Tag Archives: Research

Hyper-local, visible action is key to encouraging green living

This is a guest post by Oliver Payne, an advertising professional who founded the behavioural communications agency The Hunting Dynasty, and wrote Inspiring Sustainable Behaviour: 19 Ways To Ask For Change

Talk to any communications specialist and they’ll tell you how important social norms are in driving behaviour. This is correct, but a little broad. Norms – or the implicit and explicit rules that govern a society – come in many varieties. Both the injunctive norm (what we’re told is approved of), and the descriptive norm (what we see others doing) can help persuade us to act more sustainably. Read more

How selling comfort and warmth can encourage more homeowners to insulate

This is a guest post by Toby Hopwood, communications specialist at the National Social Marketing Centre (NSMC).

How can you encourage households to insulate their lofts when the financial case alone leaves them cold?

We often assume that lower utility bills are what will motivate the less environmentally-concerned to save energy. But work carried out by The NSMC and Newcastle City Council shows that when time is taken to explore the attitudes and beliefs of specific household groups, other benefits can be revealed that are powerful motivators to action. By taking this approach, councils can find low-cost ways to reposition existing services, overcoming the main barriers to installing important measures such as loft insulation.

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