The ippr has published a new report called Consumer Power: How the public thinks lower-carbon behaviour could be made mainstream. The report finds that climate change-related communications, products and policies are leaving most people unengaged and switched off.
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, such as Tess Daly and Vernon Kay, rather than environmentalists or aloof A-list celebrities.
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