Consumer Power: How the public thinks lower-carbon behaviour could be made mainstream

Article

Changing the public's use of energy at home and on the move is critical for reducing the UK's overall emissions contributing to climate change. However, beyond the environmentally inclined, there is a very substantial group of people who are doing very little in response to communications and policies designed to promote behaviours and choices that will reduce emissions. This report presents the findings of an investigation into why this has been the case, and into how behaviour that produces fewer emissions - which we refer to as 'lower-carbon behaviour' - can be stimulated among some members of this group.

Changing the public's use of energy at home and on the move is critical for reducing the UK's overall emissions contributing to climate change. However, beyond the environmentally inclined, there is a very substantial group of people who are doing very little in response to communications and policies designed to promote behaviours and choices that will reduce emissions. This report presents the findings of an investigation into why this has been the case, and into how behaviour that produces fewer emissions - which we refer to as 'lower-carbon behaviour' - can be stimulated among some members of this group.

We believe that the findings, which we summarise below, will be of value to anyone interested in designing communications, products, services and policies aimed at increasing the uptake of lowercarbon behaviour - from energy utilities to car manufacturers, train operators and the UK tourist trade, as well as government and environmental campaigners.

Accompanying this report is the Communicatons guide for mainstreaming lower-carbon behaviour, which provides 10 principles for making climate change communications more effective.

Related items

  1. A young woman with a long ponytail sits looking out of a bus window

    State of the North 2025 - The kids aren't alright: How to deliver for young people in the North

    This year’s State of the North report highlights how regional inequality exacerbates the growing challenges facing many young northerners. 
  2. An illustration of an ideal public transport system: a smiling family cross a road near a green bus with houses and trees in the background

    The transport challenge for low-income households

    Many people living on low incomes in the UK are limited in their ability to access the building blocks of a good life because of poor transport provision.

  3. Towards universal opportunity for young people

    Outlining a vision for young people which could increase social mobility while also reducing inequality and disadvantage, so that every young person has the opportunity to build a decent life.