CORPORATE STRATEGY
Climate change attitudes
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THE MONEY
British people may be willing to adopt a low-carbon lifestyle in the future
– but financial incentives will be a big influence on their choice, according
to a comprehensive new survey into UK attitudes. David Symons reports
L
ast year represented another significant
milestone in the world’s understanding
and response to the impacts of climate
change, culminating in COP15. While
Copenhagen was integral in progressing a deal
‘
People could see benefits from
a low-carbon future, and almost
half of respondents say doing
their bit to tackle climate change
to tackle climate change, the process of mitigat-
ing and adapting to it will, in part, be driven by
the successful collaboration between individu-
als, private businesses and public institutions.
With this in mind, global environmental con-
’
would make them happier
new build homes to be zero carbon, solar
panels on every roof and food miles reduced
sultancy WSP Environment & Energy (WSP), through more readily available locally pro-
in conjunction with the Prince’s Mayday duced food. Nearly half think there will be
Network, has undertaken one of the most com- electric cars for everyone but are less hopeful
prehensive surveys into UK attitudes to a low- about more energy efficient public transport –
carbon future, to ascertain the current mindset only 38% envisage access to high speed rail
in Britain today. Having surveyed 2,097 people, links and only 34% expect to see hydrogen
covering a broad representation of the UK, the buses in a real-life low carbon town in 2020.
research has identified a number of key insights Within the business community, the research
into the public’s understanding and attitudes to revealed that the attitudes of business leaders
climate change, prompting the Energy and must be changed for a low-carbon future to
Climate Change Minister, David Kidney, to happen. While a significant majority of senior
describe it as “a useful piece of research which managers and board directors are aware of
adds to our current insights about people’s lev- The Government must encourage business and where to turn for help when looking to
els of understanding about climate change”.
individual involvement through incentives,
improve the sustainability of their company,
The first major finding was that if given a
according to the survey findings
almost half of company directors and board
positive view of what a low-carbon future members (44%) claim to be too busy
looks like, 74% of respondents would be moti- The research showed that over half (58%) of with customers to improve the sustainability of
vated to help achieve it. The research showed respondents say financial incentives will influ- their organisation.
that people could see real benefits from a low- ence whether they adopt a low-carbon lifestyle. The research indicates that people and busi-
carbon future, and almost half of respondents A similar proportion (56%) say that reducing ness leaders are open to the possibility of
state that doing their bit to tackle climate the cost of implementing energy efficient meas- adopting a low-carbon future, but there are
change through a low-carbon lifestyle would ures will influence them, and 68% also want a important factors holding back change. One of
make them happier. This finding was reinforced tax rebate for energy efficient households. the strongest conclusions is that the
by a significant majority of respondents stating While the results indicate that the public Government must encourage business and
that this lifestyle would not reduce their stan- would be unwilling to pay for a low-carbon individual involvement through financial
dard of living. One in three people believe that future, when questioned on their vision of a contributions and incentives if progress is to be
they would become fitter through walking and low-carbon town in 2020, the research revealed achieved. Without positive action to address
cycling more, and 28% say that their stress lev- a clear contrast as the public expect a significant these concerns there will be no collective
els would be lowered by reducing the number amount of infrastructure to be implemented in collaboration and the obstacles will be far
of unnecessary car journeys they make. the next decade. In ten years’ time, a majority greater in delivering a low-carbon future.
While these results indicate a strong willing- (74%) expect to see energy efficient public
ness to adopt a low-carbon lifestyle in the buildings in their towns, including hospitals David Symons is a director at WSP
future, a key finding of the research was that and schools, and smart meters in homes (66%). Environment & Energy
the biggest driver for change will be money. A majority of those surveyed also expect all > wspenvironmental.com
Sustainable Business ❘ February 2010 31
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