A Communicatons Guide For Mainstreaming Lower-carbon Behaviour
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Consumer Power A communicaons guide for mainstreaming lower-carbon behaviour
InstituteforPublicPolicyResearch Challengingideas– Changingpolicy ©ippr2009
About this guide IntheUKaverysubstantialpartofthepublicisnotchangingtheway itusesenergy–athomeoronthemove–inthefaceofclimate change.Theyhaveeithernotbeenthetargetofeffortstopersuade themtochange,orhavenotrespondedtomessagestheyhavebeen exposedto. Thisguideprovides10principlesformakingclimatechange communicationsmoreeffective.Theyhavebeenwrittenfollowing researchbyipprwithaninfluentialsegmentofthegroupofpeople whoarenotchangingtheirhabits.
Who is this guide for? Ourfindingswillbeofvaluetoanyoneinterestedindesigning communications,productsandservicesaimedatincreasingtheuptake oflower-carbonbehaviour–fromenergyutilitiestocarmanufacturers, trainoperatorsandtheUKtourismindustry,aswellasgovernmentand climatechangecampaigners.
Consumer Power: Communicaons guide
Who needs to be targeted?
2
Iflower-carbonbehaviouristobemademainstream,communications urgingbehaviourchangeamongthepublictoaddressclimatechange shouldbeaimingatsociety’strend-setters–the‘NowPeople’.1 Thisis aninfluentialgroupofpeopleforwhomstatus,fashion,successand theesteemandrecognitionofothersareveryimportant.Theytendto haveahighlevelofmotivationtoconsume,andtheirprominent positionwithinsocialcirclesmakesthemadriveroffashionsand trends,meaningthattheyareaparticularlypowerfulsubsectionofthe populationwhenitcomestodeterminingconsumption-related behaviours.Forthisreason,theyareoftenthetargetofcommercial marketingcampaigns.
1. The Now People form a subgroup in the Values Modes segmentaon model, which categorises people according to their different psychological movaons.
However,whenitcomestoclimatechange,communications,products andpolicieshavenotbeendesignedwithNowPeopleinmind,andso havefailedtoprovidethemwiththecluesoropportunitiestosatisfy theirneeds.Asaresulttheyareswitchedofffromtheissues.Thishas actedasabrakeontheadoptionoflower-carbonbehaviouracross society.
How do we know what will work well with them? ipprconductedseveralworkshopswithNowPeopleintheUKtofind outwhatmightmotivatethisgroup–andthusthewiderpublic–to act.Weexploredtheirattitudestolower-carbonlifestyles,focusingon thethemeofshopping,toassesstheprocessesthatpeopleadopt whenmakingconsumerdecisions. Wealsocarriedoutobservationsofhomeenergyassessmentsinthe homesofNowPeople,andtheninterviewedthemtogaugetheir reactionstotheenergyadvicetheyhadbeengiven.
10keylessonsemerged,whichweprovideasadvicefordesigning communicationsonclimatechangeinthefollowingpages.Tosumup, successislikelytocomefrompersuadingmainstreamconsumersthat inadoptinglower-carbonlifestylestheycansavemoney,havecontrol, lookgood,dotherightthingwithoutbeinganenvironmentalistand stillbethemselves.Persuadingthepublicofthisandputtingpoliciesin placetoensurethatlower-carbonoptionsareaffordable,desirableand visiblewilltakeusalongwaytowardsmobilisingthepowerof consumersinthebattleagainstclimatechange. Wehopeyoufindthisguideuseful. SimonRetallackandRegPlatt,ippr September2009
Thefullfindingsofourresearchcanbedownloadedat www.ippr.org
Consumer Power: Communicaons guide
What did we find out?
3
1. Don’t focus on climate change Alackofawarenessofclimatechangeisnottheproblem. Mostpeopleareaware,butthatawarenessisnot motivatingenough.Formany,climatechangeisjustboring. Othermotivationsneedtobedrawnonbecausesavingthe planetorhelpingtheenvironment,whilenotseenasabad thing,isasecondaryreasonfortakingactionatbest. Recognitionofthatshouldbethestartingpointofall communicationseffortstoencouragemainstream consumerstoadoptlower-carbonbehaviours.
