The Economist
29 January 2025
Although middle-aged men might care a bit less about the problem, they are often much keener on the solution. When it comes to adopting green measures, whether it be installing a heat pump, driving an electric vehicle or running the tumble dryer at 4am, it is middle-aged men who lead the way. The supposed villains of the climate transition are the heroes. The hour of the Net-Zero Dad has come.
Heat pumps are only the most prominent example; middle-aged men with kids are among the keenest on installing a heat pump, according to More In Common.