In behavioural science and marketing book, The Illusion of Choice, Richard Shotton shares a fascinating study by Raj Raghunathan, a professor at the McCombs School of Business.
Back in 2006, Raghunathan asked participants to rate the taste of a product. The twist? One group was told the product was unhealthy; the other was told it was healthy.
The outcome was striking. The group told it was unhealthy rated the taste 55% higher than the group told it was healthy.
Why? Because many of us carry a subtle bias: if something is good for us, it probably won’t be as enjoyable.
And it got me thinking... Are we facing a similar challenge when it comes to low carbon technology in HVAC?
Humans make decisions emotionally, then justify them rationally
Oliver Collins Marketing Manager for Contractors
Shifting perceptions
Despite huge advancements in performance, design and efficiency, low carbon systems are still sometimes perceived as a compromise. As something we should adopt for the sake of the planet, but not necessarily something we want.
That’s a real challenge for marketers. How do we reframe the story?
How do we shift perceptions, so that "low carbon" doesn’t signal "less effective", but instead represents innovation, comfort and long-term value?
This isn’t just a messaging issue. It’s a mindset challenge. And it’s one that I think we, as an industry, need to tackle head on.
So how as Marketers could we respond?
Lead with Benefits, Not Sacrifices
Rather than framing low carbon systems as the right choice, position them as the smart choice. Focus messaging on:
- Performance:
Highlight how these systems match or exceed traditional systems in output and comfort. - Innovation:
Position the tech as cutting-edge and future-ready, not simply eco-friendly.
Maybe don’t mention the savings, as again people might think they aren’t getting something.
Emotional Storytelling
Humans make decisions emotionally, then justify them rationally. Move beyond features and stats by:
- Telling real stories of homeowners or businesses thriving with low carbon systems.
- Showing how these systems improve day-to-day life - quieter, more consistent temperature, cleaner air.
Try and ensure these are either reflective (the customer can see themselves) or inspiring.
Counter the Bias Head-On
Take a page from behavioural science and acknowledge the bias outright.
“You might think ‘low carbon’ means lower performance. It doesn’t. Our latest systems outperform traditional models - and they’re better for your bottom line too.”
This kind of direct, confident messaging builds trust and disarms scepticism. Myth busting articles are great for this.
Use Social Proof and Authority
- Share endorsements from engineers, installers, consultants or trusted brands.
- Highlight government incentives or compliance advantages as reassurance, not pressure.
Reframe the Narrative Around Aspiration
People don’t just want to do the “right thing” — they want to feel smart, modern, and ahead of the curve.
- Position low carbon solutions as aspirational: “the choice of tomorrow’s homes,” “designed for the discerning homeowner,” etc.
- Show that adopting these systems is not just ethical, but desirable and status-enhancing.
I would love to hear your thoughts?
Oliver Collins is Marketing Manager for Contractors