Consumer Power: Communicaons guide
2. Focus on saving money now
4
Emphasisingthemoney-savingpotentialofadoptinglowercarbonbehaviourswillbemuchmoreeffectivethanurging peopletotakeactiononthebasisthatitwillprevent climatechange–particularlyinthepresenteconomic climate. Theeconomicdownturnisinfluencingeverythingand people’sfocusisonwaysofsavingmoney–oronsimply notwastingit.Soakeymessageshouldbe: Notwastingenergy=notwastingmoney. Buttherearewayswecanmakethenotionofsavingmoney evenmoreappealing–forexample,byemphasisingthe pleasurablethingsthatthemoneysavedcanbespenton.
3. Prevent the rebound effect Careneedstobetakentopreventa‘reboundeffect’in whichpeoplespendthemoneytheyhavesavedfromusing lessenergyonother,high-carbon,purchases,likeflights. Tohelppreventthiseffect,communicationscouldreferto theneedtoreducecarbon‘pollution’(ratherthan ‘emissions’),orusehumourtosatirisehigh-carbon behaviours,orsimplymakelower-carbonchoicesmore desirable. Theseoptionsareexplainedfurtherinpoints4,5and6.
Onewaytohelppreventthereboundeffectmaybefor communicationstotalkaboutcarbonpollution. Referringto‘pollution’–awordthatimplies‘dirt’–islikely tohavemoreimpactthanreferringto‘emissions’,whichare invisibletotheeye. Similarly,plain‘carbon’,associatedwithcoalandperceived asblackanddirty,mayalsobeamoreeffectivewordtouse than‘carbondioxide’,whichisinvisible.
Consumer Power: Communicaons guide
4. Talk about carbon polluon, not CO2 emissions
5
5. Sarise high-carbon behaviours Mostmainstreamconsumerswanttolookcool.Theynote anythingthatdetractsfromtheirimageandactuponit quickly,tomaintainorchangetheperceptionsofothers. Communicationsthatusehumourandgentlemockery, sarcasmandsatirecouldassociatehigh-carbonchoiceswith unattractivepersonalities(averyBritishapproach)which peoplewouldwanttodistancethemselvesfrom. Arangeofalternative(lower-carbon)behaviourscouldthen becomeavailableforpeopletochooseforthemselves, leavingthemwiththesensethattheystillhaveroomfor self-expression,whichtheyprize,withoutbeingtoldhowto behave.
Consumer Power: Communicaons guide
6. Make lower-carbon opons desirable
6
Anotherwaytoovercomethereboundeffectisby continuallyrepackagingsustainableproductsand behavioursinto‘objectsofdesire’–thisiswhatoriginally turnedthepollutingcarintosomethingthatpeople‘hadto have’. Inthesedifficulteconomictimes,thesecouldperhapsbe depictedasthetechnologiesandbehavioursof‘fashionable austerity’.
7. Remember that being in control maers Highandfluctuatingenergypricesandtheroleofenergy companiesareofasourceofanxietytomainstream consumers.Theyarealsoexperiencinginsecurityandalack ofcontrolduetothecurrenteconomicturbulence. Communicationsaboutlower-carbonbehaviourscould capitaliseonthis.Mainstreamconsumersmayrespondwell tocommunicationsemphasisinghowenergy-saving measurescanofferthem‘control’overenergycostsand independencefromenergycompanies.
Communicationsthatarefunandhumorousarefarmore likelytocaptureandsustainpeople’sattentionthan communicationsthataretooserious.
Consumer Power: Communicaons guide
8. Make it fun
7
9. Avoid guilt and the ‘environmental’ label Communicationsthatpromotefeelingsofguiltshouldbe avoided,particularlyinrelationtochoicesthathavealready beenmade,asthesedrivepeopletodisengagefromthe message. Insteadofsaying‘Youarenotdoingenough’or‘Youare nottakingresponsibility’,communicationsshould acknowledgeandpraisetheactionsthatpeoplearealready takingandbuildonthose. Environmentalistsareoftenthoughtofas‘smug’and differentfromtherestofus.Socommunicationsmust promotelower-carbonbehavioursasbeing‘normal’,while stillofferingthepossibilityoflookinggood.
