The Heat (Anxiety) Is Rising: What consumers need as winter costs climb
As the cost-of-living crisis continues to shape daily life in the UK, heating has become a growing source of worry for many households. With the Government’s new budget landing today and prices still rising, people are heading into winter with a sense of uncertainty about how they will manage the months ahead. Staying warm is no longer a background consideration; it’s something people are planning around more carefully than ever.
Our latest research shows how this is affecting behaviour, budgets and wellbeing for households across the country.
Why Younger Households May Feel the Pressure Most
Around two-thirds of people say they are concerned about their ability to sufficiently heat their home this winter. This concern is most pronounced among those aged 25–34 and 35–44, who face rising housing costs, childcare responsibilities and everyday expenses that continue to outpace wages. For many, heating has become another reminder of how thinly stretched household budgets have become.
For younger households especially, this pressure adds to years of financial instability. Many have already adapted their lifestyles to absorb rising prices, and heating now feels like one more strain to manage. It highlights how deeply the cost-of-living crisis is influencing even the most basic aspects of daily life—and why choices from both government and brands matter in helping people feel supported.
Consumers Are Planning Their Heating More Carefully
Interestingly, over two-thirds of people have created a heating plan or “winter strategy” for 2025. These plans may include:
heating only certain rooms
keeping heating to specific times
using plug-in heaters
applying for additional support
adjusting daily routines to reduce usage
For many, adjusting the thermostat on a cold evening has gone from something you barely thought about to a calculated decision that now requires active planning.
These strategies show how people are trying to stay ahead of financial pressure by breaking it into smaller, controllable choices. While this shows resourcefulness, it also reflects the level of vigilance many now feel they must maintain. Behind each adjustment is someone trying to protect their household from slipping into greater difficulty—and this is where timely support from policy and from brands can help ease both the mental and financial load.
This shift mirrors what we observed during the summer heatwave: a new, climate-driven seasonality in household spending. Consumers are no longer adjusting budgets around traditional retail peaks—they’re responding to environmental pressures and energy costs that now fluctuate with the weather. Comfort has become a seasonal expense, and the stakes are higher than ever.
Over 70% Are Cutting Back in Other Areas to Stay Warm
More than seven out of ten people say they have reduced spending in at least one area to afford heating this year. The most common sacrifices include:
Eating out (44%)
Buying new clothes or accessories (38%)
Socialising with friends (27%)
Subscriptions such as streaming or gym memberships (25%)
Pension contributions remain the least likely area to be cut (7%), revealing that people are protecting their future the best they can, even as they make difficult sacrifices in the present.
What stands out is the impact these sacrifices have on everyday life. Social activities, small treats and simple conveniences are often the first to go, even though they play a vital role in people’s wellbeing.
This is where brands can make a meaningful difference. Thoughtful winter offers such as discounted entry, bundled experiences or lower-cost memberships can give people permission to keep doing the things they enjoy. For many, a small reduction in cost is the difference between staying home to save money and taking part in something that makes winter feel more manageable.
Warm Spaces Aren’t Being Used as Widely as Expected
Warm spaces such as libraries and community centres have received significant attention as alternatives to heating your own home, but usage in these spaces remains limited. While 29% say they might deliberately spend more time in these public spaces to save money on their own heating costs, more than half (54%) say they won’t.
This gap suggests that practical support on paper doesn’t always translate into comfort in practice. Many people hesitate to seek help publicly or in ways that feel stigmatising. Those who would consider warm spaces tend to be among the most worried about heating costs, reinforcing that these facilities function more as a last resort than a mainstream solution.
For those with already busy schedules, perhaps these public spaces can create more of a welcoming environment whether that be child-friendly activities for younger families or space for remote workers to plug in.
A Hypothetical 20% Price Rise Would Create Significant Difficulties
When asked how they would cope with a hypothetical 20% increase in heating costs:
31% say they could cover it through income
22% would rely on savings
24% would use a mix of both
15% expect they would fall into debt
8% say they would have no way to pay the bill
The fact that nearly one in ten people say they would have no way to pay at all shows just how fragile many household budgets have become. Even those who could manage an increase would often be doing so at the expense of savings or long-term stability. It’s a clear indication that many people are living with very little margin for unexpected shocks.
So What? How Brands Can Support People This Winter
Consumers are adapting in ways that show both resilience and strain. They are reworking routines, creating heating strategies, cutting back on essentials and looking for stability wherever they can find it. The role of brands is not simply to lower costs, but to help people feel supported, informed and able to participate in everyday life without fear of slipping backwards.
Drawing on this research—and on our broader customer experience and reputation work—brands have four clear areas where they can make an impact:
1. Reduce uncertainty wherever possible
People fear unpredictability. Simple, timely communication about costs, changes, options and support helps people plan ahead. Our research findings consistently show that when organisations remove ambiguity, trust grows.
2. Offer practical support that’s easy to accept
Discrete, straightforward options like winter credits, reduced fees, simplified access to support all help people feel understood without having to explain or justify their situation.
3. Make everyday life more reachable
Since over 70% are cutting back, winter-specific offers such as discounted experiences, flexible memberships or community-led events help people stay connected and maintain the routines that support mental health.
For brands in heating, appliances and smart-home technology, there is also a clear opportunity to help households manage energy use more efficiently. Features that allow people to heat specific rooms, automate routines or monitor usage in real time make warmth and comfort feel more attainable without significant cost. Simple set-up, transparent pricing and practical guidance can ensure these products remain part of the solution rather than something families feel forced to cut back on.
4. Recognise that vulnerability is now widespread
More households are at risk of financial strain than ever before. Removing friction, training teams to listen and designing lighter-touch pathways to help are ways brands can meet people where they are.
This Winter Will Test Households, and It Will Test Brands Too
Heating is about more than staying warm. It shapes how safe people feel at home, how connected they remain to their communities and whether they can maintain the routines that support their wellbeing. As the cost-of-living crisis continues, the brands that stand out will be those that understand the real people behind the statistics and respond with empathy, clarity and meaningful support.
Our Reputation and Customer Experience research shows a clear through-line: when organisations make life easier during moments of pressure, trust rises, reputations strengthen and loyalty becomes more resilient. This winter will be challenging for many, but the choices brands make now will be remembered long after the cold weather passes.
These findings represent more than trends; they reflect the lives and concerns of real people. If your organisation wants to build trust, design more supportive experiences or better understand what your customers need this winter, contact us. We’re here to help.