
Toby Park
Director, Head of Climate, Energy & Sustainability
We know that reaching Net Zero requires us to embrace new, low-carbon technologies and rethink how we heat our homes, how we travel, and even how we eat.
Much of the responsibility is falling on the public to make significant changes and while green technologies may ultimately be mandated, a smooth transition requires a great deal of voluntary engagement. But the majority of us either don’t know what to do or aren’t yet fully on board. That’s where a comprehensive approach to communications, marketing, and public engagement comes into play. People want to take action – but they need more guidance, clarity, and inspiration to make those necessary changes.
Our new report, which assesses evidence from a fresh survey of British consumers with expert insights across climate, energy, and communications, past Net Zero projects, and real-world case studies, identifies 10 critical functions of communications, all of which we believe to be necessary to address barriers to pro-environmental action. They are:
Many people simply don’t know what steps they should take to reduce their carbon footprint. Our report shows that there’s a significant gap between what people think is impactful (like turning off lights) and what truly makes a difference (like upgrading heating systems) – see Figure 1. Effective communication must raise awareness about which green choices matter most, helping people focus on the actions that have the biggest environmental impact.
Many of the big-hitting climate actions involve significant purchases or new, unfamiliar technologies, including heat pumps and electric vehicles. This requires a major marketing effort that makes these product categories appealing, emphasising the benefits relevant to different consumer groups.
Misinformation and myths about new technologies, like EVs and heat pumps, are rampant. The report reveals that many people hold inaccurate or exaggerated negative beliefs, such as thinking EVs don’t work in cold weather or that heat pumps are noisy and ineffective. A key role of public engagement is to demystify these technologies, providing clear, accurate information to counter the negativity.
Figure 1. Prevalence of poor knowledge, negative sentiment and inaccurate beliefs on key technologies. (Internal BIT data.)
Even if people are willing to adopt new technologies, many lack the procedural knowledge or confidence to make it happen (see Figure 3). Outside of cost, these were some of the highest-reported barriers, particularly to more ‘involved’ actions such as DIY retrofits, and engaging new technologies such as demand flexibility, hydrogen or biomass heating. Public engagement needs to offer practical guidance and step-by-step support to help people navigate the often-complex process of adopting low-carbon solutions.
Cost is a major barrier to adopting green technologies, and whilst we need more than effective communications to address this barrier, many people aren’t aware of available subsidies or the long-term savings of products like EVs. E.g. 57% didn’t believe the government offers subsidies for heat pumps (in fact, £7,500 grants are available), and 75% believe EV batteries need replacing every few years, and 66% believe they end up more expensive over the lifetime, despite running costs being significantly lower for many drivers.
Figure 2. Percentage of respondents that selected finance-related barriers for a range of Net Zero behaviours. (Internal BIT data.)
Beyond financial barriers, the perceived hassle of adopting green technologies can deter people from making changes. For instance, relevant data points from our survey include the following inclusions in people’s ‘top 3’ barriers:
Tailored advice, tools, and guidance can help reduce the complexity and uncertainty of these decisions, giving people confidence to take action. This might include offering cost calculators, DIY guides, or connections to trusted installers.
People are more likely to adopt new behaviours during key life moments, such as moving house or switching jobs. Effective marketing can leverage these ‘moments of change’ to prompt action, ensuring people are nudged towards making green choices at the right time.
Using communications at ‘moments of change’. We found that a promotional leaflet for a cycle share scheme in Portland, USA was nearly 4-times more effective when we targeted home-movers, compared to existing residents with a new station nearby.
Figure 3. The Portland cycle share scheme bikes (left) and a bar chart showing increased effectiveness of targeting home-movers compared to existing residents with a new station nearby (right). (Internal BIT data.)
According to our survey data, 87% ‘wish leadership from government and business was stronger’, including ‘doing more to help me make more sustainable choices (e.g. by providing better information)’. And yet, in recent years, public trust in public institutions is at a historic low. This matters, because research has shown a link between public trust (social capital), and effective delivery of climate policy. Strategic communication must therefore rebuild this trust by showing that institutions are leading by example, being transparent about the benefits and costs of Net Zero, and delivering on their promises.
What is the right institution to lead on Net Zero communications and public engagement?
Figure 4. Preferences of the British public on messengers and characteristics for a Net Zero communications campaign. (Internal BIT data.)
Mandates and policy changes will be necessary to reach Net Zero, but these policies need public backing to succeed. Effective public engagement can help maintain support by ensuring people understand the fairness, effectiveness, and benefits of these policies, and by addressing their concerns upfront.
We recently undertook further research to understand why people may support or oppose specific Net Zero policies. Some headline insights from our recent work on public support for Net Zero policy stand out:
Eco-labels and rating systems are essential for helping consumers make informed choices. Clear labels, like energy efficiency ratings or carbon footprints, can guide consumers toward greener products and thus create incentives for businesses to offer more sustainable options. These labels should work in synergy with wider awareness campaigns, ensuring that consumers have the information they need to make greener purchases.
The UK’s path to Net Zero depends on more than just government policy – it requires widespread public engagement and a coordinated effort to change behaviours. By increasing awareness, dispelling myths, offering practical support, inspiring action and building trust, we can support people to make the choices needed to decarbonise the economy. Public engagement isn’t just important – it’s the key to making Net Zero a reality.
Read more in the report here, and reach out to the Behavioural Insights Team if you are interested in further collaboration on communications for Net Zero behaviour change.
Director, Head of Climate, Energy & Sustainability
Senior Advisor
Advisor
Associate Advisor
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