Consumer Power: Communicaons guide
10. Use messengers that ‘keep it real’
8
Gettingthemessengerrightisimportant.Peoplewantto hearfromfiguresinthepubliceyewhotheytrustand associatewithaspeers,ratherthanaloofA-listcelebrities, suchasfilmstars,whoarenot‘oneofus’. Toreachmainstreamconsumers,communicationsshould useordinary,everydaycelebritieswhoareseenas wholesomeandtrusted.Theyare‘likeus’andcanmake lower-carbonchoicesseemnormal,affordableand achievable,aswellasdesirable.ThinkTessDalyandVernon Kay,ratherthanMadonnaorLeonardoDiCaprio.
About ippr TheInstituteforPublicPolicyResearch(ippr)istheUK’s leadingprogressivethinktank,producingcutting-edge researchandinnovativepolicyideasforajust,democratic andsustainableworld.Since1988,wehavebeenatthe forefrontofprogressivedebateandpolicymakingintheUK. Throughourindependentresearchandanalysiswedefine newagendasforchangeandprovidepracticalsolutionsto challengesacrossthefullrangeofpublicpolicyissues. ippr,30-32SouthamptonStreet,LondonWC2E7RA.Tel:+44(0)207470 6100E:[email protected]www.ippr.org.RegisteredCharityNo.800065
About the authors
Acknowledgements ipprwouldliketothankthefundersofthisprojectfor makingitpossible:Coca-Cola,EnergySavingTrust,JMG Foundation,PilkingtonEnergyEfficiencyTrustandthe SustainableConsumptionInstitute.Wewouldalsoliketo expressourthankstoCulturalDynamicsandTenfordonating theirservices.
Consumer Power: Communicaons guide
SimonRetallackisAssociateDirectorandHeadofClimate Changeatippr.Hehasledippr’sresearchonbehaviour changeandclimatepolicy.RegPlattisaResearcherinippr’s Citizens,SocietyandEconomyprogramme,withexpertisein qualitativeresearchmethodsandaspecialistinterestin climatechange.
9
InstituteforPublicPolicyResearch Challengingideas– Changingpolicy ©ippr2009
About this guide IntheUKaverysubstantialpartofthepublicisnotchangingtheway itusesenergy–athomeoronthemove–inthefaceofclimate change.Theyhaveeithernotbeenthetargetofeffortstopersuade themtochange,orhavenotrespondedtomessagestheyhavebeen exposedto. Thisguideprovides10principlesformakingclimatechange communicationsmoreeffective.Theyhavebeenwrittenfollowing researchbyipprwithaninfluentialsegmentofthegroupofpeople whoarenotchangingtheirhabits.
Who is this guide for? Ourfindingswillbeofvaluetoanyoneinterestedindesigning communications,productsandservicesaimedatincreasingtheuptake oflower-carbonbehaviour–fromenergyutilitiestocarmanufacturers, trainoperatorsandtheUKtourismindustry,aswellasgovernmentand climatechangecampaigners.
Consumer Power: Communicaons guide
Who needs to be targeted?
2
Iflower-carbonbehaviouristobemademainstream,communications urgingbehaviourchangeamongthepublictoaddressclimatechange shouldbeaimingatsociety’strend-setters–the‘NowPeople’.1 Thisis aninfluentialgroupofpeopleforwhomstatus,fashion,successand theesteemandrecognitionofothersareveryimportant.Theytendto haveahighlevelofmotivationtoconsume,andtheirprominent positionwithinsocialcirclesmakesthemadriveroffashionsand trends,meaningthattheyareaparticularlypowerfulsubsectionofthe populationwhenitcomestodeterminingconsumption-related behaviours.Forthisreason,theyareoftenthetargetofcommercial marketingcampaigns.
1. The Now People form a subgroup in the Values Modes segmentaon model, which categorises people according to their different psychological movaons.
However,whenitcomestoclimatechange,communications,products andpolicieshavenotbeendesignedwithNowPeopleinmind,andso havefailedtoprovidethemwiththecluesoropportunitiestosatisfy theirneeds.Asaresulttheyareswitchedofffromtheissues.Thishas actedasabrakeontheadoptionoflower-carbonbehaviouracross society.
