I will if you will Towards sustainable consumption About the Sustainable Consumption > Looking Forward, Looking Back: a survey Acknowledgements Roundtable of how more sustainable products have Gillian Thomas been mainstreamed in the past, yielding This report is the concluding work of the Judith Dobbyn lessons for future market Sustainable Consumption Roundtable, jointly Peter Melchett hosted by the National Consumer Council transformation. Emma Noble (NCC) and the Sustainable Development > Communities of interest - and action? A Kevin Morgan Commission (SDC) for 18 months from briefing on the opportunities and Mike Green September 2004 to March 2006. Roberta Sonnino barriers for community-level action, Mike Pearce Funded by the Department for based on ten in-depth interviews with Graeme Trayner Environment, Food and Rural Affairs project leaders. Viki Cooke (Defra) and the Department of Trade and Jo Hillier Industry (DTI), the Roundtable brought Sara Eppel together a small group of leading experts All these reports, and a series of smaller Scott Ghagan in consumer policy, retailing and internal research papers referenced in the Maxine Holdsworth sustainability to advise government on how report, are available from Margaret Adey to create consumer choices that stay www.sd-commission.org.uk or Terence Ilott within environmental limits. www.ncc.org.uk. Sue MacDonald Following this final report, the government Aphrodite Korou Bob Ryder Work of the Roundtable will set out a plan for further action on sustainable consumption. Philip Stamp The Roundtable has conducted its own Jack Frost primary research into a range of possible John Manoochehri solutions and approaches to sustainable Roundtable members Tom Morton consumption. Our work included: Melanie Howard > Ed Mayo (chair): chief executive, NCC Rohit Talwar > A major two-day Consumer Forum, Adrian Monaghan facilitated by Opinion Leader Research, > Alan Knight (chair): head of corporate Paul White with findings reported in Shifting accountability, SABMiller Fred Steward opinions. > Rita Clifton: chair, Interbrand Roger Levett Alex MacGillivray > A seminar for stakeholders in Cardiff, > Tim Jackson: professor of sustainable Hannah Pearce with the participation of Welsh Assembly development, University of Surrey Barfoots of Botley Ltd... Minister for the Environment and Planning, Carwyn Jones. > Jill Johnstone: policy director, NCC ...and many others who contributed their time and perspectives. > Roundtable input into an event on > Sinead Furey: General Consumer Council sustainable consumption with of Northern Ireland Sustainability Scotland Network and SDC > Andrew Lee: director, SDC (campaigns Production in Stirling. director, WWF-UK to Febuary 2006) Editing: Greg Stevenson and Beth Keehn > A General Consumer Council for Northern > Chris Pomfret: senior associate, Design: Greg Stevenson Ireland event – led by Roundtable University of Cambridge Programme for Photography: Cristian Barnett Member Sinéad Furey – on responsible Industry consumption. (www.crisbarnett.com)

> A high-level Business Dialogue event, Printing: Seacourt cleaner design and print (www.seacourt.net) facilitated by Cambridge Programme for Secretariat Industry, with 30 senior managers, retailers > Convener: Joanna Collins and manufacturers from international ISBN: 1 899581 79 0 businesses, exploring the respective roles > Researcher: Paul Steedman May 2006 of consumers, government and business in > Policy assistant: Poppy Maltby (to driving change. November 2005)

> Seeing the Light: a report based on in- > Administrative assistant: Ahmed Khayyam depth interviews with 30 households, (from November 2005) with and without micro-generation, about their awareness of how they use sustainable energy in the home.

> Double Dividend?: a detailed consumption sustainability appraisal of expert nutrition guidelines on diet, and a survey roundtable of the evidence on how schools can offer menus that are both more sustainable and nutritious. a joint initiative from SDC and NCC Contents

i Preface

1 Executive summary

4 Introduction: from a three-planet economy to one

9 One: people – the first corner of the triangle

27 Two: business – the second corner of the triangle 31 > Recommendations for helping business

33 Three: government – the third corner of the triangle 35 > Recommendations for implementing the framework 37 > Recommendations on procurement

39 Four: linking the triangle through a product and lifestyle approach 42 > Recommendations for our homes 45 > Recommendations for the food we eat 47 > Recommendations for getting around 49 > Recommendations on holiday travel

51 Five: show people they are part of something bigger 53 > Recommendations for community-based action

55 Six: the long-term challenges 61 > Recommendations on long-term challenges

62 Conclusion

63 Appendix one: Glossary

64 Appendix two: Consumer forum methodology

65 Appendix three: Business dialogue methodology

66 References and notes Preface: future life

This report is about the good life: the good life that is possible if people, business and government all share responsibility to open the way to new solutions. These drawings are by ordinary people who worked with us in our research. They are a selection of the positive dreams and aspirations people have for their future life and for the well-being of their loved ones. With the right imagination and application, the conditions can be right for all to live a good life and fulfil these aspirations, sometimes in new and smarter ways. And we can do so with the essential bonus of living in ways that are sustainable so that they generate quality of life for all, and for good. This report is dedicated to that opportunity.

