The California Heat Pump Partnership Launches Statewide Marketing Campaign to Drive Heat Pump Adoption

Today, the California Heat Pump Partnership (CAHPP) launched Wall Whisperer, the state’s first-ever marketing campaign bringing together state policy leaders, heat pump manufacturers, retailers, distributors, utilities, and other key market stakeholders to rapidly accelerate heat pump adoption across California. The Wall Whisperer campaign will engage, educate, and inspire consumers and contractors using a multi-pronged marketing approach to raise favorability of heat pumps, build on market momentum and widespread demand, and help advance the state’s goals to install six million heat pumps by 2030 and achieve carbon net neutrality by 2045.

Wall Whisperer launches ahead of CAHPP’s inaugural Heat Pump Week from April 11-19, 2026. The campaign, running through June, portrays heat pumps and the contractors who install them as the stars of the show, delivering comfort, efficiency, and peace of mind. Wall Whisperer uses a mockumentary-style format to follow a first-time homeowner couple navigating HVAC and water heating repairs, positioning heat pumps as the industry standard for home comfort and efficiency. This effort—which will be amplified through paid and earned media, influencer storytelling, and a broad network of manufacturers, distributors, contractors, utilities, local governments, and community organizations—will deliver millions of targeted digital impressions in California households across priority audiences for broad statewide visibility and engagement.

The marketing campaign will also leverage the state’s electrification marketing and education platform, The Switch Is On, which connects homeowners and renters to qualified contractors, available incentives, and other resources to support home electrification. The platform also empowers contractors with business and training resources, including the Contractor Hub, a digital workspace that provides free customer leads, support agents, and information on the current marketing and incentive landscape to boost heat pump service offerings, automate tasks, and simplify customer interfacing.

Developed by the creative agency Xpedition, Wall Whisperer builds on a wave of positive momentum in California’s heat pump market. Heat pump adoption continues to climb in the state with the world’s fourth largest economy, and 9 out of 10 heat pump owners say they would recommend one to others. Plus, California’s 2025 Energy Code went into effect on January 1, 2026, encouraging energy-efficient heat pumps for space and water heating and an electric-first approach across newly constructed residential buildings. With heat pumps becoming an industry standard, Wall Whisperer focuses its marketing efforts to increase awareness and favorability with the goal of accelerating adoption.

As part of the next phase of the campaign, CAHPP will host its first-ever Heat Pump Week from April 11-19, 2026. This statewide series of events will amplify and activate local experts, highly-skilled contractors, and heat pump enthusiasts from across California to share real-world knowledge, experiences, and heat pump use cases. Heat Pump Week will offer opportunities for homeowners to connect with contractors, explore appliances and incentives, and hear firsthand from other community members, while contractors can get hands-on training and product demonstrations, tools and resources to grow their businesses, and opportunities to showcase their expertise.

To learn more about Heat Pump and events happening near you, or to sign up to host or co-host an event, please visit The Switch Is On. To view the Wall Whisperer videos, visit The Switch Is On’s YouTube.