How do we know what will work well with them? ipprconductedseveralworkshopswithNowPeopleintheUKtofind outwhatmightmotivatethisgroup–andthusthewiderpublic–to act.Weexploredtheirattitudestolower-carbonlifestyles,focusingon thethemeofshopping,toassesstheprocessesthatpeopleadopt whenmakingconsumerdecisions. Wealsocarriedoutobservationsofhomeenergyassessmentsinthe homesofNowPeople,andtheninterviewedthemtogaugetheir reactionstotheenergyadvicetheyhadbeengiven.
10keylessonsemerged,whichweprovideasadvicefordesigning communicationsonclimatechangeinthefollowingpages.Tosumup, successislikelytocomefrompersuadingmainstreamconsumersthat inadoptinglower-carbonlifestylestheycansavemoney,havecontrol, lookgood,dotherightthingwithoutbeinganenvironmentalistand stillbethemselves.Persuadingthepublicofthisandputtingpoliciesin placetoensurethatlower-carbonoptionsareaffordable,desirableand visiblewilltakeusalongwaytowardsmobilisingthepowerof consumersinthebattleagainstclimatechange. Wehopeyoufindthisguideuseful. SimonRetallackandRegPlatt,ippr September2009
Thefullfindingsofourresearchcanbedownloadedat www.ippr.org
Consumer Power: Communicaons guide
What did we find out?
3
1. Don’t focus on climate change Alackofawarenessofclimatechangeisnottheproblem. Mostpeopleareaware,butthatawarenessisnot motivatingenough.Formany,climatechangeisjustboring. Othermotivationsneedtobedrawnonbecausesavingthe planetorhelpingtheenvironment,whilenotseenasabad thing,isasecondaryreasonfortakingactionatbest. Recognitionofthatshouldbethestartingpointofall communicationseffortstoencouragemainstream consumerstoadoptlower-carbonbehaviours.
Consumer Power: Communicaons guide
2. Focus on saving money now
4
Emphasisingthemoney-savingpotentialofadoptinglowercarbonbehaviourswillbemuchmoreeffectivethanurging peopletotakeactiononthebasisthatitwillprevent climatechange–particularlyinthepresenteconomic climate. Theeconomicdownturnisinfluencingeverythingand people’sfocusisonwaysofsavingmoney–oronsimply notwastingit.Soakeymessageshouldbe: Notwastingenergy=notwastingmoney. Buttherearewayswecanmakethenotionofsavingmoney evenmoreappealing–forexample,byemphasisingthe pleasurablethingsthatthemoneysavedcanbespenton.
3. Prevent the rebound effect Careneedstobetakentopreventa‘reboundeffect’in whichpeoplespendthemoneytheyhavesavedfromusing lessenergyonother,high-carbon,purchases,likeflights. Tohelppreventthiseffect,communicationscouldreferto theneedtoreducecarbon‘pollution’(ratherthan ‘emissions’),orusehumourtosatirisehigh-carbon behaviours,orsimplymakelower-carbonchoicesmore desirable. Theseoptionsareexplainedfurtherinpoints4,5and6.
Onewaytohelppreventthereboundeffectmaybefor communicationstotalkaboutcarbonpollution. Referringto‘pollution’–awordthatimplies‘dirt’–islikely tohavemoreimpactthanreferringto‘emissions’,whichare invisibletotheeye. Similarly,plain‘carbon’,associatedwithcoalandperceived asblackanddirty,mayalsobeamoreeffectivewordtouse than‘carbondioxide’,whichisinvisible.
Consumer Power: Communicaons guide
4. Talk about carbon polluon, not CO2 emissions
5
5. Sarise high-carbon behaviours Mostmainstreamconsumerswanttolookcool.Theynote anythingthatdetractsfromtheirimageandactuponit quickly,tomaintainorchangetheperceptionsofothers. Communicationsthatusehumourandgentlemockery, sarcasmandsatirecouldassociatehigh-carbonchoiceswith unattractivepersonalities(averyBritishapproach)which peoplewouldwanttodistancethemselvesfrom. Arangeofalternative(lower-carbon)behaviourscouldthen becomeavailableforpeopletochooseforthemselves, leavingthemwiththesensethattheystillhaveroomfor self-expression,whichtheyprize,withoutbeingtoldhowto behave.