i Executive summary

On the key environmental issues of The illustrations we offer to achieve our day, progress depends on enabling this do not solve all the issues of a people to act together. This report sustainable future. But, by opening sets out how a significant shift people’s minds to the impacts of their towards more sustainable lifestyles is actions and demonstrating possible and positive all round. alternatives, they can also help build the space for more mandatory Some of the building blocks are policies to tackle the most already in place, in terms of an difficult issues. extensive evidence base and an existing set of commitments from In our deliberations, we focus government. The key now is to take primarily on the environmental action that enables people to take up dimensions of sustainability, while the more sustainable habits and testing the implications of our choices that they want. recommendations for social justice. In part this is in recognition of the The focus needs to be on creating a complexity of the debate and our supportive framework for collective own limitations. But more progress, rather than exhorting fundamentally, it is because we individuals to go against the grain. This recognise that living within is the approach that we heard time and ecological limits is the non- again in our engagement with negotiable basis for our social and consumers and business – encapsulated economic development. in the notion of ‘I will if you will’. It is possible to make sustainable habits and choices easier to take up, by ‘Living within ecological drawing on insights about consumer limits is the non-negotiable behaviour and using people’s basis for our social and preferences for purchasing shortcuts, economic development.’ and what we call the trend towards ‘choice editing’ (see glossary). People, business and government – We view the challenge of sustainable the three groups at the corners of our consumption as a spectrum. At the ‘triangle of change’ – will play a key near end of this spectrum are part in this. This report looks at each measures that require less in terms of group in turn, and then at policies that intervention and active change. can link them: while no one of the A simple technological intervention – three can lead alone, a co-ordinated a mini wind turbine on the roof, or a approach can create the opportunities big cut in standby power and responsibilities to accelerate requirements for TVs and set-top change. The right policy approach will boxes, for example – could have a focus on positive solutions that work very positive environmental impact. with the grain of people’s aspirations In the centre of the spectrum are rather than against them. And it will more deep-seated changes to habits put consumer lifestyles, and the and routines, like restoring a sense of everyday products and services that seasonality to what we eat, turning people use, centre stage. off lights and opting to walk or cycle

1 in the neighbourhood rather than There is space for Start from where taking the car. At the far end of the spectrum are innovations and change people are measures that allow people to Government can be bolder about Four areas of our lives generate four- change behaviour or aspirations in a driving markets, as there are win-win fifths of our overall impact on the more fundamental way, such as outcomes. A mass of people are environment around us: how we run around air transport. ready and willing to see new policies our homes; the food we eat; how we The purpose of public policy on introduced that will help them change get around; and how we travel on our sustainable consumption should be to their behaviour in the face of climate holidays. The way to connect with enable government, business, and all change and global poverty. But they people’s aspirations in these areas is to of us as individuals to move need the government to set an promote symbolic and effective action progressively along this spectrum, example and make it easier for them that touches their everyday lives. tackling the right issues at the to do the right thing. right points. > Advance practical initiatives such To start this, and improve quality > Set a visible example to the public, as these catalysts for behaviour of life for all and for good, we now by making all central government change: need a step-change forward. The buildings and transport carbon- • giving airlines a clear incentive to government’s sustainable neutral by 2012, and putting a introduce carbon offset on an development framework for the UK priority on changes such as ‘opt-out’ basis to wake people up aims to deliver a ‘strong, healthy and sustainable food and on-site to the impact of flying; just society within global limits’. The renewable energy in public settings challenge is to move to patterns of like schools and hospitals. • making on-site energy generation a consumption that achieve both common sight in new homes and principles at once. The government public buildings, to connect people has already made a commitment to with climate change; ‘set out a plan for further action on sustainable consumption’. On the • rolling out smart meters, to right, we set out our headline findings help people get to grips with and principal recommendations. energy use; This report details practical solutions. • enabling schools to serve balanced, While its recommendations are aimed seasonal, quality food, to get at the UK government, they have an children into good eating habits; eye to the implications for future • giving serious incentives to low- wider development. Rather than a carbon cars. rigid set of rules, we have established a Sustainable Consumption Action We believe that action on all five Framework as a guide for catalysts together would have a government policy. We see that short- powerful cumulative impact on term action can also contribute to individuals, helping to break habits longer-term solutions on more and shape new behaviours. It will also complex issues. In our concluding help to open minds to other more chapter we examine some of these challenging lifestyle changes needed deeper challenges that we face on the in the long term. path to a more sustainable future.

2 Don’t put the Show people Develop the tools burden solely on they’re part of and momentum to green consumers something bigger tackle more Government and business must focus People are willing to change, but difficult issues fairly and squarely on mainstream they need to see others acting There are ways in which sustainability consumers, rather than expecting the around them to feel their efforts are imperatives collide with contemporary heroic minority of green shoppers to worthwhile. Fairness matters. consumer aspirations, particularly shop society’s way out of A combination of incentives, when it comes to foreign travel and unsustainability. Choice editing by community initiatives and local the car culture. With the right manufacturers, retailers and regulators feedback will reassure people that they process, government should not be already has a track record in getting are part of a collective movement scared to engage people and business high-impact products off the shelves that’s making a real difference. in dialogue on thorny issues. and low-impact products onto them – so bring out the responsible consumer in everyone by making > Reward households for careful use > Commit to an ongoing programme sustainable products the norm. of energy and water via taxes and tariffs, and penalise excessive of deliberative fora with the public, consumption. The government’s at a national and regional level, working with media partners to > Collaborate with business Energy Review is an opportunity enable as many people as possible champions to plot ten to enable such incentives on to engage with what they can do to sustainability ‘product roadmaps’ energy use. meet the carbon reduction targets by 2007 for rapid change in > Empower and resource local of 20 per cent by 2010 and 60 per priority high-impact products. This authorities to help people play cent by 2050. could accelerate the switch to: their part in sustainable > Develop a working economic • low-carbon cars; communities. Councils should give street-level feedback on recycling model for HM Treasury that can • low-energy home entertainment; and other achievements, reward track the links between national and those who pledge to adopt income and resource consumption, by 2008. This must be • the next generation of energy- sustainable behaviours, and efficient lighting. support community-level action. underpinned by comprehensive accounts for high-impact resource flows within the UK(1).

