Research shows the majority of people agree that climate action is urgent and important, but few are taking the action required to meaningfully reduce their emissions. This research was commissioned to better understand how communications and marketing can either support or hinder the translation of climate concern into climate action. Findings will be used to inform the Scottish Government’s climate communication plans, policy levers to drive behavioural change, and public engagement on climate change more broadly.

The research examined three target behaviours: installing a heat pump, switching to an electric vehicle (EV), and using public transport more instead of driving. Members of the public took part in a number of online focus groups. They were recruited on the basis they agreed that it is important to take climate action, are willing to take more action than they currently do but had not engaged in one of these three target behaviours, and stated that money or other practical barriers do not prevent them from taking more action.

The aim was to explore how people respond to different types of communication and messages prompting people to take to take the first steps toward larger changes in how they heat their homes and travel.

Key findings

  • Changes in personal circumstances, such as the need to replace a gas boiler or buy a new car, as well as external factors, such as a change in public transport policy, are the primary drivers of action.
  • For both EVs and heat pumps, it is essential to shift the audience’s perception from seeing these as potential future norms to viewing them as part of the current, increasing popular norm.
  • Financial and practical concerns outweigh climate benefits. Communicating about climate benefits works best when mentioned as co-benefits alongside more practical arguments.

Effective messages and messengers

Low baseline awareness and knowledge of heat pumps among many participants highlighted the need for communications to educate the public about the technology. Messages should focus on financial benefits including government grants and running cost savings. However, credibility of messenger is critical due to high levels of cynicism around government grants and the energy sector.

Messaging which updates outdated views is important for building interest in EVs. For example, focusing on the improved range and reduced up-front and running costs of current-generation EVs compared with earlier models and the improved availability of EV charging infrastructure across Scotland. Authentic, everyday framing using real customers as spokespeople and Scottish examples proved particularly effective.

For driving less and using public transport more, attitudes were more entrenched. Participants viewed driving as the norm and usually drove as a default action. Positive communications that take advantage of policy, service or infrastructure improvements can be effective. As is adopting a straightforward, factual tone that avoids over-confident, idealised depictions. Influencers and social media are effectives channels to present relatable, human examples and highlight the benefits of public transport.

The insights in this report are useful for public engagement professionals across government energy providers, transport operators and consumer advice bodies involved in delivering Scotland’s net zero ambitions.

For further information, please read the report.

If you require the report in an alternative format, such as a Word document, please contact info@climatexchange.org.uk or 0131 651 4783.

In 2020 governments, businesses, and citizens around the world have had to respond rapidly and radically to the more immediate global emergency of COVID-19. As the world begins to recover from this emotionally and economically devastating pandemic, questions are arising about how societal views and values may have changed in light of this experience, and what this might mean for how we think and talk about the global climate emergency.

Through a desk review, focus groups and a survey, this research identifies the potential impact the response to the COVID-19 pandemic has had on how the Scottish public understand and respond to climate change messaging and narratives.  This learning can support a green recovery from the pandemic by using language and framing that speaks to people’s values, generates a positive impact on key audiences and encourages the action needed.

Key findings
  • The impact of COVID-19 has widened the narrative around climate change to highlight that: collective action and change are possible, and in recovering from the pandemic, there is the opportunity to introduce further measures to tackle climate change.
  • Although people care about climate change it is not top of mind for most – participants were still engaged with the topic of climate change and recognise its importance, but its significance was relative to the pandemic.
  • A large array of climate change and environment related terminology is in circulation but vocabulary and understanding are limited. 
  • The idea of a green recovery is relevant and important to people in Scotland but as a term it needs to be clearly explained.
  • It is not always clear what the different climate responsibilities are and where they lie.
  • People are looking for a strong, urgent tone, with clear targets and path to follow.
Recommendations

In order to develop further the Scottish Government’s public engagement activity on climate change and to help facilitate support for a ‘green recovery’ from the pandemic, the report makes the following key considerations/ recommendations:

  • Educate and build knowledge around climate change by explaining key terms. To improve clarity of understanding and personal relevance, frame these and illustrate arguments in ways that are relevant to the lives of the different audience groups. 
  • To help create a sense of optimism to motivate action and demonstrate leadership, it is important to present:
    • A clear and concise vision, to help the public understand where everyone needs to get to – the end goal.
    • An accompanying routemap with clear targets, to help people in Scotland better understand the required journey and actions to reach the end goal. Emphasise key targets and how these can be achieved
    • A sense of being “all in this together” and all having a role to play at several levels (including global, Scotland, business, community, personal)
    • The progress made on both climate change and COVID-19 due to collective action
  • Clearly communicate the urgency of tackling climate change, but balanced with presenting climate change as a challenge that can be solved. There is strong support for action at all levels of society and a clear indication that a strong ‘must do’ tone is most appropriate for the topic of climate change.
  • Ensure the source is credible and reputable, but keep language accessible – while it is important that messages originate from a source the audience considers trustworthy, avoiding excessive use of climate-related jargon or other technical language is also required to maximise appeal and understanding.