Driving European Adoption for a Scandinavian Clean Energy Brand

The Challenge

A Scandinavian clean energy brand, is on a mission to move Europe off gas by providing sustainable home heating solutions. Despite strong awareness of heat pumps across markets, conversion to purchase remained low.

Our Approach

To address this challenge, Bryter applied a behavioural science-led framework (COM-B) to assess the consumer journey at the points of conversion. Through focus groups with early and later considerers as well as recent purchasers, we explored the psychological and contextual drivers shaping decision-making. This qualitative work was supported by a large-scale survey to size the impact of key triggers and barriers within the purchase journey.

The Outcome

The work identified key habitual behaviours and home contexts that were hindering rather than helping adoption. By aligning communications with consumer language and addressing both emotional and rational barriers, the brand gained the clarity needed to refine future creative briefs and target its resources effectively.

Off the back of this, findings were incorporated into the next brand campaign, which was launched not long after project completion.

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