3 Introduction: from a three-planet economy to one

We live in a consumer society, with two. Then along come the and sustain growth rates of seven per unprecedented individual comfort, promotions for ice-makers and cent by 2010(5). These are urgent convenience and choice. What we buy beer-chillers. imperatives, but, equally, where will all may come from shops and businesses the natural resources to make the > On average, cars have become that in turn may buy from factories products to fuel such growth come more energy-efficient, but we use and farms. All these supply chains from? Sustainable consumption is not them more(2). Thanks to greater start in the same place – nature. a luxury concept for the rich to worry car-dependence and the uptake of about. It is a necessity for all. The connections between how we higher-emission models, including live and the natural systems of the SUVs, UK CO2 emissions from Our findings, which are upbeat and planet are made opaque by the road transport in 2004 were nine positive, build on what has been complexity of today’s economy. Yet per cent higher than 1990(3). achieved, through the recognition of the simple truth is that if everyone in the wider challenge of ‘sustainable The sustainable development the world consumed at the average development’ in so much of business framework for the UK, agreed by rate we do in the UK, we would need life and government policy. This work government, aims to deliver a better three planets. was set in train by the government’s quality of life within global limits. UK sustainable development strategy, This report is about how we should The challenge of sustainable Securing the future, which establishes look after that end of the supply consumption is about ways of living sustainable consumption and chain to ensure our continued that can achieve both principles. The production as one of four priorities. prosperity – wherever we are. From opportunity we explore is whether we The principles enshrined in this water conservation to climate change, can update our lifestyles, and get strategy for the government, UK- the solutions range from simple to smarter about how to do this. wide, make clear for the first time complex, but a common theme is that sustainable consumption is the collaborative action. We cannot model we need to realise the twin expect business or the government to ‘The simple truth is that if goals of ‘living within environmental do it alone; but they can enable limits’ and ‘ensuring a strong, healthy people to take part. With co- everyone in the world and just society’, underpinned by ordination and a little courage, consumed at the average good governance, sound science and solutions are available. rate we do in the UK, we would need three planets.’ a sustainable economy. Even so, it might be tempting to duck Building on the thinking first set out this issue, taking comfort in in Changing Patterns, alongside work uncertainties in the scientific data or from the Prime Minister’s Strategy simply expecting markets to ensure This has an irreducible international Unit, Securing the Future illustrates the we innovate our way out of trouble. dimension. On current growth rates, government’s increasingly But consumption – a field which Chinese consumer spending will make sophisticated model of behaviour covers not just shopping, but how we the country the world’s second largest change for sustainable consumption(6). use things and how we get around; all market in terms of household (4) Our findings flesh out some practical the ways in which we use the planet’s consumption by 2014 . Over the steps for putting these ideas into resources in our everyday lives – same time horizon, the UN action with consumers. cannot be sidelined. Production-side Millennium Development Goals aim solutions are crucial, but cannot to cut human poverty. The Our findings also build on existing provide the whole answer: Commission for Africa has argued government action relating to the role that significant economic growth is of business and the products they > Products like fridges can be required to lift Africa from poverty. make and sell in achieving sustainable designed to use less energy, but we They set out recommendations to consumption. We have drawn on the quickly start to expect larger ones enable African countries to achieve recommendations of the and it becomes normal to own

4 government’s Advisory Committee Getting to grips with the forces that We also know that consumer goods on Consumer Products and the drive consumer behaviour is and services play a huge variety of Environment, as well as pioneering challenging. But there is already a roles in people’s lives. Some of these sectoral strategies co-ordinated by considerable evidence base on which roles are purely functional. Food both DTI and Defra, including the to build change. Two or three key satisfies a need for subsistence, draft Food Industry Sustainability lessons emerge from that evidence housing for basic protection. But Strategy(7). In turn, we have set base(8). We know, for instance, that material artefacts also have another some future challenges for the there is a considerable gap – the vital purpose. Cars, houses, fashions, new Sustainable Consumption so-called ‘value-action gap’ – between gifts, trophies, photographs: all these and Production Business Task Force. people’s attitudes, which are often goods are called on to play vital pro-environmental, and their symbolic roles in our lives. From everyday behaviours. football matches to weddings, from Consumer behaviour family holidays to dinner parties, Enabling behaviour change is no from the work environment to social trivial task. Our consumption ‘People often find occasions, the ‘evocative power’ of patterns offer a complex, yet telling themselves “locked in” to material goods and services is used to picture of the kind of society we consumption patterns that shape our social world(9). Through have become and of our relationship are unsustainable.’ them we negotiate status, understand to material goods and services. our identity, interact with our family

