Why External Shading Must Become Part Of Britain’s Climate Response

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Stuart Dantzic, Managing Director of Caribbean, welcomes the Climate Change Committee’s latest adaptation report, arguing that external shading and passive cooling must become central to the UK’s response to rising overheating risk.

The Climate Change Committee’s (CCC) latest report, A Well-Adapted UK, should finally put to bed the outdated idea that overheating is only a matter of comfort. It is a national resilience issue, a public health issue and an energy issue all rolled into one.

For years, the UK’s built environment has been designed around retaining heat, which made sense in cooler periods. But as the report clearly states, the climate we are living in today is not the one our homes, schools, hospitals and workplaces were originally built for. Hotter summers, more frequent heatwaves and prolonged periods of extreme temperatures are becoming the rule, not the exception.

As temperatures continue to rise, reducing heat gain before it enters buildings must become a fundamental principle of building design. Just as we would not heat a home in winter without insulation, we should not cool one in summer without shading.

The CCC’s findings reflect this reality and, importantly, acknowledge something our sector has long understood: the smartest and most effective way to cool buildings is to stop heat getting inside in the first place. External shading is vital for overheating adaptation and must now become a standard part of climate-resilient building design. The report’s support for passive cooling measures should therefore be strongly welcomed.

One of the most striking conclusions is that external shading in hospitals can reduce temperatures by up to 4°C on peak heat days. That is not a marginal improvement; in healthcare settings, where vulnerable patients are already at risk from extreme heat, those reductions can have very real consequences for wellbeing and safety.

There is much talk of air conditioning being the answer to climate change and undoubtedly it has a role in certain environments, such as hospitals, care settings and other high-risk buildings. But cooling buildings mechanically without first addressing solar gain is fundamentally the wrong approach and it cannot become the default answer to every overheating challenge.

Passive cooling should be prioritised in all buildings, with active cooling introduced only during prolonged or intense heatwaves. This reflects the cooling hierarchy adopted within the London Plan and increasingly referenced by local authorities and industry guidance.

Why? Because if we rely solely on mechanical cooling, we risk creating a cycle where rising temperatures drive higher energy demand, increased emissions and greater pressure on the grid. External shading must always come first because it lowers indoor temperatures before heat enters the building, significantly reducing any later requirement for mechanical cooling. That is a far more sustainable, cost-effective and resilient route.

BBSA research, previously cited by the CCC and referenced within the Government’s Warm Homes Plan, found that external shading can reduce indoor operative temperatures (the temperature we feel) by up to 18°C. By preventing heat build-up at source, external shading can significantly reduce reliance on air conditioning, lowering energy demand, cutting carbon emissions and, in many applications, eliminating the need for mechanical cooling altogether when combined with ventilation and thermal mass.

This is becoming increasingly important as modern architecture continues to favour larger areas of glazing, sliding doors and open-plan living. While these designs maximise daylight and connect interiors with outdoor spaces, they also increase overheating risk dramatically if solar control is not properly considered. Flexibility is also key because solar conditions constantly change throughout the day and across seasons, which is why adjustable, dynamic shading solutions are essential.

This is not new technology. Solar shading has been used for centuries in architecture designed for warmer climates and has long formed part of prestigious buildings and major public architecture, including Buckingham Palace. Yet despite rising temperatures and increasingly frequent heatwaves, it remains significantly underutilised across the UK built environment.

The CCC is right to highlight that most of the homes standing in 2050 have already been built, which means adaptation is now immediate. Retrofitting existing buildings with effective passive cooling measures will be essential if we are serious about creating climate-resilient communities.

Lord Krebs, former Chair of the CCC Adaptation Sub-Committee, previously stated:

“We are not designing buildings for preventing overheating. Shading – shutters or awnings – is not costly or difficult to install, it’s just that we’re not doing it.”

What is particularly encouraging is that the conversation is finally shifting. Overheating is no longer being treated as an occasional inconvenience during a hot spell. Instead, it is now recognised as a long-term infrastructure challenge requiring strategic action.

The CCC’s report is an important step forward because it recognises that resilience starts with smarter design, not more energy consumption. External shading may once have been viewed as an optional add-on, but that position is no longer tenable in a warming climate. Today, it must be seen as essential climate adaptation infrastructure and a fundamental part of how we design, retrofit and futureproof buildings across the UK.

