Hive Home Report 2025: Cutting Bills Is Now The Main Reason Brits Are Going Green

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• Saving money is now the top reason people are investing in low carbon technology like solar panels and heat pumps, outweighing climate concerns

• While non-adopters are concerned over high costs (40%), those who’ve made the switch (21%) report the opposite with cheaper bills and more control

• Adoption is growing, but misconceptions about price and home suitability for new technology are still deterrents.

• The 2025 Hive Home Report¹ shows solar power is leading the charge as the most popular low carbon technology, as over two-thirds (69%) of solar households enjoy cheaper bills

British households are sending a clear message: going green needs to make good financial sense.

With saving money a top priority, Hive’s new Home Report shows that bill savings have overtaken climate concerns as the main reason people are turning to energy-saving tech like solar panels, smart thermostats, EV chargers and heat pumps.

Based on a YouGov survey of over 4,000 homes, the report highlights that while doubts about home suitability for new technologies (23%) and upfront costs (40%) still deter many, those who’ve made the switch (21%), say the opposite is true. Users report real benefits - lower bills, greater control over energy usage and a reassuring sense they are doing their bit for the planet. The report also reveals that for a third of tech owners, there are untapped opportunities for further savings.

Solar panels lead the charge as the UK’s favourite green home upgrade, already installed in 1.6 million homes².  Nearly 7 in 10 solar owners (69%) report cheaper energy bills – proof that smart, sustainable choices pay off.

The striking gap between concerns and experience shows:

• Cost misconceptions persist: Seen as the biggest barrier to going green, 40% of people – and over half of homeowners (51%) – say installation is too expensive. But when asked, 68% couldn’t estimate costs at all, while others believed the costs to be far higher than reality. For example, eight solar panels would set them back £25,000, when the average is closer to £6,500.
• Perceived barriers are proven benefits: The top worries – cost, complexity and suitability are exactly where adopters report the most value. From lower bills, to greater control and ease of use, satisfaction is high. 87% of solar panel users and 76% of smart thermostat owners would recommend their devices.
• Further untapped savings exist: Between 19% and 36% of owners, don’t realise they could be saving even more with their technology, by linking heat pumps, EV chargers or solar panels to special tariffs and making greater savings.
• There’s a responsibility gap: Three-quarters of people believe government (76%) and businesses (75%) hold the power to drive climate change, with half (49%) saying government has the most influence. But only half (52%) think individuals can make a significant impact.

Tom Pakenham, Director at Hive, said: “The confidence to adopt energy-saving tech comes down to good, old fashioned financial common sense. Households will invest if it helps them save - and early adopters say it does.

Momentum is growing, but myths around cost and suitability still hold people back. That’s why the Hive Home Report is important. We need to identify and challenge those misconceptions by showing that saving energy can be both affordable and impactful.

From flexible finance and grants to  solar subscriptions, there are more ways to get started, and more technologies available than many realise. People will be pleasantly surprised when they find out what will work for them. At Hive, we want everyone to know their power, to cut bills today and build the greener energy future we all need.”

Download the full report here.