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Public switched off by climate change, warns ippr

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17 September 2009

The UK’s ability to meet challenging emissions targets is being threatened by the failure to persuade mainstream consumers to adopt lower-carbon lifestyles, warns a new report by ippr.

The new report, Consumer Power: How the public thinks lower-carbon behaviour could be made mainstream, finds that climate change-related communications, products and policies are leaving most people unengaged and switched off.

Based on workshops, observations of home energy assessments and interviews with mainstream consumers across the UK, ippr’s research finds people are:

tired and bored of hearing about climate change despite being aware of it
cynical about the Government’s motives in pushing for action on climate, viewing it as a means of increasing taxation or as being hypocritical in light of recent decisions such as allowing the building of the third runway at Heathrow
doubtful about the effectiveness of adopting lower-carbon behaviours when other people, companies and countries are still emitting elsewhere
resentful of being made to feel guilty about their lifestyles
dismissive of environmentalists and ‘green’ products as ‘smug’ and ‘self-righteous’
put off by the cost of choosing lower-carbon options.

The report argues that a new approach by government, business and campaigners is needed if mainstream consumers and not just the environmentally inclined are to adopt lower-carbon lifestyles. It shows that mainstream consumers would be far more likely to change their behaviour and use less energy on the basis that it would save them money, give them greater control over their energy bills and greater independence from energy companies, rather than on the basis that it would prevent climate change.

The research also underlines the importance of ensuring lower-carbon products and services are provided that are attractive and desirable, as all too frequently poor aesthetics acts as a barrier to adoption. At the same time, consumers want to feel that lower-carbon options are ‘normal’ for people like them and want to hear about them from figures in the public eye who they trust and associate as peers, like Tess Daly and Vernon Kay, rather than environmentalists or aloof A-list celebrities.

Simon Retallack, Associate Director and Head of Climate Change at ippr said:

“Our research suggests that it is possible to engage far more people than the environmental pioneers in adopting lower-carbon behaviours. The time is ripe to take this message beyond the ‘usual suspects’.

“Success will lie in convincing consumers that in adopting lower-carbon lifestyles they can have save money and have control in a chaotic world, and they can do the right thing and look good without being an environmentalist. If we can achieve that, while putting the policies in place to ensure that lower-carbon options are affordable, attractive and visible, we will have gone a long way towards mobilising the power of consumers in the battle against climate change.”

Notes to editors

1. Consumer Power: How the public thinks lower-carbon behaviour could be made mainstream by Reg Platt and Simon Retallack is available to download.

2. The people we targeted in our research are society’s trend setters – the ‘Now People’ who are often the target of marketing campaigns because they tend to have a high level of motivation to consume, and their prominent position within social circles makes them a driver of fashions and trends, meaning that they are a particularly powerful subsection of the population when it comes to determining consumption-related behaviours.

3. ippr conducted six deliberative workshops with ‘Now People’ in London, York and just outside Bristol, in late 2008 and early 2009, to find out what might motivate this group – and thus the wider public – to act. In these workshops, we gauged perceptions of climate change and lower-carbon behaviour in general, as well as in relation to specific lower-carbon consumer choices. The workshop findings were complemented by observations of home energy assessments in the homes of 10 Now People, followed by in-depth interviews to gauge their reactions to energy advice tailored to their own homes.

4. Comments from the workshops, observations and interviews include:

On climate fatigue:
“It’s one of those things you think about for a few minutes, get depressed, and move on to the next.” (Male, Bristol).

On government action on climate change:
“It’s a form of stealth tax to some extent. I do think people feel genuinely as if it’s another excuse to tax us.” (Female, London).
‘It’s “Do as I say”, isn’t it – not “Do as I do”.’ (Female, London).

On the effectiveness of action:
“You wonder how much impact it has, don’t you, if everybody else isn’t doing it.” (Female, York).

On previous climate change communications:
“(I) don’t want to be made to feel guilty for my choices.” (Female, London).

On environmentally-friendly people:
‘I just feel it’s a lot of middle-class people [and it] makes them feel good that they’re doing something.’ (Female, London).

On the importance of cost:
“Forget that you’re having any impact on the environment. It’s about how much you save in your back pocket.” (Male, York).

On the effect of the recession and high fuel prices:
“The reason we are so mindful of energy at the moment is not through real environmental reasons – that’s not the mitigating factor. It’s cost….” (Female, London).

On awareness of climate change:
“I think we’re very aware of the way the weather is changing. I do think that’s to do with our emissions.” (Female, London).

On 'doing your bit’:
“It would be nice to think [that] my house is really efficient... That would be a nice feeling.” (Female, London).

On dislike of pollution:
“I think the whole idea of cutting down on fuel emissions is good, regardless, because of the pollution.” (Female, London).

5. Amongst its policy proposals, the study recommends that government should:

Ensure the messages and policies that it adopts are consistent.
Use the taxation system much more effectively as a means of encouraging lower-carbon behaviour. The Treasury should enforce its 2002 Statement on Environmental Taxation to make the more sustainable option financially attractive – encouraging the ‘goods’ and taxing the ‘bads’. The revenues raised could then be used to make lower-carbon options cheaper.
Put in place policy frameworks to ensure innovation in the design of lower-carbon products and services to attract mainstream consumers, given how, all too frequently, aesthetics act as a barrier to adoption.
Provide further financial assistance to increase the uptake of household renewables such as solar panels, such as more upfront subsidies, discounts on stamp duty, low- or zero-interest loans, or on-bill repayment. All new houses should have them fitted, with demonstration homes with panels installed in each locality.
Continue to increase tax for cars with higher emissions and deliver on its commitment to provide subsidies for the most fuel-efficient cars. Regulation and incentives are also needed to ensure that trusted brands incorporate lower-carbon technology into their models and design them to be attractive.
Initiate a sustained campaign to encourage local breaks and holidays in the UK. UK destinations need to offer better levels of comfort, at reasonable prices, and to position themselves as modern holiday options. Policy should also focus on increasing the cost of air travel, generating revenues to improve the alternatives.
Work with train operators to find ways of reducing the cost of train travel. Ensuring that services are available at times when people want to travel on breaks is also vital, requiring a rethink of maintenance and upgrading schedules.

6. In the UK, the energy the public uses in our homes and for personal transport is responsible for 44 per cent of the country’s carbon dioxide emissions. The UK has legally binding targets to reduce emissions of greenhouse gases by at least 34% by 2020 and at least 80% by 2050 (compared to 1990 levels).

Contact

Kelly O’Sullivan, 020 7470 6125 / 07753 719 289 / k.osullivan@ippr.org