5 and friends, and even pursue the Our findings increasingly willing to embrace key dreams and aspirations which give our aspects of a smarter, more sustainable We have drawn extensively on this lives meaning. lifestyle, but on one reassurance: that body of knowledge. We have also others, whether your neighbour at It is legitimate to ask, of course, added to it, albeit in a modest way, home or your competitor in business, whether this heavy reliance on through limited primary research with act likewise – the simple idea of ‘I material things for social and consumers and businesses. Our will if you will’(12). psychological ends is a good thing. findings draw from our deliberative In fact, this may turn out to be one analysis of these sources and focus It is government, at all levels, that is of the most important questions of on the policy framework that could best placed to co-ordinate a collective all in our search for sustainable make a difference. approach to change, through an consumption. But the reality is that enabling policy framework. It is worth noting that, while our ‘stuff ’ shapes our lives and we neglect analysis is informed by a UK context, People, business and government that insight at our peril. many recommendations relate to each occupy a corner in a triangle of Another hugely important lesson for policy issues that are devolved. change. No one, or even two groups, sustainable consumption is that, far Because it has been commissioned as can lead on sustainable consumption from being able to exercise free a joint initiative by Defra and the alone. Different corners lead at choice about what to consume and DTI, such recommendations in this different times by doing what they what not to consume, people often report apply to England only. can do best. Until now this has often find themselves ‘locked in’ to However, many of the underlying been accidental. The change might be consumption patterns that are issues – for example, about the space profound if it were co-ordinated. unsustainable. The literature on this is for change, the psychology of choice, very clear and goes a long way to or the evidence of market explaining the value-action gap. transformations – will apply in equal ‘Lock-in’ occurs in part through measures to all four nations. We hope ‘perverse’ incentive structures – this work will be a resource for each economic constraints, institutional of the devolved administrations, as barriers, or inequalities in access that they explore specific strategies actively encourage unsustainable appropriate to their context. behaviours. It also flows from social expectations and cultural norms. Sometimes we act unsustainably ‘People, business and out of sheer habit. Sometimes we government each occupy do so because that’s what everyone a corner in a triangle of (10) else does . change.’ This evidence emphasises the difficulty associated with negotiating sustainable consumption. But it also Our headline assessment is that a highlights the potential for policy to critical mass of citizens and establish new opportunities for businesses is ready and waiting to act sustainable living and to intervene on the challenge of sustainable more creatively to unlock ‘bad habits’ consumption(11). But to act, they need and negotiate new social norms. the confidence that they will not be acting alone, against the grain and to no purpose. One thing we have observed though, is that both the business world and citizens are

6 Figure one: the ‘triangle of change’

Government

The products and services people use, and the infra- structure available, link government with business and people

Business People

7

One: people Ó the first corner of the triangle

Fewer than one in three people have > The arrival of recycling bins on heard of the term ‘sustainable people’s doorsteps helped people development’; and qualitative studies to take ‘environmental’ action. Yet suggest that very few, even of these, recycling can also dominate their can explain what it means(13). So it frame of reference and some makes sense to start from how struggle to think about other ways people understand their own lives, in which they can make a and the connections to the world difference(16). around them. > In a world of information- overload, it is not more ‘It’s scientific jargon, isn’t it? So maybe information campaigns or leaflets you don’t understand exactly what point that are needed(17). they are getting to because it’s not Those at the Forum were able to be highlighted in, like, say, our language Ó frank about the gap between what layman’s terms. You don’t take notice of they felt about the urgency of the it… and I believe in recycling and love challenge and what they felt able to talking over the environment, but… I don’t do as individuals in the current seem to understand what they’re saying.’ context of their lives(18). The barriers Consumer forum participant they cited resonated clearly with those identified by a well-developed body To do so, we used the research of research(19): technique of a structured, deliberative > we are creatures of habit, reluctant Consumer Forum. We commissioned to make changes that challenge our Opinion Leader Research (OLR) to routines; run an event in which over a hundred people, from all walks of life, > we are highly influenced by the deliberated on their aspirations and social norms we see around us; how these fitted with ideas of policies > we often lack access to facilities to encourage more sustainable like doorstep recycling or good consumption. (See appendix two for public transport; more about how this operated.) > we perceive sustainable options to In designing this, and learning from be expensive and niche; it, we also drew on a previous pilot event run by Defra, as well as > we are preoccupied with short- qualitative and quantitative work by term household budgets and, for Brook Lyndhurst, MORI and others low-income consumers, with on public attitudes on the making ends meet on a weekly environment(14). Together these had basis; and confirmed that: > we often do not trust the > People recognise the issues, government bodies and businesses and there are a high proportion that are exhorting or enticing us of people that want to ‘do the to change. right thing’(15).

