Why Do We Need to Focus on Green Behaviour Change?

Net Zero relies on behaviour change. According to the UK’s Committee on Climate Change, 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.

But, what does that really mean for the day-to-day? What can we actually do to help in the fight to decarbonise?

The Behavioural Insights Team (BIT) is often among the first to point out that ‘information alone isn’t enough to drive big changes in behaviour’ (particularly where big cost or convenience barriers exist). But, with such a large shift in public action needed, and a lack of strong public understanding of green behaviours, it’s clear that public engagement, information, and effective communications are a vital foundation.

BIT has been working with the Welsh Government and SBW Advertising to develop 11 evidence-based principles for climate change communications for behaviour change. Their 11 tips were based on BIT’s EAST framework, which recognises four essential traits for effective communication. Your messaging must be: Easy, Attractive, Social, and Timely.

Their 11 pieces of advice fall under these four elements of the EAST framework:

EASY

• Provide clear and simple messages, with intuitive and familiar metrics.
• Use action-oriented messages that tell people WHAT to do and HOW.

ATTRACTIVE

• Make it salient and visible.
• Emphasise co-benefits of a green choice but pick the right framing.
• Harness existing community values, rather than forcing ‘green identities’. 
• Avoid blame or scaremongering.

SOCIAL

• Lead by example to build legitimacy.
• Harness effective messengers: different groups listen to different people.
• Advertise and model social norms.

TIMELY

• Use prompts at timely moments (e.g. point of purchase, transitions).
• Make use of reminders and frequent prompts.

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