A report from the Environment and Climate Change Committee identifies that 32% of emissions abatement required for the UK to meet its 2035 targets must be delivered by household and individual-level decision-making.[i] This could be a surprising figure to come upon, but Sir Patrick Vallance has said, “Dreaming that something brand new will appear and save us by 2050 is not sensible.”[ii] This underscores why some of the responsibility for abatement must fall upon the shoulders of individuals who can make small changes today rather than on technological innovation that may have a bigger impact but will have to be waited, with bated breath, for.
Source: Environment and Climate Change Committee
According to the house of lords' report, polling shows that the public is ready for the government to take the lead in engendering behavioural change. They claim that there is an urgent need for a public engagement plan that will both articulate a national story and foster support for reaching net zero. They suggest that previous attempts to support behaviour change were too focused on building awareness and not enough on other potential policy levers.[iii]
Research from the Centre for Climate Change and Social Transformations (CCCST) supported the claim from the House of Lords report that the public would welcome governmental support beyond awareness interventions. Through a series of workshops, the CCCST reached the following conclusions: Numerous low-carbon methods were viewed as workable and desirable alternatives, including those that encourage people to use fewer cars, make buildings more energy efficient, switch to healthier diets that include less meat, and participate more in the sharing economy. Even though preserving individual freedom and choice was crucial, only really extreme measures—such as giving up cars, skipping flights, downsizing, or adopting a vegetarian or vegan diet—were seen to be too restrictive. However, many solutions' public adoption depends on additional institutional funding and support (e.g. government and businesses). Participants found it challenging to envision how they could take additional emissions reduction measures without that.[iv]
ZCA has previously talked about actionable shifts in behaviour that can be considered by individuals to reduce their environmental impact; plant-based diets can be encouraged at work and individual eateries, and retained commuting changes as a result of the COVID-19 lockdowns are reducing emissions. What each of these examples has in common is that they do not require a financial commitment from the person undertaking them; in fact, inflation’s impact on food prices and the particular effect on meat mean that plant-based decisions can now save money.[v] Whether this factor impacts the prevalence of such diets in the UK will take time to assess. So too cycling over driving can also allow individuals to save money on petrol. But how can other personal adaptation areas be made financially viable to the general public?
Waiting for policy interventions that will enable widespread behavioural change, as with all policy interventions, could prove too much to bear. As such, business-level interventions that could precede these governmental interventions could provide a valuable opportunity to forge ahead in terms of green leadership. Where can you start?
A cycle-to-work programme is likely already in place at many workplaces, and for those who don't, it is a simple place to start. Most cycle-to-work programmes let employees purchase bicycles over a certain length of time without incurring interest or tax on the bicycle. This promotes cycling as a means of transportation, which reduces car emissions while also improving the health and happiness of the workforce.[vi] Offering electric cars as business cars instead of petrol or diesel vehicles is another green incentive gaining popularity. To maximise the tax benefits of the perk, employers can consider providing a salary sacrifice programme for workers to buy electric vehicles, similar to the bike-to-work programme. Employees will be inspired to think about using electric vehicles for their journey to work if charging stations are installed in the office parking area.[vii]
Five NHS organisations in Dorset worked together earlier in 2022 to deliver a behaviour change programme that urged their 24,000+ staff members to reduce the environmental impact of their daily activities. The programme, known as "EcoEarn," was delivered through a modified version of Greener Rewards' "Jump" platform. Employees can log in to Jump's digital website and app to track the steps they take each day to minimise emissions, energy use, water use, and waste both at work and at home. Utilising reusable water and coffee cups, pedalling or walking to work, and shutting off lights and appliances when not in use are a few examples of actions. Staff members got "Green Points" by documenting their actions. As a result, both individuals and teams can fight to determine who can score the most points. Then, employers can offer to convert points into gift cards or charitable donations. The participants in EcoEarn who earn the most points will receive gift cards to use at nearby businesses concerned with sustainability. EcoEarn is projected to result in cost savings in addition to minimising the environmental impact of the participating organisations. According to Green Rewards, the typical organisation utilising Jump in 2021 saved £87,150 on overhead expenses.[viii]
There is certainly a role that employers and organisations can play in ensuring that the calls from the House of Lords are heeded. There is also the angle that climate leadership and a positive culture at work can have marked effects on organisational reputation.
[i] Environment and Climate Change Committee- In our hands: behaviour change for climate and environmental goals
[ii] Environment and Climate Change Committee- Corrected oral evidence: Mobilising action on climate change and environment: behaviour change
[iii] Ibid
[iv] CCST- The road to net zero: UK public preferences for low-carbon lifestyles
[v] BBC- Soaring food prices push inflation to 40-year high
[vi] Shoosmiths- Incentivising staff in a green economy: green benefits
[vii] Ibid
[viii] Edie- Dorset-based NHS organisations launch gamified staff behaviour change scheme on road to net-zero
Oscar is a recent graduate with a background in earth science. He is currently studying an MSc focussing on disaster responses, emergency planning and community resilience. His postgraduate research project will assess the link between climate crisis risk perception and attitudes to green energy projects. “Adapting to the climate crisis through the pursuit of net zero requires community engagement and understanding. Zero Carbon Academy’s goals closely align with this approach and I’m excited to have the opportunity to research and communicate a variety of topics relating to our environment and sustainability”.
