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  • Report
  • 1st Nov 2021

The Power of TV: Nudging Viewers to Decarbonise their Lifestyles

An evidence-based guide for broadcasters

Key findings

  • 🌍 New BIT research finds 8 in 10 support the idea of broadcasters nudging #green choices through content and 1 in 3 say TV has inspired them to make changes. #decarbonisation #netzero #cop26
  • 🤯 If just 10% of TV viewers changed their behaviour to prevent food waste, avoid taking lengthy flights, switch to a plant-based diet or use an electric vehicle we could prevent 1.16 bn tonnes of CO2 #emissions entering the atmosphere per year.
  • 🌱 6 in 10 viewers expect all production to become net zero, and 5 in 10 would like broadcasters to donate to environmental charities and run environmental awareness campaigns.

Mass media, such as television, can play a pivotal role in encouraging consumers to decarbonise. The majority of future emissions reductions – 63% – will need to come from changes in how we travel, how we power and heat our homes, what we eat, and what we buy. It seems only logical that broadcasters should use their unique platform to improve viewer knowledge, challenge their attitudes, and inspire them to take action against climate change.

The size of the prize is enormous. An estimated 4.3 billion people watch TV content on different devices for an average of 2h 54 minutes a day, across the world.

In our latest report, produced in collaboration with Sky TV, we provide new data on viewers’ attitudes towards green behaviours and nudging. We go on to outline 10 recommendations for broadcasters on how they can use their content to encourage sustainability. 

Download the full report


Can we nudge to net zero?