9 The space for change ‘The environment is at the forefront Together these add up to four-fifths really, at the moment, of people’s of our impact as households on the We were struck by the number of agendas. And it’s the world, isn’t it? If we local and global environment(25).The spontaneous references to don’t look after the world, it won’t be good news is that smart synergies can environmental concerns at our here for the grandchildren or the great- be found in these four areas between Consumer Forum, when people who grandchildren.’ many of our aspirations and more participated took the time to think Consumer forum participant sustainable ways of living. and talk freely about their aspirations in relation to consumer trends(20). These were not often mentions of In looking to the future, many people The right approach the ‘environment’ as a word, per se. at the Forum placed their emphasis Instead, a number of people of all on non-material aspirations. This is ‘I totally agree you need someone to be in ages in each group spoke up about not to downplay the lively interest control… it’s not just about the global warming, food additives, shown by some in powerful cars and government, it’s about us as well… but you pollution, Hurricane Katrina and big houses, especially many younger need a leader and that’s it, that’s the only flooding. Most apparent was a people. But across the whole social way forward really.’ growing sense of insecurity about the spectrum there was a preoccupation Consumer forum participant chaotic impacts of climate change. with wanting to be healthy, safe and secure and to have more time to ‘Somewhere along the line somebody’s invest in good relationships with ‘I remember a pretty hot summer five got to take responsibility, haven’t they? family and friends. years ago when I bought four fans. The And every single person as an individual is next year I had to get air conditioning. According to research, 25 per cent of not going to, ever. Somebody that we What will it be like in ten years time?’ people between the age of 35 and 50 look up to and is supposed to be looking Consumer forum participant from across all social groupings after us, needs to do something, needs to report that they have taken a take control…’ significant reduction in income in Consumer forum participant This finding runs alongside other order to put their family and quality evidence that suggests there is of life first(23). currently political space for more There was a clear appetite among action to make sustainable living a participants at the Consumer Forum reality. In pre-election polling by ‘There is a growing awareness that for government to take action to MORI, in 2005, 28 per cent of voters consumption does not equate to personal make sustainable habits and choices cited ‘the environment’ as an issue happiness.’ easier. But this had to be the right that would be very important to them Deborah Mattinson, Joint CEO, OLR(24) kind of action, for them to be willing in deciding which party to vote for – to support it. The Forum provides additional evidence to illustrate four more than the number mentioning Drawing on the way in which people (21) key guidelines(26). Iraq or Europe . Of course, during described their aspirations and related elections these issues tend to slip to the issues under discussion at the down the campaign agenda, yet Consumer Forum, we have identified 1. Make it fair follow-up polls in September 2005 four areas of our lives that people Fairness matters. People want to revealed that 47 per cent of voters may connect to for action: thought the quality of the ensure that interventions are fair and environment would get worse in the > how we run our homes, not open to abuse by free-riders or manipulation by ‘rich’ people(27). next few years compared to only > the food we eat, 22 per cent who thought it would Interventions are perceived to be fair get better(22). > how we get around, and when the polluter pays in proportion > holiday travel. to their impact, the interests of lower- income groups are safeguarded and no-one is let off the hook.

10 ‘I think it would make you more aware of ‘We don’t like being taxed but… if I knew Fair for all what you were actually throwing away.’ it was going to a good cause, then I’d be Consumer forum participant more willing to part with that money than As participants acknowledged, if I was told that it was an extra 20 quid there is a need for care, to tax on my flight.’ ensure that policies to tackle ‘I would certainly reduce the amount of Consumer forum participant excessive consumption support, waste I had if I knew I was paying between rather than overlook, the 50p and a £1 for a bag.’ interests of low-income groups. Consumer forum participant In fact, the group was accepting of Recent work, for example, has shown that, with careful design, the idea of paying extra to offset the carbon from each flight, even policies to promote water and There was also openness towards the energy efficiency, and discourage insisting that this should be on an idea of banding council tax in line waste, can be progressive, and opt-out rather than an opt-in basis. make low-income households with home energy efficiency ratings, better-off, rather than worse(28). on condition that support is available to help low-income groups make ‘I don’t see the opt-in, I just see there Similarly, with careful design, improvements(29). being a different figure for me to pay sustainable consumption could for my flight… I’d be happy to see that, help poorer groups by giving but I’m not going to make any choice added impetus to investment in ‘I think it’s a good idea in principle as long about it…’ energy-efficient homes; getting as people who can’t afford to insulate healthy, fresh food into all Consumer forum participant their house are given help to insulate it.’ supermarkets, schools and hospitals; and ensuring that the Consumer forum participant 26 per cent of households 2. Help people to act together without access to a car are well Even on the contentious topic of served with alternatives. ‘Well, I don’t mind if we collectively cars, there was support for widening sacrifice, but I don’t want to sacrifice Ó the tax gap between high and low- me and my family Ó when the bloke next emission vehicles in line with the door isn’t.’ ‘polluter pays’ principle. The concept Consumer forum participant of pay-as-you-drive taxation, compared with a flat road tax, split participants on grounds of fairness. When thinking about interventions, Many in the group liked the concept people wanted assurance that they of a direct and fair connection would be acting in collaboration between the amount you drive and the rather than isolation. Among many, amount you pay, but there were also there is a default assumption that real concerns that it would unfairly they would be making an individual impact on less affluent groups. sacrifice for no guaranteed outcome or benefit. Indeed, acting in When it comes to cutting back on isolation is seen as futile and flights, participants judged that counter-productive(30). compulsory rises in ticket prices would be effective but unfair, in the New behaviours, prompted by sense that less affluent consumers interventions, need to become would lose out. However, the concept ‘social norms’ to be truly effective becomes more acceptable if the tax and successful. Interestingly, support were to be assigned in a transparent for paying to deal with carbon manner, and go into making offsetting was on the grounds that improvements and cost reductions in this could become a new social inter-city train services. obligation that people would feel

