Emissions reduction
Do heat pumps need a rebrand?
The #energytwitter brain trust weighs in with catchier alternatives for the double-duty appliance that can cool and warm.
By Mike Munsell
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Canary Media’s Friday Social column explores the intersection of energy, climate and social media. Canary thanks Silverline Communications for its support of the column.
It’s debate week at Canary Media. On Wednesday, we hosted two experts to battle it out over California’s rooftop solar future. Today, I want to highlight a different debate that’s been unfolding on #energytwitter.
Gizmodo’s Brian Kahn wrote a story last year titled “Heat pumps are ready to have a moment.” It’s a good piece, but I want to focus specifically on the article’s subhead: “Their name doesn’t begin to describe the wonders of what heat pump technology can do for the home and the planet.”
He reiterates that point in the article, calling heat pumps a “poorly named appliance — they heat and cool buildings.”
Climate scientist David Ho made a similar point on Twitter last summer, further explaining why the name isn’t a great fit.
Here’s why “heat” and “pump” are bad:
— David Ho (@_david_ho_) June 26, 2021
“Pump” makes it sound industrial, and it’s not exclusive. Many of our household appliances have pumps (e.g., dishwasher, refrigerator, A/C, solar hot water heater, etc.).
People think “heat” means “warm/hot” instead of “thermal energy”.
Kahn took his case to Twitter too.
We need a Mad Men for climate tech ASAP. @cleancreatives, I know your goal is to take down the oil industry. But if you could squeeze in a heat pump rebrand in on your spare time, that’d be great
— Brian Kahn (@blkahn) July 1, 2021
The conversation sprang up again on #energytwitter last week, thanks to writer Michael Thomas — and this time it became a debate.
Heat pumps need a new name. What should it be? #energytwitter
— Michael Thomas (@curious_founder) January 19, 2022
Brad Plumer of The New York Times “sorta agree[s]” with the need for a rebrand.
I sorta agree — a lot of people don't realize heat pumps heat *and* cool (they're basically air conditioners that can run in two directions). But then again, the term "air conditioner" is also weird and mysterious but everyone knows what it does, so maybe names don't matter much? https://t.co/4TVsMtnDB4
— brad plumer (@bradplumer) January 19, 2022
Frédéric Simon, news editor at Euractiv, chimed in with a suggestion:
I really understood what heat pumps were when someone told me it was like an air conditioner in reverse. So call it a two-way air conditioner, maybe?
— Frédéric Simon (@FredSimonEU) January 19, 2022
Here is a roundup of some other ideas from #energytwitter’s Mad Men and Women:
2-Way AC.
— Ed W Norris (@edwnorris1) January 19, 2022
Temperature-comfort machine
— Eric Roston (@eroston) January 19, 2022
Home comfort system
— Deborah Knuckey 🌎 (@climatefuturist) January 19, 2022
Despite what HVAC pros think, to the typical homeowner, heat pump sounds like it only does heating
electric heater cooler machine!
— James Temple (@jtemple) July 1, 2021
At the last go-around, I proposed 'clean green comfort machine' cc: @energysmartohio pic.twitter.com/kmx34M7ePj
— Abhi 🇮🇳 🇺🇸 🇨🇦 (@akantamn) January 19, 2022
Someone suggest freedom pumps yet?
— Pieter de Pous (@Pieter_de_Pous) January 19, 2022
Heaty McPumpface?https://t.co/weYl3n3Vjv
— Alex Mason 🇪🇺 (@1alexmason) January 19, 2022
Twitter user Energy Oracle came up with a different plan. “Heat pump” is fine as a name; it’s air conditioners that need a rebrand.
No no no!
— Energy Oracle (@EfficiencyLast) January 19, 2022
Let's change the name for air conditioners!
🤔
Cooling only pump?
AC only pump?
Cheapskate Coolers?
Single season comfort device...
...
Christopher Clack went a step further and suggested we stop producing old-school air conditioners altogether.
Or even just “air-conditioner” and stop producing air-conditioners as we know them. Absolutely no need to. Why not enforce that all ACs can heat and cool and be done. After all it is conditioning the air!!
— Dr Christopher T M Clack, PhD (@DrChrisClack) January 19, 2022
On the opposing side of the great name debate, John Semmelhack, a home-performance consultant and self-proclaimed “Minister of Heat Pumps,” says the devices don’t need a rebrand.
I like the discussion, but they don't need a new name.
— John Semmelhack (@JohnSemmelhack) January 19, 2022
They pump heat in during the winter.
They pump heat out in the summer.
Nate “The House Whisperer” Adams agreed; it’s an education problem, he says.
No. They don't.
— Nate the House Whisperer (@energysmartohio) January 19, 2022
Just educate on this name, it's an education problem regardless.
The name is exactly what they do - pump heat from one place to another.
This whole conversation slows us down, spend the energy elsewhere.
While I concede that the name could be better, I think that ship has sailed. I’m now on the education boat. Inspired by this tweet, I’ve made a TikTok to do my part to educate.
A teaser for tomorrow’s @CanaryMediaInc Friday Social. This time with video.
— Mike Munsell (@mikemunsell) January 27, 2022
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Silverline Communications, the supporter of this column, is a climatetech and ESG communications firm with deep experience in all facets of the clean economy. Learn more about how Silverline connects clients with stakeholders on social channels and beyond.
Mike Munsell is director of growth at Canary Media.
