Guildford’s behaviour change challenge

Energy and our homes  The energy we use in the home makes an important contribution to total UK emissions – 27.5%  Despite energy efficiency campaigns since the 1970s this figure has increased  Savings have been offset by the widespread take-up of central heating and appliances and us living in smaller family groups  If this is going to change we need to address the way we build and refurbish homes but also how we live in them

How we use energy  INSET FIGURE 2.1 from book

Energy trends  Most important areas to focus on are heating and hot water  When these have been addressed appliances make a more significant contribution  In the last 30 years average number of appliances has increased from 17 to 47  In 1981 only 4% of households had a dishwasher – now 37%  Some of these use a lot more energy – plasma screen TVs use three times more energy than CRT screens.

Energy in the home

Policy response  Stern review placed climate change on the political agenda – costs  But had little to say about housing  Energy White paper 2007  Press coverage focus on nuclear power  Ignored missed targets from 2003  Focus on new build – Code for Sustainable Homes  Removing planning constraints for micro- generation  Information campaigns

What about new homes  Housing stock in the UK some of the oldest in Europe  Built before 1919 harder to improve because no cavity walls to fill  Replacement rate is very slow – 20,000 homes per year  Environmental Change Institute recommend demolishing 14% of our current stock between now and 2050  Demolish 80,000 houses per year

Problems with new build  35 tonnes of carbon dioxide used in materials and construction for each new house  Does not address fuel poverty  Large scale demolition very disruptive to communities  Unlikely in the current economic climate  80-85% of our current housing stock will still be here in 2050

Behaviour change  Physical fabric of the home only part of the story  Important how we use our home  Popular with a Government reluctant to regulate or increase taxes  How much will this approach save?

How much do all these save?  This gives a total saving of 2,417kg of carbon dioxide  Carbon Trust estimates that the average British resident is responsible for around 11 tonnes of carbon dioxide per year  6,442kg are used in the home for heating, hot water, cooking and electrical appliances  This gives a potential saving of 37.5% of CO 2 emissions from the home from behaviour change steps with no cost implications

Information campaigns  recycling domestic waste  walking, cycling or using public transport rather than driving  buying local food  wasting less water in the home  using less energy  Little change since 1970s… Save It campaign of the mid 70s to Are You Doing Your Bit of mid 90s.

Climate hell  “The most common message on climate change is that we’re all going to hell. That’s what climate change looks like when you get right down to it; rising seas, scorched earth, failing food supplies, billions of starving refugees tormented by wild weather. But contrary to every expectation, hell doesn’t sell. Although these Armageddon climate scenarios might be accurate and eye- catching, they haven’t changed attitudes or behaviours nearly enough. Threats of climate hell haven’t seemed to hold us back from running headlong towards it.” (Futerra, 2009)

Communicating with the public  A few examples of pro-environmental behaviour have taken hold – recycling  Messages about sustainable living reduced to technical arguments  Often encourage self-sacrifice  May engage a few committed environmentalists  Don’t relate well to everyone else  Having more information does not lead to action

What determines behaviour  Motivation – someone could want to recycle but lack the facilities to carry it out  Ability – modest amount of knowledge and physical fitness needed to sort recycling  Opportunity – are physical features in place to make it easy to do  Relationship between these three

Social marketing  start with individual’s behaviour and then trying to find a tactic suited to address that behaviour  different material used to address different users  Widely used in anti-smoking and AIDS awareness campaigns  Urgent need to learn from success stories in environment but also in public health

Which approaches work best Range of web based resource encouraging lifestyle change dothegreenthing.com Others based in communities Transition towns Low Carbon Communities Network Have to opportunity to talk about climate change where people are – not abroad

Engaging with people now  In January this year 31% thought that climate change was a definite reality, while the same number 31% thought it a bit over exaggerated.  Failure at Copenhagen, cold winter and press coverage all impacted  Saving energy in the home should be a win- win  Pave the way for harder choices with transport