11 ashamed of ducking. Some even Participants thought a recycling The four ‘E’s suggested that those who ‘opt-out’ lottery would be a fun way of If people are asking for government should be made to sit at the back of creating a buzz around recycling. In to set an example, and to make the plane! Norway, a scheme like this was interventions tangible, fair and the designed by the packing and filling norm, then these challenges industry, to avoid a direct levy, and ‘Would all the opt-out people please go to correspond well to the three ‘E’s – carton recycling has increased from the back row?’ Exemplify, Enable, Encourage – 35 to 68 per cent(35). Consumer forum participant which the government signed up to in its 2005 Sustainable Development Strategy. Helping people make better Thanks, perhaps, to the intervention 4. Win people’s trust choices, the strategy said, requires of Jamie Oliver, there was unanimous Of course, people can be sceptical of more than just persuasion. The task support expressed at the Forum by the motives of government and for government was represented in a parents with school-age children for business. As part of this, some diagram (figure 2)(38). paying more for healthy and people saw fiscal incentives as ‘just sustainable school dinners. The fourth ‘E’ is Engage. As Securing another tax’. Significantly, the Future recognises, engagement is People acknowledge that it does not transparency helps overcome this(36). not just a one-way process of take them long to adjust to new Above all, interventions need to be communicating at people or relying habits, even when they were averse to seen to be motivated by on conventional ‘above-the-line’ change before it happened(31). This environmental concerns, rather than persuasion. It requires a real adjustment effect was also evident raising revenue(37). Likewise, there is a commitment to community action, from the sharp rise in support for the strong perception that business’ deliberative processes and involving congestion charge among Londoners motives are often not ‘pure’ when it people in change on their own terms. after its introduction(32), and the comes to sustainable issues, as in the The distinguishing feature of increased local popularity ratings for case of supermarkets putting a sustainable consumption policy will wind-farms after their construction(33). perceived mark-up on organic foods. be the way in which it engages A dominant theme of the event was honestly and courageously with ‘There should be more things like recycling… that consumers are looking to people to create and retain It was a pain when it happened, but now you government representatives to set an its mandate(39). don’t think about it.’ example and make it real. This is The four ‘E’s are a theoretical Consumer forum participant especially true on the difficult issues framework. The challenge is to put of flying and car use. People wanted them into practice. One practical to see politicians putting their money approach, which is gathering 3. Make it positive and tangible where their mouth is, both in terms momentum internationally, is ‘social of public procurement (investing in Participants liked the idea of being marketing’. There is a strong evidence microgeneration for public buildings able to pay in instalments, through base in relation to health and wider and school meals), and in terms of their bills, for a mini wind turbine to public policy goals(40). The National personal behaviours (flying less and generate electricity for their homes at Consumer Council (NCC) defines driving hybrid cars). the same time as getting the savings social marketing for government as from drawing less from the National ‘a systematic process using marketing Grid. Microgeneration, therefore, ‘What do you think would happen if Tony techniques and approaches to achieve proved to be an appealing prospect, (41) Blair started driving around in a hybrid behavioural goals’ . The starting because it is something very positive vehicle? I think sales of them would go up point for this approach is to identify and tangible that everyone could do 1000 per cent overnight.’ the behaviours that are a priority to in a visible way(34). Consumer forum participant change, or perhaps sustain.

12 Figure two: as attitudes and behaviours change over time, the approach evolves

Enable > Remove barriers > Give information > Provide facilities > Provide viable alternatives > Educate/train/provide skills Catalyse > Provide capacity Encourage Is the package enough to break Engage > Tax system a habit and > Expenditure – grants kickstart change? > Community action > Reward schemes > Co-production > Recognition/social pressure - > Deliberative fora league tables > Personal contacts/enthusiasts > Penalties, fines and enforcement > Media campaigns/opinion formers action > Use networks Exemplify > Leading by example > Achieving consistency in policies

It is easy to become sidelined into priorities and design interventions These are, however, one step back from promoting behaviours that are easy to that segment and target the right precise behaviours and are far from achieve but trivial in terms of people and behaviours. For the definitive. They only prompt the more environmental benefit. Equally, it purpose of illustration only, a detailed, thorough analysis that is needed makes little sense to focus efforts on selection of indicative targets, relating to determine the relative significance behaviours that are worthy and to climate change, are set out here. of potential lifestyle changes. important, but have no chance of taking off in the immediate term across the mainstream. Some forms Learning from health of behaviour bring knock-on benefits. Improving public health, from smoking to diet, all too often means changing For example, people can act in people’s behaviour. Across a number of countries, including the USA, Canada, symbolic ways that bring Australia, New Zealand and the EU, ‘social marketing’ has been used to achieve psychological or social benefits that this, for example by: extend beyond the immediately > being clear about what behaviour could be like and focusing on the right ways to measurable environmental ones. achieve very specific improvements; Whose behaviour it is also matters. > focusing on the right people, by using ‘segmentation’ approaches which go For some, what is needed may be beyond their immediate circumstances to capture what they think and feel behaviour change. For others, such as about issues, what moves and motivates them; people using public transport, it may > taking a long-term approach and using a mix of interventions and ways of be supporting and sustaining existing reaching people; and patterns of behaviours that might > using communication and information only in the context of an overall, co- otherwise be eroded. ordinated marketing mix, rather than in isolation. What matters is what is most effective The evidence is clear that social marketing of this kind can be a practical and for more sustainable outcomes. But, effective approach for achieving behaviour change. above all, there is a need to choose

