APPENDIX 14
Memorandum from the Energy Saving Trust
This is the response of the Energy Saving Trust
to the House of Commons Environmental Audit Committee Inquiry
into education for sustainable development issued in January 2003.
This response should not be taken as representing the views of
individual Trust members
OUR INTEREST
The Trust was established as part of the Government's
action plan in response to the 1992 Earth Summit in Rio de Janeiro,
which addressed worldwide concerns on sustainable development
issues. We are the UK's leading organisation working through partnerships
towards the sustainable and efficient use of energy by households,
small businesses and the road transport sector.
The Energy Saving Trust welcomes the opportunity
to input into the Environmental Audit Committee's Inquiry into
education for sustainable development. Our experience is in pursuing
the sustainable and efficient use of energy, and as such this
is the focus of our submission.
Our submission focuses on formal education,
education in the workplace, and the community. Of particular relevance
to this inquiry is the Trust's work in the following areas:
FORMAL EDUCATION
EST has run two school energy programmes that
promote the "whole school" approach to energy efficiency;
the School Energy Programme and the pilot Energy Efficiency
Certification Scheme for Schools. This holistic approach establishes
positive links between energy efficiency and the school curriculum
and also helps to ensure the efficient use of school energy resources.
These programmes aim to raise levels of environmental awareness
amongst pupils, teachers and parents, thus reaching a range of
domestic energy consumers and future bill-payers. The School Energy
Programme has developed a range of learning materials about energy
efficiency for schools to include in class curricula, which can
be found on the School Energy website (http://www.schoolenergy.org.uk/).
Funding for these programmes has been from both DEFRA and DfES.
In 2003-04 DfES will continue to fund the SchoolEnergy website
which is to be developed this year to become a single portal site
for school energy (and water) activities. Further Energy Efficiency
Certification Schemes will be piloted in 2003-04, they will be
on a large scale than those piloted last year, again these will
be funded by DfES.
WORKPLACE EDUCATION
EST has developed two training packs
targeted at retail store staff, one specific to appliance retailers
and the other to lighting stores. They aim to inform sales staff
of the benefits of energy efficiency for their customers, provide
details about Energy Efficiency Recommended and the EU energy
label along with providing hints on selling energy efficient products.
The pack contains a video, written material, and a savings calculator.
This work is funded by DEFRA and the Scottish Executive. Feedback
from retailers has been very positive, and indeed we believe training
of sales staff is a key part of influencing consumer purchasing
decisions. Experience in the Netherlands supports this view. Market
research has shown that the primary reason for buying an energy
efficient product in the Netherlands was the recommendation of
the store sales staff. [5]EST
has run a large number of energy efficiency branded joint marketing
initiatives with retailers. In 2002, over £1 million was
invested by our retail partners to raise the awareness of energy
efficiency throughout their stores.
COMMUNITY EDUCATION
EST has run the Energy Efficiency Campaign
since 1997. This is a long-term information and awareness-raising
programme focussing on the branding and marketing of energy efficiency,
and backed by television advertising and promotional material.
The campaign specifically promotes the purchase and installation
of energy saving products along with the practical actions individuals
can take to reduce their household energy consumption. The campaign
is funded by DEFRA and the Scottish Executive.
Key to the delivery of the campaign at a local
level are Energy Efficiency Advice Centres (EEACs). EST
funds a UK-wide network of 52 EEACs that provide free impartial
advice on energy efficiency to their local communities.
The remainder of this submission answers the
specific questions set out in the Inquiry paper.
1. Is a lack of public engagement and understanding
a real obstacle to the Government's progress on its sustainable
development agenda?
The Trust believes that greater public engagement
and understanding is essential for further progress in the Government's
sustainable development agenda to be made. It is clear that while
many people know climate change is happening most are not aware
of the causes, potential impact, or that their everyday activities
are contributing to it. We believe greater public engagement and
understanding will only be possible if messages are both relevant
and accessible.
Recent research has indicated that there is
a lack of public understanding of both sustainable energy and
sustainable development in the UK. Key findings are summarised
below:
FORMAL EDUCATION
A recent review of published research [6]
into environmental education, reported that:
— While many pupils have pro-environmental
attitudes they do not relate these to their own life-styles, particularly
in connection with consumption practices and social actions
— Pupils' factual knowledge and understanding
of the science behind environmental issues is often poor.
— Explanations, impact and remedial
action of distinct environmental phenomena often become blurred
and thus confuse pupils' understanding
THE COMMUNITY
Recent research highlights that the UK public
has:
— Differential levels of awareness
of the potential impacts of climate change. In a 2001 DETR[7]
survey approximately half of those interviewed recognised that
changes in weather and flooding were likely impacts of climate
change, and less that 10% of respondents recognised there was
a long-term danger to human survival from climate change.
