" />When you hear of new technologies such as “heat pumps”, “solar panels”, or “EV chargers”, it’s easy to get stuck in the realm of policy debates or energy-modelling jargon. But what truly makes the average person in the street pay attention is what other people, like them, are doing. We explore the power of people-centred case studies in a PR strategy.
People such as the homeowner who realises their house is now cosier or cooler, the installer adapting to Britain’s ever-changing weather with new HVAC technologies, and the communities quietly pioneering net-zero solutions. That’s the story we need to tell as a PR and marketing team.
Technology must be made human: What are the real life benefits
Take the installation of a heat pump, for example. It’s not an abstract piece of kit, it’s a system that extracts and amplifies heat from air, ground, or water using electricity. It’s a technology that’s been around for decades. It uses the same science as a household fridge, but in reverse. Heat pumps are around 80% more carbon efficient and can reduce household heating bills by £200–£500 a year. Modern models are quiet, reliable, and deliver consistent warmth, even when the mercury dips.
Similarly, owners of solar panels are seeing the benefits in real time. Over 1.5 million UK households now have solar PV systems. By mid-August 2025, solar generation had already eclipsed all of 2024, thanks to a 33% leap in capacity and sunny weather. That’s enough to power 5.2 million homes. The PR and communications messaging shift from “Could it even work?” to “It’s already working”, and here’s how will help increase adoption of these new technologies.
On the EV side, charging infrastructure is expanding fast. The UK is on track to reach 100,000 public charging devices by August 2025. Over the past 12 months, EV charging points have increased by 27%, that’s 17,370 more units added since July 2024. These aren’t just figures, they have a real and human impact. it makes the technology less daunting for drivers who are considering making the shift to electric.
From abstract technology to authentic case studies
Case studies help shift the narrative. They show how “a busy family in Manchester have swapped their old boiler for an air source heat pump”, or how a rural Dorset installer has added a new heat pump to a home, upgrading their domestic heating system.
These stories do what figures and thought leadership alone can’t. They humanise, normalise, and build trust. As the introduction of the Future Homes Standard edges closer, these stories help usher in a new era, one where energy-saving tech feels like everyday common sense.
Building the bigger picture: Numbers help fuel the narrative
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Heat pumps: UK sales leapt by 63% in 2024, with nearly 100,000 units sold. Installer training is up too, with a 15% rise in qualified professionals. Government reforms are also helping too. Recently regulations around planning permission for boundary-adjacent heat pump units were changed in an attempt to cut installation delays dramatically and increase grant applications.
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EV charging: the UK network has grown 27% in a year making charging more accessible for electric and hybrid car owners.
Why human-led case studies work and how PR and marketing can amplify them
Real-life stories help to:
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Debunk myths. A homeowner saying, “It’s not whisper-quiet, it’s house-quiet,” tackles the myth that heat pumps are loud or underpowered.
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They normalise adoption. If your mate down the road has done it, is it time you did?
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They build brand equity. Brands that bring these stories to the fore help to elevate their product above that of their competitors.
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They fuel policy momentum. Public buy-in, backed by compelling narratives, makes regulatory support easier.
Bringing it all together: It’s time to bring real people in to your marketing strategy
Press and marketing that spotlights real people, not just policy, helps shift the story from ‘Can it work?’ to ‘It’s working right now.’ This could take the form of a press interview or first person piece of User Generated Content. And with that shift comes trust, and with trust, the homes of the future start to look a lot more energy efficient, and adoption of new more sustainable technology increases.
To find out more about how Refresh can help you put case studies at the heart of your PR and marketing strategy, and for help in creating compelling real life use cases, contact us today.
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