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.
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