— A limited awareness of the causes
of climate change. In a recent NOP[8]
survey only 3% of respondents identified domestic energy use as
a cause of climate change. In terms of carbon emissions the residential
sector currently contributes 27% to total UK CO2 emissions, amounting
to 39.7MtC (year 2000).
— A low awareness about what individuals
can do to tackle climate change. Only 15% of respondents to
the NOP survey said they would reduce their car use if they wanted
to help reduce or stop climate change. All other options eg using
more public transport, buying renewable energy had even lower
response rates.
The Energy Efficiency Campaign specifically
aims to inform householders about energy efficiency and the actions
they can take, we believe this could compliment a larger communication
programme that covers the wider sustainable development agenda.
EST does not currently have sufficient funds to develop its programme
in this way.
2. Is there a need for a national strategy
for education for sustainable development? Would additional infrastructure
be required to deliver a coherent, national strategy?
We believe there is a real need for a national
strategy on sustainable development, with clear political leadership.
EST supports the work of the Sustainable Development
Commission, and in particular is participating in its dCARB UK
project. The aims of the project are entirely consistent with
a pilot project EST ran in 2002, called PlanetYork. Tackling sustainable
development and energy efficiency in a holistic way, at a local
level could be an extremely effective way of galvanising effective
local action on energy use the in home, business and in transport.
Integration with the social and economic objectives is also a
crucial underpinning message for energy efficiency.
3. Are existing awareness raising Government
campaigns such as "Are you doing your bit" effective
and well targeted? Have past campaigns been evaluated? How could
they be improved in the future?
The Trust's "Energy Efficiency Campaign"
has run since 1997 and we believe it is both effective and well
targeted. This campaign was developed in conjunction with DEFRA's
"Are You Doing Your Bit" campaign (AYDYB), and the Scottish
Executive's "Do a little change a lot" campaign. However,
as funding was cut last year for AYDYB, the value of the complementary
positioning was lost.
Before AYDYB the Government ran a number of
campaigns — "Wasting Energy Costs the Earth" and
"Helping the Earth Begins at Home". These campaigns
kept changing which meant there was no long-term identity for
energy efficiency in consumers' minds. In addition these campaigns
did not link awareness raising and advice with the whole buying/selling
chain. This is a key aspect of any such campaign, that aims not
only to raise consumer awareness but also to change consumer behaviour.
The Energy Efficiency campaign aims to provide
a long-term identity for energy efficiency. It was developed in
partnership with manufacturers, retailers and installers of energy
efficient goods and services. The campaign specifically promotes
1) the purchase and installation of energy saving products, and
2) highlights the practical actions individuals can take to reduce
their household energy consumption through campaign messages relating
to specific and tangible actions and opportunities that consumers
can take.
The energy efficiency campaign work has been
developed year on year to ensure it remains as motivating to the
target audience as possible. The target audience are those consumers
who are most likely to be receptive to the campaign's messages,
likely to contact the campaign through the hotline website and
EEAC network and those most likely to buy EER products or use
the services of an Energy Efficiency Accredited Installer. The
value of the campaign is that it works directly in support of
the Governments energy efficiency policies such as the Energy
Efficiency Commitment (EEC). Raising awareness of energy efficiency
issues, and advising consumers to buy energy efficient products
compliments the energy supplier offers through EEC. The energy
suppliers agree that awareness raising is key to successful uptake
of their offers for energy efficient appliances, boilers, central
heating controls, low energy light bulbs and insulation products.
To measure the effectiveness of the Energy Efficiency Campaign
EST carries out market research which shows that there has been
a year on year increase in consumer recognition of the energy
efficiency logo (see fig. 1), and an increase in consumer action
as a result of the campaign (see fig. 2).
Fig 1:
ENERGY EFfICIENCY LOGO RECOGNITION[9]
| 1997-98 | 2000-01
| 2001-02 | 2002-03
|
| % Recognition | 36% | 52%
| 62% | 67% |
Fig 2:
RESPONSES (HOTLINE AND WEBSITE) TO THE ENERGY EFFICIENCY
CAMPAIGN
| 1997-98 | 2000-01
| 2001-02 | 2002-03
|
| No. of Responses | 52,000 |
116,243 | 243,687 | 262,151
|
Given the necessary resources, there are a number of ways
the Energy Efficiency Campaign could be improved in the future,
namely:
— Extend the campaign so activity occurs throughout
the year. The campaign currently involves 3-4 months of activity
in the autumn. However, different appliances tend to be bought
at different times of year, for example more fridges are bought
during summer that at other times. Ideally the campaign would
mirror the peaks in purchase patterns, ensuring that energy efficiency
is at the forefront of consumers' minds whenever they make a purchase.
— Develop the campaign to allow communication
with consumers in a more holistic way. The campaign currently
focuses on "how" to be energy efficient, as opposed
to "why" be energy efficient. EST is keen to further
develop the campaign to include details of "why" the
public should be energy efficient. A more holistic approach could
also include the behavioural aspects of being energy efficient
that were previously included within the "Are You Doing Your
Bit Campaign".
