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
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.
The transition to a low carbon and resource efficient future offers opportunities to help deliver a more balanced economy, to grow exports and exploit comparative advantages. But how well positioned is the UK for this challenge compared to one of its main competitors? This infographic looks at the figures (download PDF here):
For sources and further info about this project, see here