New report investigates how to make low carbon behaviour mainstream
Fri 18 September 2009
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A new report from the 'think tank' ippr investigates how policies, services, products and communications activities may be better designed in order to encourage lower carbon behaviour amongst the general public. The report begins with the premise that there is a very substantial group of people who are dong very little in response to communications and policies designed to promote behaviour leading to cuts in carbon emissions.
The ippr report: "Consumer Power: How the public thinks lower-carbon behaviour could be made mainstream" says that changing the public’s use of energy at home and in their transport habits is critical for reducing the UK’s overall emissions.
The report presents the findings of an investigation into why this has been the case, and into how behaviour that produces fewer emissions can be stimulated amongst so far unresponsive people. Using Abraham Maslow's theory of needs it focuses on what it calls the 'Now People' - those who seek psychological rewards in status, fashion, success and the esteem and recognition of others.
The report says that when it comes to climate change-related communications, these have not been developed with the 'Now People' in mind and so far have failed to provide them with the clues or opportunities to satisfy their needs, leaving them unengaged or 'switched off' from the issues. This has acted to slow down the adoption of lower carbon behaviour across society.
Follow the associated link to download the full report.
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