For more information on Caribbean and its range of shading products visit here.

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Jan 21, 2025
3 min read

41.4m people in the UK held a full driving licence, representing around 76.7% of the adult population RAC. However, the concept of car ownership is undergoing a profound transformation, particularly among younger generations.

Traditional views of owning a vehicle as a symbol of freedom and status are being replaced by a preference for flexibility, convenience, and sustainability. This shift is reshaping the automotive industry, forcing organisations to rethink their business models and marketing strategies to remain relevant in a fast-evolving landscape.

Natalie Newton, Strategic Planning Director at Mediaworks, says: “As younger generations prioritise flexibility and experiences over traditional car ownership, manufacturers and retailers must embrace innovative solutions like subscription services and car-sharing.”

In this article, we explore how younger generations' focus on flexibility and sustainability over traditional car ownership is reshaping the automotive industry through new models of access and convenience.

Shifting Priorities: The Changing Mindset of Younger Car Buyers

A significant driver of this change is the rise of car-sharing services, which have garnered interest from as many as 60% of millennials. These younger consumers are more inclined to prioritise access over ownership, valuing experiences and flexibility over long-term financial commitments and the responsibilities associated with owning a car.

This broader trend reflects a cultural shift where experiences, such as travel and entertainment, are seen as more valuable than material possessions. As a result, traditional models of vehicle ownership may no longer fully resonate with these consumers.

In response, flexible ownership options like subscription services are gaining traction, with a recent survey showing that only 56% of those aged 17-24 drive regularly. And with 74% of consumers expressing interest in car subscription models, there is a clear demand for more adaptable, on-demand solutions. Subscription services offer consumers the freedom to switch vehicles, adjust terms, and avoid the long-term commitment of traditional leasing or buying.

These services cater to the growing desire for flexibility, offering a wide range of vehicles to suit different needs without the financial burden of ownership. For manufacturers, subscription models present an opportunity to capture new markets, build loyalty, and extend their brand presence beyond traditional purchase cycles.

For marketers, the challenge is clear: the messaging around car ownership needs to evolve. Engaging younger consumers requires focusing on dynamic, experience-driven marketing strategies that align with their values. Social media platforms like Instagram, TikTok, and YouTube provide ideal channels for reaching these digitally savvy audiences. Campaigns that emphasise the flexibility, convenience, and sustainability of subscription and car-sharing services can effectively capture their attention.

Additionally, experiential marketing, where consumers can test-drive or experience vehicles in non-traditional settings, can further bridge the gap between brand and consumer, allowing organisations to position themselves as innovative and consumer-focused.

What This Means for the Automotive Industry: Adapting to New Consumer Demands

Beyond current trends, predicting future consumer preferences is critical for long-term success. Organisations must actively monitor shifts in electrification, connectivity, and digital engagement to stay ahead of evolving demands. As more consumers seek environmentally friendly options, electric vehicles (EVs) are becoming increasingly popular, further driving the need for flexible access models. Connectivity features, such as in-car technology and integration with smart devices, are also key factors influencing purchasing decisions.

By analysing these trends and staying attuned to changes in consumer values and technological advancements, manufacturers can effectively anticipate shifts in the market. Understanding the growing importance of sustainability, convenience, and digital experiences will allow automotive brands to not only meet current demand but also adapt to future expectations, positioning themselves as leaders in an increasingly competitive and dynamic industry.

The rise of flexibility and convenience is reshaping how younger generations approach car ownership. As values shift toward sustainability, experiences, and adaptability, traditional ownership models are being replaced by car-sharing and subscription services.

For the automotive industry, this presents both challenges and opportunities. Manufacturers and marketers must innovate, embracing consumer-centric, tech-driven solutions to remain competitive.

By aligning with evolving preferences and leveraging strategies that highlight flexibility, convenience, and environmental responsibility, the industry can engage a new generation of drivers.

The future belongs to brands that prioritise adaptability, ensuring they stay relevant in an ever-changing mobility landscape.

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Why External Shading Must Become Part Of Britain’s Climate Response

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