Ipsos MORI, Futerra and IPPR have all carried out extensive UK-based research on behavioural resistances to cutting carbon within individuals’ lifestyles. If GCNS is going to change behaviour, we need to create:

• Information – backed up with plenty of hands-on support
• Social norms – ensuring that carbon reduction is being talked about as a daily topic, and seen to be carried out by everybody
• Low carbon aspirations and desires – businesses have a major role in this
• Niche life stage communications – making sure we understand and then provide the right information and right incentives to the right groups of people
• Ultimate ease of action, with joined-up thinking and non-conflicting messaging. We need to work with local and national businesses and the local council to ensure they provide and market good carbon solutions and downstage ‘tempting’ high carbon alternatives