13 With the right focus on behaviour, and its nature and drivers, the next Top tips: illustrating step is to build an in-depth behaviour change goals understanding of where people are The average person in the UK is starting from. responsible for 9.6 tonnes of CO2 a year. To meet the target of a 20 This points to the importance of per cent cut by 2010, this will designing the right approach, rather need to come down to 7.9 tonnes, than falling back on whatever policy and to meet the 60 per cent lever is in favour at the time. Each of reduction target, this will need to come down to 3.5 tonnes by the components of the four ‘E’s 2050(42). What behaviours could approach has radically different policy begin to address this? implications – for example, around How we run our homes investment (enabling), around 1. Raise the number of people community (engaging) and around switching to all-renewable green fiscal incentives and regulations energy tariffs. (encouraging). 2. Promote key energy-efficient Starting from where people are, and habits, such as the installation of home insulation and prudent choosing the right mix of use of high-efficiency, energy- interventions can make sustainable using household products(43). habits for people easier to achieve The food we eat and more attractive to do. 3. Cut down on excess meat and dairy produce. 4. Increase the consumption of more in-season produce. How we get around 5. Raise the market share of cars that are B or above on new energy ratings(44). 6. Increase the percentage of commuters that work from home, car-share or opt for cycling, the bus or train(45). Holiday travel 7. Stabilise and then increase the number of people choosing to holiday in Britain, rather than overseas. 8. Raise the number of people offsetting carbon emissions(46).

14 Can people lead change as consumers?

‘I want to see the day when consumers can expect that environmental responsibility is as fundamental to the products they buy as health and safety is now...’(47) Tony Blair

The things people buy – products fashion designers, the ‘Red’ label and services (raising global funds to tackle AIDS, championed by entertainers), through It must be true that, as shoppers, we to a range of imaginative ‘how to have more options than ever before. make the world a better place’ books If we selected every item in a typical and columns in the media. This is 20 large superstore, we would have up to years on from the pioneering book, 26,000 different products in our The Green Consumer by John Elkington shopping trolley(48). So, because we and Julia Hailes. can’t weigh up the pros and cons of every one, it is natural that we use Even so, this remains, on balance, a decision-making shortcuts: price, minority activity. But it would be branding, promotions, shelf position wrong to conclude that people’s and packaging. For most, these concerns don’t matter to them. The shortcuts form the basis of a truth is that the complexity of shopping routine that does not easily information required to make a accommodate wider concerns(49). judgement on product sustainability can leave even the most dedicated First, the shortcuts are telling green consumer confused and shoppers that today’s green products disempowered(50). Our concern is, are a luxury (or risk, depending on then, how sustainable lifestyles can be the branding) and for the few, not the taken up, perhaps in new ways, by the many. Also, when people act as mainstream of society. shoppers, they expect some issues to have been dealt with. They may not At the Consumer Forum, people be aware that government and reported feeling confused by a retailers are delegating to them much proliferation of logos and their lack of the responsibility of choosing of consistency. While some pointed society’s way out of unsustainability. to the success of labels like ‘dolphin- As a result, people’s concerns as friendly tuna’, most believed that cost citizens often do not get reflected in and convenience would generally their choices on the shop floor. trump them. Of course, there has long been a welcome minority of ethical ‘If people are driven by convenience and consumers, taking up opportunities cost, they won’t give a damn about a from local food to responsible pretty logo on a piece of chicken or a logo investment and banking. They are on a fish and chip shop, it wouldn’t mean attracting growing attention, from anything to them.’ celebrity endorsement of low-carbon Consumer forum participant cars, the use of organic cotton by

