The Heat Is On: How Brands Can Beat the Heat and Win Consumer Loyalty Year-Round
As the UK faces yet another summer of heatwaves, brands must recognise that extreme heat is becoming a regular feature of UK life – and adapt quickly to this new climate reality. Beyond the physical discomfort, rising heat is reshaping how consumers shop, and what they’re saving money for. And according to new survey insights from The Harris Poll UK, a Stagwell Company, it’s clear the public want support and are expecting brands to step up.
70% of people said recent heatwaves have significantly or somewhat disrupted their daily routines. This disruption was especially pronounced among younger adults (18–34), where the figure jumped to 91%, compared to lower levels among those aged 55 and over. Regionally, disruption was slightly higher in southern areas (74%) versus other parts of the UK (67%).
Two in three respondents are concerned about the increasing frequency of heatwaves – and just as many say they’re now thinking more about how to prepare for them than they ever have before. Extreme heat is no longer seen as a rare event. People are planning for it like they plan for icy roads or increased use of heating in their homes during winter.
Perhaps most striking: 32% of respondents said they’ve already chosen a brand this year based on how it responded to extreme weather. Among 25–34-year-olds, this jumped significantly to 69%.
UK consumers are expecting brands to adapt alongside them. Brands that anticipate consumer needs, support financial resilience and offer genuine care will be the ones that thrive.
Heatwaves change the shopping habits of UK consumers, particularly in younger age groups
This summer alone, prolonged heat has led to noticeable changes in consumer behaviour. High Street footfall has dipped with shoppers avoiding hot, crowded spaces and unpredictable climate control. Meanwhile, purchases in categories like bottled water, electric fans and sun protection have spiked. In our recent poll, UK consumers called out some of the ways their behaviours were changing – from staying home and being less active when the heat is at its peak in the afternoon, through to showering more and avoiding meals that involve turning on the oven. When it comes to shopping:
20% avoided physically going into shops during the recent peak heat days.
1 in 3 said they switched to online shopping during hot spells, and this increased significantly to 2 out of 3 for those aged 24-35.
63% adjusted what they were buying too – with a higher composition of their basket being snacks and lighter meals alongside cold drinks.
These stats show a clear shift in behaviour – particularly in how and when people want to interact with brands. Beyond product and pricing strategies, brands can show real empathy in how they support customers during heatwaves. A few simple, yet powerful examples include: supermarkets that provide hydration stations. Delivery services that offer timed drops to avoid the hottest parts of the day. Insurers that streamline claims processes for heat-related damage. These gestures may seem small, but they can build trust in big ways.
A strong digital presence is also critical for customer-centric brands. When venturing out feels unsafe, consumers turn to apps and websites for solutions. A fast, mobile-friendly experience with relevant recommendations (e.g., ‘stay cool’ product options or real-time delivery updates) can boost loyalty and conversion.
Cooling comes at a cost and people are investing in tech to help them cope
Keeping homes cool can be costly, especially for those living in poorly insulated properties without adequate airflow. Fans and air conditioning units are in high demand, yet often out of reach for low- and middle-income households.
Extreme heat isn't just uncomfortable – it's expensive. Our survey found:
Only 50% of respondents feel their home is set up successfully to help them keep cool at home.
53% have already spent money this year on cooling products like fans, blackout blinds or portable AC units, and a further 8% intend to spend through this summer. This spend isn’t an insignificant value – half of the 53% have already spent over £100 this summer.
Of those households who haven’t, 12% said they wanted to but couldn’t afford it.
This opens a clear opportunity: brands that help make sustainable cooling tech more accessible can win loyalty. Retailers, home appliance brands and financial services brands can look to offer affordable cooling solutions through interest-free instalments, trade-in discounts or rental models during peak summer months.
The public aren’t just reacting to the heat – they’re watching how brands respond
When asked what would build positive sentiment during extreme weather, respondents said:
62% want discounts on relevant products (e.g. fans, sun care).
44% value in-store cooling zones.
44% said helpful advice or content (e.g. how to stay cool) would stand out.
34% value flexible delivery or customer service during heatwaves.
What does this mean for UK brands?
Consumers are already adapting to the realities of a hotter climate – and now it’s time for brands to follow suit with empathy, practical solutions and smarter pricing strategies. Whether it’s offering flexible financing for solar panels or creating cooler, more comfortable in-store experiences, there’s huge potential to meet both human and environmental needs.
Evolve CX to align to adjusted routines in heatwaves | During a heatwave, customer experiences must reflect the urgency and intent behind each visit – think clear signage for heatwave essentials, hydration stations and thoughtful touches that show you understand their challenges.
Rethink how age factors into the heatwave experience | While older adults remain the most vulnerable from a health standpoint, it’s younger generations whose daily routines are being most disrupted by extreme heat. This isn’t just about supporting the traditionally ‘vulnerable’ anymore – everyone is feeling the impact, and all customers will benefit from thoughtful service adaptations.
Think longer-term than the heatwave period | Don’t just focus on meeting immediate customer needs during a heatwave – consider the broader shift it represents. Heatwaves are becoming a recurring summer challenge that consumers must now plan for, budget for and build into their routines. What can your brand do year-round to help people prepare for and navigate this new reality – not just in the moment, but 365 days a year?
Brands that evolve to meet the needs of all customers – not just to help them cope, but to help them thrive – will stand out and become truly indispensable in a warming UK.
The Harris Poll UK, A Stagwell Company, is a leading market research company that provides some of the UK’s best-loved brands with game-changing insights. We utilise a combination of proprietary software and advisory services to deliver data insights via custom service models. We help our clients make informed decisions based on our in-depth industry expertise and our continual exploration of evolving consumer needs and priorities. We know that when a company’s Business Strategy and Customer Strategy are one and the same, their brand and their employees are better placed to succeed.
Get in touch to discover how we can help your brand beat the heat.