Consumer Power: Communicaons guide
6. Make lower-carbon opons desirable
6
Anotherwaytoovercomethereboundeffectisby continuallyrepackagingsustainableproductsand behavioursinto‘objectsofdesire’–thisiswhatoriginally turnedthepollutingcarintosomethingthatpeople‘hadto have’. Inthesedifficulteconomictimes,thesecouldperhapsbe depictedasthetechnologiesandbehavioursof‘fashionable austerity’.
7. Remember that being in control maers Highandfluctuatingenergypricesandtheroleofenergy companiesareofasourceofanxietytomainstream consumers.Theyarealsoexperiencinginsecurityandalack ofcontrolduetothecurrenteconomicturbulence. Communicationsaboutlower-carbonbehaviourscould capitaliseonthis.Mainstreamconsumersmayrespondwell tocommunicationsemphasisinghowenergy-saving measurescanofferthem‘control’overenergycostsand independencefromenergycompanies.
Communicationsthatarefunandhumorousarefarmore likelytocaptureandsustainpeople’sattentionthan communicationsthataretooserious.
Consumer Power: Communicaons guide
8. Make it fun
7
9. Avoid guilt and the ‘environmental’ label Communicationsthatpromotefeelingsofguiltshouldbe avoided,particularlyinrelationtochoicesthathavealready beenmade,asthesedrivepeopletodisengagefromthe message. Insteadofsaying‘Youarenotdoingenough’or‘Youare nottakingresponsibility’,communicationsshould acknowledgeandpraisetheactionsthatpeoplearealready takingandbuildonthose. Environmentalistsareoftenthoughtofas‘smug’and differentfromtherestofus.Socommunicationsmust promotelower-carbonbehavioursasbeing‘normal’,while stillofferingthepossibilityoflookinggood.
Consumer Power: Communicaons guide
10. Use messengers that ‘keep it real’
8
Gettingthemessengerrightisimportant.Peoplewantto hearfromfiguresinthepubliceyewhotheytrustand associatewithaspeers,ratherthanaloofA-listcelebrities, suchasfilmstars,whoarenot‘oneofus’. Toreachmainstreamconsumers,communicationsshould useordinary,everydaycelebritieswhoareseenas wholesomeandtrusted.Theyare‘likeus’andcanmake lower-carbonchoicesseemnormal,affordableand achievable,aswellasdesirable.ThinkTessDalyandVernon Kay,ratherthanMadonnaorLeonardoDiCaprio.
About ippr TheInstituteforPublicPolicyResearch(ippr)istheUK’s leadingprogressivethinktank,producingcutting-edge researchandinnovativepolicyideasforajust,democratic andsustainableworld.Since1988,wehavebeenatthe forefrontofprogressivedebateandpolicymakingintheUK. Throughourindependentresearchandanalysiswedefine newagendasforchangeandprovidepracticalsolutionsto challengesacrossthefullrangeofpublicpolicyissues. ippr,30-32SouthamptonStreet,LondonWC2E7RA.Tel:+44(0)207470 6100E:[email protected]www.ippr.org.RegisteredCharityNo.800065
About the authors
Acknowledgements ipprwouldliketothankthefundersofthisprojectfor makingitpossible:Coca-Cola,EnergySavingTrust,JMG Foundation,PilkingtonEnergyEfficiencyTrustandthe SustainableConsumptionInstitute.Wewouldalsoliketo expressourthankstoCulturalDynamicsandTenfordonating theirservices.
Consumer Power: Communicaons guide
SimonRetallackisAssociateDirectorandHeadofClimate Changeatippr.Hehasledippr’sresearchonbehaviour changeandclimatepolicy.RegPlattisaResearcherinippr’s Citizens,SocietyandEconomyprogramme,withexpertisein qualitativeresearchmethodsandaspecialistinterestin climatechange.
9
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