as living costs soar

Chill Out, Not Cut Out: Britain Embraces “Thermal Thriftiness”

When a New Year Promises Discounts, It’s on the Heater – Not the Grocery Store

The calendar turned over, and with it came a frosty commitment that’s sweeping the UK: Thermal Thriftiness. It’s the new ‘save‑money’ craze that has folks dialing down the heat in pursuit of a cooler wallet.

How the Trend Started

Aira – a Swedish clean‑energy start‑up that can’t get enough of sparkling fresh air – ran a fresh social attitudes survey. Their findings? A chilling revelation: 64% of Britons planned to lower the thermostat in January, while a daring 7% made the bold decision to hit pause on heating entirely.

Key Takeaways (in a Cool Tone)

Cooling Down – 64%’ll reduce the heat this New Year.
Heating Off? Yes! – 7% plan to switch their radiators off.
Winter 50, 51, 52, 53… as Cold as Ever – 44% expect the toughest in‑house chill they’ve ever put up with.

Imagine living in a giant fridge that’s been around the world, but the only thing that’s reduced is the power bill. The new trend reflects a surge of emotional and economic nerves amid soaring heating costs:

People want to stay warm, but the cost of warmth is high.
Britain’s knuckles are tightening, and the house feels colder.
The go‑to feeling is “Can’t afford a warm, cosy rooms? Let’s keep the thermostat low.”

So as bright flashes of candied gum and shimmering glitter fill our holiday gatherings, it’s not just about savings. It’s about sociable, inventive options while still keeping families snug.

And… There’s more news about it?

Don’t miss the rest of the story about how the country’s cold–resilience plan could blow your socks off … metaphorically and literally!

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Energy Crunch This Winter: How Brits are Keeping Warm on a Budget

Ofgem’s latest policy could allow energy firms to cut deeper into households and limit supply over the next months. That might sound dramatic, but the real story is how people are coping when the cash register’s feeling tight.

What the Numbers Say

36% of respondents say they’ll keep their houses below the normal chill‑point all the way to late February.
Even though 64% expect the weather to get frosty and 52% predict flu‑like symptoms, most are not turning the heat up.
High energy bills are the top culprit – 76% of survey participants put financial pressure front and center. 47% added general money worries into the mix.
24% nod to environmental reasons, sweating the need for decarbonised heating (residential heating is the third‑largest CO₂ emitter in Europe!).

Warm Strategies – not to be Doomed by the Dry

People are pulling out all the stops, or as some might call it, “a full wardrobe of cozy.”

68% will don dressing gowns before turning the heater on.
67% start the day in slippers.
66% layer up the extra skins.
65% will even add socks to guard against the chill.
25% who’re reducing heat will slip on outdoor gear – hats, coats, even windbreakers – a la indoor fashion resistance.

Saving Solar‑Friendly Savings? A Quick Playbook

One in four (25%) plan to cheat on groceries to free up room in the budget. Same logic goes for 22% who’ll cut back on apparel. 24% will shrug off a few top‑up leisure outings.
Only 9% will spend extra time in public comfort zones – think libraries, cafés, community hubs – keeping a shoulder massage on their fingertips. An extra 3% go housing with family to cut the heat bill.

In short, people are configuring their own “retro‑cool” ecosystems. No surprise that resilience shines through across the UK, even when the boot strap’s not so hopeful.

The clean-energy tech solution

Why Heat Pumps Are the New Hot Trend in Home Heating

If you’re one of the 5.8 million Brits already thinking about installing a heat pump in 2024, you’re not alone— 11 % of households are leaning toward this clean‑energy solution. It’s not just an empty statistic; it’s the concrete shift happening right now.

Scandinavian Power‑Play

Countries like Sweden that tackle brutal winters have adopted heat pumps as the go‑to cooling‑to‑heating switch.
They keep the winter chill out, the bills down, and the CO₂ under control.
Think of it as the black‑hat hack of heating tech—efficient without the “do‑your‑own” hassle.

The Current Reality in Europe

Despite the clout of heat pumps, 130 million European households still rely on gas or oil boilers. That’s 25 million UK homes fueling 16 % of the country’s CO₂ emissions.  

CEO Martin Lewerth Speaks Out

“This research proves we’re still stuck in the age of soaring energy prices and rock‑solid dependence on imported fossil fuels,” says Martin Lewerth, CEO of Aira Group. He’s all in for the electrification of residential heating.

“We’re on a mission to turn heat pumps from a luxury to a standard—make them affordable and add a hassle‑free, all‑in plan with a low monthly fee.”

Practical numbers that can put a smile on your wallet:

Switch from a gas boiler to a heat pump and save ~25 % on heating costs.
Household emissions drop by at least 75 %—and if you power it with fossil‑free energy, that plummets to 100 %.
No lifestyle changes required—just a cleaner, cheaper home.

What’s Next for Your Home?

Ready to retrofit your house? The transition to electric heating is smoother than you think, and with a little upgrade, you’ll be humming the song of savings long before the next energy crisis hits.