EST is supportive and welcomes the thinking behind the Climate
Change Communications Campaign proposal put forward by consultancies
Beyond Green and save the planet. This campaign would have the
objective of creating a step-change in public awareness of the
threat of climate change, and the need for -and potential benefits
of - a low carbon future. We believe more needs to be done in
engaging public support and action to ensure the UK meets not
only its 2010 Climate Change Programme targets but also to support
existing government policies such as the Energy Efficiency Commitment.
Beyond 2010, if the Government adopts a pathway to a low carbon
future (and aims for a 60% reduction in greenhouse gas emissions
by 2050) information and advice to the public on the environmental
impacts of their energy use will continue to be core underpinning
work for carbon abatements policies to be effective.
4. Are there existing education programmes relating to
sustainable development which might be considered good practice?
Are there elements of successful, strategic communication programmes
in other areas which could be applied to ESD?
EXISTING EDUCATION
PROGRAMMES
EST's School Energy Programme is a successful education
programme relating to sustainable development. However its effect
is necessarily limited because funding only allows us to support
a small number of initiatives. The number of schools participating
in School Energy each year is summarised in Fig 3.
Fig 3:
NUMBER OF SCHOOLS PARTICIPATING IN SCHOOLENERGY
| 1996-97 | 1997-98
| 1998-99 | 1999-2000
| 2000-01 | 2001-02
|
| No. of Schools | 194 | 229
| 248 | 222 | 458
| 466 |
As mentioned above the programme promotes the "whole
school" approach to energy efficiency. It is expected that
the development of energy awareness and energy efficient practices
in children is an extremely effective from of societal "transformation",
particularly those in primary school who are not aware of the
financial arguments in favour of energy efficiency. By introducing
energy issues into a child's every day routines, as older members
of society they are much more likely to incorporate energy efficiency
into their personal and professional choices.
EST recently commissioned a review of energy education in
UK schools, [10]involving
both schools that had received a school energy rebate and those
that had not. The results indicated that such a "whole school"
approach is indeed effective. In particular the review found that:
— The majority of the School Energy schools perceive
energy education as a general curricular expectation, however
few schools not in receipt of a School Energy rebate recognise
they are required to teach energy. Some do not recognise where
sustainable development is part of their remit.
— Teachers in School Energy schools are more aware
than others of the potential for incorporating energy education
into the curriculum.
— An understanding of energy can influence pupils'
behaviour in the real world. In particular, two thirds of pupils
regularly take steps to reduce energy waste at school without
specific instruction.
ELEMENTS OF
SUCCESSFUL, STRATEGIC
COMMUNICATION PROGRAMMES
The Trust believes that elements of its Energy Efficiency
Campaign could be applied to Education for Sustainable Development.
The following elements have been key in ensuring the success of
the campaign, and could be replicated elsewhere:
— Campaign messages need to be tailored for specific
audiences. Consumers across the UK are not all motivated by
the same messages, it is important that any campaign messages
are tailored to suit different audiences. The EE campaign's messages
have been specifically tailored to the target audience and designed
to motivate this audience into taking action.
— Consistency in messaging. The campaign's
messages are not only consistent between audiences ie consumers
hear the same thing from their energy supplier as from their appliance
retailer, but have also been consistent over time. This ensures
the long-term identity of energy efficiency in consumers' minds.
— Linking Awareness Raising with Advice. EST
funds a UK-wide network of 52 Energy Efficiency Advice Centres
that provide free impartial advice on energy efficiency to their
local communities. The EEACs are key to the delivery of the EE
Campaign. In 2002 more than 760,000 members of the public contacted
their local EEAC. As many of the delivery mechanisms for energy
efficiency, renewable energy and cleaner transport are local we
believe that the EEAC network should be developed to create a
UK network of local Sustainable Energy Centres.
— The Campaign was developed in partnership with
a range of organisations with an interest in energy efficiency,
including retailers and energy suppliers. This ensures the delivery
of information to the consumer at all relevant opportunities,
including with their fuel bills.
Finally, it must be stressed that information and awareness
raising do not work in isolation, additional policy measures for
example fiscal measures, and the Energy Efficiency Commitment,
are needed to reduce the capital cost of measures and stimulate
consumers to take action.
February 2003
5
Personal comm., Ecofys, Netherlands. Back
6
Rickinson, M. "Learners and learning in environmental education:
a review of the evidence", Environmental Education Research,
7, 3, 207-320 (2001). Back
7
DETR, 2001 Back
8
NOP survey undertaken on behalf of the Climate Change communications
project, 2002. Back
9
Derived from the Energy Efficiency brand tracking study measured
after the main campaign activity in November. Back
10
CREATE, "A Review of Energy Education in UK Schools",
prepared on behalf of EST, July 2002. Back
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