Bridging the gap between climate concern and climate action

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Messaging which updates outdated views is important for building interest in EVs.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.