Behaviour Change Policy(1).jpg "BringingItHomeNew")
Read our latest blog posts on behaviour change.
Our behaviour change project looks at how recent developments in behavioural theory could inform better policies on energy, water and waste management in the home. There is currently a mis-match between how policymakers design policy in this area, and how people actually work, which means that behaviour change interventions are not having the impact that they could.
In 2011 we launched our report Bringing it Home with policy recommendations, and a series of short ethnographic films.
Bringing it home looks at how behavioural sciences can improve the design of green living policies. It argues that households are prepared to make changes when they are easy and normal, but few make an effort when it is difficult, expensive or unusual. An analysis of existing and proposed government policies from a behavioural perspective shows that existing policy is failing to drive sufficient change, and suggests that flagship coalition policies such as the Green Deal and smart meters will not be enough on their own to change this. Truly taking on the lessons of behavioural theory means going beyond nudges to deliver systemic change.
'This report provides a very rigorous assessment of the evidence on household behaviour, and implications for design of policies to improve energy efficiency. It is essential reading for anybody working in this area.'
David Kennedy, Chief Executive, Committee on Climate Change
Download it here: Bringing it home (PDF 2.40 MB)
Download the Summary report here: Summary Report (PDF 856 KB)
Full report page with annexes and references
Many of the conclusions of the report were informed by observing the actions and attitudes of six households from across the UK. A video researcher spent two days filming each household in January 2010, and then interviewed them to explore why they behaved as they did. There are five films in the series A snapshot of everyday life.
When the Bringing it home report was completed, a film summarising the findings was presented at Green Alliance's Annual Debate. The short version is embedded above, please click here for the full-length version.
We have been contributing to the development of the smart meter roll out plans. The roll out will affect every home in the UK and is an unmissable opportunity to engage people with their energy use, with energy efficiency and with longer-term behaviour change. See details of our work here.
For more information contact:
Faye Scott, head of research
fscott@green-alliance.org.uk
0207 630 4514