Consumer Power: A communications guide for mainstreaming lower-carbon behaviourPublished Thu 17 Sep 2009
In the UK a very substantial part of the public is not changing the way it uses energy - at home or on the move - in the face of climate change. They have either not been the target of efforts to persuade them to change, or have not responded to messages they have been exposed to.
This guide provides 10 principles for making climate change communications more effective. They have been written following research by ippr with an influential segment of the group of people who are not changing their habits.
Our findings will be of value to anyone interested in designing communications, products and services aimed at increasing the uptake of lower-carbon behaviour - from energy utilities to car manufacturers, train operators and the UK tourism industry, as well as government and climate change campaigners.
This guide was published alongside the ippr report, Consumer Power: How the public thinks lower-carbon behaviour could be made mainstream.