Historic England: Public Response to Climate Related Heritage Loss
Background & Context
Historic England is responsible for helping people to care for, enjoy and celebrate England’s historic environment. This environment is increasingly vulnerable to climate-related impacts such as flooding, coastal erosion, and temperature fluctuations, which threaten historic buildings, landscapes and archaeological sites.
The organisation identified a gap in understanding public perceptions of climate-related heritage loss—specifically, how aware people are of the issue, how they emotionally respond to it, and what drives or prevents them from taking action to protect heritage. There was also a need to explore attitudes towards complex decisions, including when preservation is not possible and adaptive loss must be considered.
Key challenges included:
Low public awareness of climate impacts on heritage
The complexity and sensitivity of discussing loss (including irreversible damage to valued places)
Engaging a broad and diverse public audience with varying levels of interest in heritage and climate issues
Understanding the needs of specific groups such as historic homeowners, who face practical and financial challenges
The study aimed to provide Historic England with actionable insight to inform communications, engagement strategies and behaviour change interventions.
Approach
M·E·L Research designed a mixed-methods programme, combining quantitative and qualitative techniques to deliver both breadth and depth of insight. The study was underpinned by behavioural frameworks including COM-B (Capability, Opportunity, Motivation – Behaviour) and principles from Nudge Theory, ensuring findings could directly inform behaviour change strategies.
The research programme included:
Population Survey (n=2,018): A nationally representative survey of adults in England using quotas for age, gender, ethnicity and region. Included a Maximum Differential Analysis (MaxDiff) exercise to quantify the relative importance of motivators and barriers to engagement
Online Focus Groups (2 groups, n=20 total): Two 90-minute sessions conducted online. Explored emotional responses to heritage loss, attitudes to messaging and communication preferences. Included a mix of demographics and engagement levels
In-depth Interviews (n=5): Conducted with historic homeowners (primarily pre-1919 and Grade II listed properties). 45-minute online interviews exploring lived experience, barriers to maintenance and climate adaptation, and support needs
Online Community (n=24): A week-long moderated community. Explored perceptions of heritage, climate concern, reactions to real-world case studies, and feedback on communication materials. Enabled iterative discussion and deeper reflection over time
Outputs
Data from the survey was analysed using statistical techniques including segmentation analysis and MaxDiff modelling to identify the strongest drivers and barriers to action. Qualitative data from focus groups, interviews and the online community was analysed using thematic analysis, identifying recurring patterns in attitudes, emotions and behaviours.
The outputs included:
A comprehensive written report structured around the COM-B framework (Capability, Opportunity, Motivation, Behaviour)
Detailed data tables and subgroup analysis (including demographics and Historic England Segments)
A messaging matrix outlining effective communication strategies for different audience groups
Practical recommendations for communications, engagement and behaviour change interventions
Case studies of historic homeowners to bring audience needs to life
Findings were designed to be directly actionable, supporting Historic England in:
Developing targeted, segmented communications
Increasing public awareness of climate-related heritage loss
Encouraging participation in heritage protection activities
Improving support and guidance for historic homeowners
The research highlighted clear opportunities to drive engagement through local relevance, visible impact, and accessible actions, alongside the importance of balancing urgency with optimism in communications.
Last week, I had the opportunity to speak at Collections Inside & Out, a symposium hosted at National Trust Chirk Castle & Garden, bringing together people working across gardens, horticulture, heritage, collections and interpretation.
I was, perhaps, a slight interloper among so many people with deep horticultural expertise but every presentation was incredibly interesting and I learned a lot – and broadly managed to follow the general flow of what was being said (still not 100% au fait with taxa…
We’re pleased to share that our Commercial Director, Elliot Simmonds, will be speaking at the Collections Inside & Out symposium at National Trust Chirk Castle & Garden on 24 September 2026. Bringing together professionals working across heritage collections, gardens and landscapes, the symposium will explore the relationship between indoor and outdoor heritage and the opportunities created by thinking about them as part of a connected visitor experience.
Elliot’s session, “Integrating Indoor…
M·E·L Research has been named the winner of the Award for Outstanding Contribution to Social Value & Ethical Research 2026 at the UK Enterprise Awards.
The award recognises the values that shape both the work we choose to undertake and the way we deliver it. From building trauma-informed practices into our research to improving inclusion and reinvesting in the communities around us, social responsibility is part of how we operate every day.
M·E·L Research joined the British Dyslexia Association (BDA) at the House of Lords this week for the launch of a new report exploring the experiences of dyslexic young people who are not in employment, education or training (NEET).
Tamsin Maries, Senior Research Manager, and Elliot Simmonds, Commercial Manager, represented M·E·L Research at the event…
New UK-wide research from M·E·L Research’s SPARK report shows improving mental health indicators alongside continuing exposure to suicide, widespread lifetime suicidal thoughts and significant gaps in practical knowledge.
Suicide prevention depends on understanding not only how many people are affected, but also how confident the public feel about recognising risk, starting difficult conversations and finding appropriate support. The Spring 2026 SPARK report from M·E·L Research brings these issues together, providing a detailed picture of attitudes…
M·E·L Research is pleased to be supporting the Diocese of Manchester with an independent consultation to help inform its future leadership. The research will provide opportunities for people connected with diocesan life, as well as members of the wider community, to share their perspectives on the local context, priorities for the years ahead and the qualities that will be important in future leadership.
Across Europe, we have seen devastating wildfires destroy homes, habitats and communities. They offer us a powerful analogy for how we think about suicide prevention.
When a fire is raging, everything must be done to put it out. Firefighters, emergency services and communities mobilise to save lives. But even when the fire is eventually extinguished, enormous damage may already have been done, and recovery can take years. That is why fire services don’t only fight fires. They also invest in prevention: identifying risks, educating people, installing smoke alarms, creating fire breaks and trying to stop…
My son Jools was 14 years old when he died suddenly in April 2022. There was no note. There was no offline evidence that explained why he died. No one had seen or been aware of any adverse mental health issues, and at his original inquest the coroner could not be sure that Jools was in a suicidal mood. More than four years later, I am still trying to understand what happened to my son. Yet one enormous part of Jools’ life was not properly explored following his death: his digital world. Like almost every teenager, Jools had a life on his phone. Social…
