PERSUADING THE PUBLIC
55.If long-term emissions reductions are to be secured,
the public must understand the importance of climate change and
the part that their own actions can play in exacerbating or diminishing
the problem. Many witnesses told us that this was not the case
at present[124] and
the need for behavioural change was widely acknowledged.[125]
We heard from the Worldwide Fund for Nature that although 86%
of people were concerned about climate change, only 22% recognised
that domestic energy consumption was a major contributor to the
problem.[126] We were
told of various efforts to communicate these messages to the public
but found little evidence that they were having a significant
impact. For example, the 'Are You Doing Your Bit?' campaign was
presented by the Government as a major effort[127]
but the National Consumer Council told us that few people had
heard of it.[128] We
also heard from the Global Environmental Change Research Programme
that "Information, however well targeted, is not sufficient
by itself to change consumption patterns. Before they act on information,
people need to feel that they are making a difference."[129]
This point was also noted by Mr Meacher.[130]
To aid with this, we have produced in Box 1 a number of ways in
which an individual can make a real difference to their contribution
to global climate change. If people started to act upon these
recommendations, emissions of carbon dioxide could be reduced
by between 10 and 15 MtC, around half of the 'gap' between current
emissions projections and the target of reducing emissions by
20% below 1990 levels by 2010.
Text Box 1[131]
| Action | Personal Impact
| Impact on National Annual Carbon Emissions
|
| Turn down the heating thermostat by 1°C |
Reduce heating bill by 10%, saving £15 to £30 annually
| 0.25 MtC[132]
|
| Set hot water cylinder thermostat at 60°C |
Reduce heating bill by 10%, saving £15 to £30 annually
| 0.15 MtC[133]
|
| Install cavity-wall insulation | Reduces space heating costs by around 30%, saving £50 to £100 annually.
| 3.4 MtC[134]
|
| Install condensing boiler | Reduces space heating costs by around 20%, saving £35 to £70 annually
| 3.0 MtC[135]
|
| Install loft insulation | Reduces space heating costs by around 30%, saving £50-£100 annually
| 1.3 MtC[136]
|
| Install hot water tank insulation | Insulation will reduce water heating costs by around 30%, saving £20 to £40 annually.
| 0.35 MtC[137]
|
| Turn out lights on leaving a room | One quarter of all the electricity used is for lighting. Annual savings of around £5 possible.
| 0.25 MtC[138]
|
| Switch off TV instead of leaving it on standby
| About 10% of the energy use of a TV is during standby. Saves around £2 annually
| 0.1 MtC[139]
|
| Fit draught excluders to doors and windows |
Reduce space heating costs by around 5%, saving £5 to £15 annually
| 0.5 MtC[140]
|
| Change to energy-saving light-bulbs | Energy-saving light bulbs use 25% of the amount of energy that conventional bulbs use. Saves around £20 annually.
| 1.6 MtC[141]
|
| Take showers instead of baths whenever possible
| A conventional shower uses 60% less hot water than a bath. Can save £5 to £10 annually
| 0.5 MtC[142]
|
| Get your car serviced regularly | A serviced car may use up to 5% less fuel
| 0.4 MtC[143]
|
| Drive at 50mph instead of 70 mph | A car uses 25% less fuel at the lower speed
| 0.6-5.1 MtC[144]
|
56.Some witnesses noted that for people to be motivated
to change their behaviour, they needed to feel that those persuading
them to do so were acting upon their own advice. The Global Environmental
Research Programme explained:
"People are sceptical if they are being subject
to rhetoric which says you must take responsibility and you must
do things but the people who are actually delivering the rhetoric
are not being seen to be doing those things themselves"[145]
Press stories which reveal the environmentally damaging
behaviour of Government Departments and Ministers are a frequent
occurrence. We believe that such stories inevitably undermine
the effectiveness of Government messages to the public to change
their own behaviour. To ensure that the public can be persuaded
of the need to take action to reduce their own emissions, we believe
that the Government must make greater efforts to reduce emissions
from the public sector. Green procurement practices and transport
plans should be established as quickly as possible and widely
publicised. Ministers must also try and demonstrate environmentally-responsible
behaviour whenever possible.
57.Although we recognise that efforts to change people's
behaviour are still developing, the current efforts appear to
be patchy and low-profile. As we noted in our report on Reducing
the Environmental Impact of Consumer Products, "the 'Are
You Doing Your Bit? campaign is inadequate in scale, coverage
and public profile."[146]
The National Consumer Council noted the contrast in funding for
different information campaigns:
"We looked at all the Government's information
campaigns and commented in particular on how Going for Green
received less public funding than the anti-litter campaign, and
contrasted that effort with things such as the road safety campaign.
The road safety campaign has been very consistent, very heavily
funded, still with £8 million a year, very targeted, very
focussed, very sustained over a very long period, and has delivered
... So we feel it can be done..."[147]
The Institution of Highways and Transportation echoed
this point, noting that even within the transport sector, there
is a great disparity in the resources put to the campaigns to
reduce journeys and emissions as against those put towards tackling
speeding and drink-driving.[148]
The UK Government relaunched the Are You Doing Your Bit campaign
in May 1999 with a £7 million annual budget and with climate
change/energy efficiency amongst its priorities. We recognise
this as an improvement on the 1998 campaign but our reservations
about the Government's information strategy remain. The consultation
document fails to recognise that the public remains uninformed
and unconvinced of the need for personal action on climate change.
We do not believe that the existing publicity campaigns will be
effective in changing people's behaviour. In many cases, their
profiles are low and their messages ineffective, largely as a
result of inadequate funding. A sophisticated and targeted approach
is required to change people's behaviour along with a much greater
commitment from Government to 'doing its bit'.
83 
