Green marketing techniques are missing their mark

The report, by the Institute for Public Policy Research (IPPR) called 'Consumer Power: How The Public Thinks Lower Carbon Behaviour Could Be Made Mainstream', warns that the UK’s ability to meet challenging emissions targets is being threatened because most climate change-related communications, products and policies are leaving many people unengaged and switched off.

The report argues that a new approach by Government, business and campaigners is needed if mainstream consumers – and not just the environmentally-inclined – are to adopt lower carbon lifestyles.

It shows that mainstream consumers would be far more likely to change their behaviour and use less energy on the basis that it would save them money, give them greater control over their energy bills and greater independence from energy companies, rather than on the basis that it would prevent climate change.

Simon Retallack, associate director and head of Climate Change at IPPR said: “Our research suggests that it is possible to engage far more people than the environmental pioneers in adopting lower carbon behaviours. The time is ripe to take this message beyond the ‘usual suspects’. Success will lie in convincing consumers that in adopting lower carbon lifestyles they can save money and have control in a chaotic world, and they can do the right thing and look good without being an environmentalist.

"If we can achieve that, while putting the policies in place to ensure that lower carbon options are affordable, attractive and visible, we will have gone a long way towards mobilising the power of consumers in the battle against climate change.”

For the research, IPPR carried out a series of workshops, home energy assessments and interviews with mainstream UK consumers – which they term ‘Now People’ because they have a high level of motivation to consume, have prominent positions within social circles and are drivers of fashions and trends.

The research found that they were tired and bored of hearing about climate change and cynical about Government motives for action on climate change, viewing it as a means to increase taxation. They were also doubtful about the impact of individual low carbon behaviour when other individuals and organisations do not follow suite and resentful of being made to feel guilty about their lifestyles, while labeling environmentalists and green products "smug" and "self righteous".

Recommendations made by the report included making lower carbon products and services more attractive and desirable and making consumers feel that lower carbon options were ‘normal’ for people like them. It also suggested that consumers wanted to hear about these products and services from figures in the public eye whom they trusted and associated as peers – such as Tess Daly and Vernon Kay – rather than environmentalists or aloof A-list celebrities.