Just half of Brits have heard of heat pumps, according to our annual National Home Energy Survey.
And a horrendously low 27% are aware of the government's Boiler Upgrade Scheme, which provides free discounts of £5,000 or £6,000 on the cost of getting a domestic heat pump.
Our survey of 2,134 adults shows the public is enthusiastic about heat pumps, and installation figures have climbed rapidly over the past two years.
But publicity and education around heat pumps has fallen well short, resulting in a population that doesn't know about this piece of green technology or its benefits.
Just 3% of Brits plan to buy a heat pump over the next 12 months.
This is an extremely low figure, especially when you compare it against the 10% of people who plan to purchase solar panels and 16% who intend to get an electric vehicle.
Heat pumps are cheaper than both of these products, thanks to the Boiler Upgrade Scheme - so why are just 70 people in our 2,134-person survey planning on buying one?
One respondent told us: "Some measures people won't be aware of, some might seem daunting for people without the technical know-how, some probably seem like more trouble than they're worth, and some involve too large an initial outlay even if they'll save money in the long term."
Unfortunately, heat pumps check every single one of these boxes.
