Why Don’t People Act on Heat-Health Alerts in England?

By Afua Assan and Mehri Khosravi Sustainability Research Institute, University of East London

In England, extreme heat already causes thousands of excess deaths in some summers, with older adults accounting for the vast majority. Yet it is still widely perceived as something to be enjoyed, filling beaches and coastal towns (Figure 1), rather than recognised as a serious public health risk.

Figure 1: Southend-on-Sea, just one hour from London [1] - By Afua Assan and Mehri Khosravi

Who is missing heat alerts?

Extreme heat is no longer an occasional inconvenience in England. It is becoming a predictable public health challenge [2], yet many people still do not receive the information they need to stay safe.

Recent findings reveal a troubling pattern. Heat health alerts are not reaching everyone, and even when they do, they do not always prompt action.

The story begins with a gap in visibility. Almost one-third of adults surveyed reported never encountering heat‑health alerts [3]. As the study notes, “older adults, low‑income groups, and those with limited education” were the least likely to see them. This means that the people most vulnerable to heat are often the least informed about rising risks.

Why alerts do not lead to action

But visibility is only part of the picture. Even when alerts were seen, many people did not act [3]. The research found that “responses increased with alert severity, from 25% for yellow alerts to 72% for red alerts”. This pattern shows that lower‑tier alerts, which are issued far more frequently, are not functioning as effective cues to action [4]. Many respondents underestimated their personal vulnerability or were unsure what protective steps to take. Others faced barriers that went beyond communication, including limited income and digital exclusion.

What makes communication effective

Our research at the Sustainability Research Institute, University of East London, highlights a clear opportunity for change. Heat‑risk communication must be designed for the realities of people’s lives, not only for the logic of a warning system. Trusted institutions such as the NHS and local authorities can play a central role in reaching under‑served groups, especially through offline routes and direct‑to‑user SMS alerts that do not rely on digital access. Lower‑tier alerts need clearer language that explains why heat matters even when temperatures do not feel extreme. And public messaging must offer simple, practical guidance that people can act on immediately.

At the same time, communication alone cannot overcome structural barriers. Policies that address building adaptation [5] and limited access to cooling will be essential as extreme heat becomes more common. The inclusion of air‑to‑air heat pump grants within the Warm Homes Plan is an early step, but much more is needed to ensure that adaptation is possible for all households.

Looking ahead

Heat is becoming a defining climate challenge for England. Ensuring that everyone receives clear, timely, and actionable information is not only a matter of public health but a matter of fairness. As the climate warms, how we communicate risk will shape who is protected and who is left behind.

References

[1] Barzey, W. (2022). UK heatwave in pictures: Massive crowds flock to beaches around London as stark warning issued. Available at: https://www.mylondon.news/weather/gallery/uk-heatwave-pictures-massive-crowds-24514037

[2] UK Health Security Agency (UKHSA) (2024). Heat mortality monitoring report, England: 2024. Available at: https://www.gov.uk/government/statistics/heat-mortality-monitoring-report-england-2024/heat-mortality-monitoring-report-england-2024

[3] Assan, A. A., Khosravi, F., & Osei, G. (2026). The heat is on: Understanding public responses to heat-health alerts in England. Energy Research & Social Science, 135, 104685.[3] Taylor, A., Summers, B., Domingos, S., Garrett, N., & Yeomans, S. (2024). The effect of likelihood and impact information on public response to severe weather warnings. Risk analysis, 44(5), 1237-1253.

[5] Khosravi, F., Scott, M., Assan, A. A., & Chandler, A. (2026). From building codes to behaviour: Strengthening extreme heat adaptation policy in the United Kingdom. Energy Research & Social Science, 135, 104688.