Heatwaves are becoming more frequent and severe, yet a large proportion of people in England are failing to take protective measures after receiving official warnings, according to a new study.
Research by experts at United Nations University found that 41 percent of people who had seen a Heat Health Alert took no action to protect themselves from extreme temperatures.
The study surveyed 1,097 adults across England and interviewed 29 professionals involved in communicating heat risks. Around seven in 10 people surveyed said they had encountered a Heat Health Alert, but many did not respond to the warnings.
The main reason was a low perception of personal risk. Only 18.1 percent of respondents said they considered themselves at high risk from extreme heat.
About 30 percent said they had limited or no knowledge of measures that could protect them during periods of extreme temperatures.
Other reasons for inaction included failing to recognise the alert, uncertainty about what steps to take and difficulty understanding the information. Around 19 percent cited low personal risk perception, 9 percent did not recognise the alert, 7 percent were unsure what action to take and 5 percent found the warning difficult to understand.
Researchers said the findings show that issuing warnings alone does not guarantee that people will change their behaviour. People need to understand the health risks, recognise that those risks may apply to them and receive clear instructions about what they should do.
The way warnings are delivered may also be limiting their reach. About 90 percent of heat-risk communication professionals surveyed said they used digital platforms to distribute information.
However, around 30 percent of respondents said they had not encountered heat warnings or information about protecting themselves from heat at all. Social media was also identified as the least trusted source of heat-related information, particularly among older people.
The researchers recommended using trusted community organisations to reach people who may be missed by digital communication. Libraries, community groups, social care organisations, voluntary bodies and faith groups could all play a larger role in spreading heat-health information.
Authorities should also assess whether warnings actually change behaviour rather than simply measuring website visits, media coverage or social media activity, researchers said.
The study also found that vulnerability to extreme heat extends beyond individual awareness. Housing quality, poverty, existing health conditions, environmental exposure and access to resources can all influence the impact of heatwaves.
Researchers therefore called for a broader approach that goes beyond issuing alerts. They said heat resilience should be built into housing standards, planning policies and home improvement programmes, with stronger enforcement of measures designed to prevent buildings from overheating.
As extreme heat becomes a growing public health threat, the study argues that England needs to ensure warnings are not only received but understood and acted upon, while reducing the underlying conditions that leave people vulnerable.
