NIBE is ramping up consumer education efforts in the UK after identifying lack of awareness as the primary obstacle to heat pump adoption. The Swedish manufacturer's intensified information campaign targets homeowners directly, bypassing traditional installer-led advice channels. Industry observers see the move as acknowledgement that neither government messaging nor the installer network has successfully closed the knowledge gap. The question facing the sector: whether manufacturers can fill the education void left by policy makers – or whether sustained market growth requires coordinated action from government, installers and suppliers alike.