15 ‘The only problem is you can have so many say that their food comes from Simpler sustainability labels on the products that it gets so supermarkets, not farms and not confusing for the people that are buying Choice editing for sustainability is from soil. There is nothing wrong about shifting the field of choice things… and all they do is they put the with this, except that it is harder for for mainstream consumers: cutting price up.’ people to see the link between a out unnecessarily damaging Consumer forum participant healthy natural environment and the products and getting real food they eat when the food comes sustainable choices on the shelves. In the context of high consumer So who leads? pre-made in a plastic bag. We are not concern, but low levels of action, arguing that society should return to a the idea of integrating the most The solution could be the trend more basic lifestyle. What we are compelling issues of sustainable towards what we call ‘choice editing’. arguing is that the lead for ensuring development through choice From the magazines we read, the environmental stewardship must lie editing makes sense. Consumers radio stations we listen to or the benefit from the assurance that higher up in the supply chain. shops we visit, consumers look to the issues they care about are considered, rather than facing the others to organise the choices that Looking back at consumer choices demand that they grapple with they face. As the psychologist Aric those complexities themselves. Sigman puts it: ‘Choice is beneficial To test such an assumption, the up to a point. But limitations, Sustainable Consumption Roundtable restrictions and boundaries can have a decided to list some consumer strangely liberating effect.’(51) products where there had been a So, in relation to the threat to fish distinct shift towards a more stocks, for instance, the consensus at sustainable supply chain. All the the Consumer Forum was that products listed were significant in endangered species like cod should be market terms in their own right but removed from sale entirely until they are also now made and supplied in a have recovered. This echoed the way that embraces at least some of findings of a MORI poll on behalf of the principles of a ‘one-planet the NCC in 2005 in which 74 per economy’. A panel reviewed the cent of people surveyed agreed that available evidence on the history of ‘if fish like cod are endangered they the development of 19 products and should not be available to buy’. identified as far as possible what the principal driving forces were that led to the innovation and, more ‘If you go to a fish shop, there’s a whole importantly, what link in the value range of fish and if there’s no cod, you chain was creating those driving can’t buy cod. End of story really.’ forces. Although it is difficult to Consumer Forum participant establish exact causal links from the case study data, our analysis does The long and complex evolution of identify some significant patterns. moving away from being a hunting, The summary for each is set out in gathering, farming society to a fast- the table on the next three pages. moving consumer goods society has After it, we set out our broad resulted in rapid development, conclusions, illustrated with two flourishing economies and better life case studies(52). expectancy. However, it has separated people from the natural processes that underpin their lives. Some might

16 Learning from success

How we run our homes Product story and market share Key drivers

Forest Stewardship Council (FSC) wood The FSC launched in 1993 with a forest Retailer leadership by B&Q, committing certification and labelling scheme. Now to edit out non-sustainable wood, 12 years old, the total global market has creating the market for the FSC as a reached $5bn of which the UK new sustainable certification. Little constitutes approximately a third of the consumer pressure, but no perceived demand. consumer compromise needed on price or performance.

Volatile Organic Compounds (VOC) in In five years to 2003 there has been an Mainstreamed in industry through retailer paint estimated 21 per cent reduction in leadership followed by voluntary industry harmful VOC content of paint. The EU agreement. Little consumer awareness, market share of water-based paints has but no perceived consumer compromise risen to 70 per cent. needed on price or performance.

Ozone depleting chemicals Ozone-damaging CFCs had been phased International legislation aided by out in EU by 1995, five years after the availability of alternative technology Montreal Protocol. Further choice editing (HCFCs) and industry-NGO initiatives by now needed as HCFCs are a potent Unilever, Coca-Cola and Greenpeace on greenhouse gas. ice cream and drinks refrigerators.

A-rated cold appliances Market share of A-rated models increased Labelling alone had limited effect, but from one per cent to 76 per cent in five enabled the key drivers which were EU years to 2005. The least efficient new legislation to raise minimum standard, fridge freezer on sale today consumes price incentives via EEC, and choice only half as much energy as the least editing by retailers. Consumers were efficient products on the market eight happy to adopt A-rated appliances as years ago. However, demand for second they were offered at cost parity by fridges has risen so that total energy familiar brands. consumption only reduced by 2.2 per cent(53) over the same period.

A-rated washing machines The market share of A-rated machines Labelling alone had limited effect, but rose from 0 to 85 per cent in seven years enabled the key drivers which were a to 2005. manufacturer agreement to raise minimum standard, price incentives via EEC, and choice editing by retailers. Consumers were happy to adopt as they were offered at cost parity by familiar brands.

A-rated dishwashers Market share of A-rated dishwashers rose Labelling alone had limited effect, but from 0 per cent to 74 per cent in seven enabled the key drivers which were a years to 2005. Around one in four UK manufacturer agreement to raise households have a dishwasher, relatively minimum standard, price incentives via low compared to the rest of Europe. EEC, and choice editing by retailers. Consumers were happy to adopt as they were offered at cost parity by familiar brands.

17 How we run our homes Product story and market share Key drivers

Condensing boilers Moved from 16 per cent of the market to Announcement in 2003 that from 2005 95 per cent in two years from 2003. Building Regulations would mandate Space heating and hot water represent minimum B-rating (86 per cent 80 per cent of domestic carbon efficiency) for new and replacement emissions. 1.3m new boilers are replaced boilers. This effectively banned all every year with boilers lasting on models other than condensing boilers. average ten to 14 years. Low consumer awareness, but no perceived disadvantage.

Recycled paper The proportion of recycled content in Newspaper recycled content driven by an newspaper increased from under 30 per industry-led initiative without the need cent in 1990 to over 75 per cent in 2004. for high consumer awareness. More widely, consumer demand for Barrier: for recycling paper generally recycled products remains low due to the marketing mix is less attractive to higher price, poor availability, and consumers than alternatives because of perception of poor quality. price and quality.

Washing powder Tablet powders have been calculated to Promotion by manufacturers on reduce packaging by 26 per cent and convenience. reduce both detergent consumption and use of low degradable materials. Tablets and liquid tablets now account for around 40 per cent of the UK market.

Lightweight packaging Packaging was the first priority waste EU legislative pressure. stream to be legislated at EU level and there are business cost savings from lightweight packaging. But consumer preference for convenience still drives higher levels of packaging Ó one retailer reports that 45 per cent of vegetables are now sold as pre-packaged.

Double glazing Double-glazing started to take off during Promotion and marketing by the 1970s fuel crisis. It has become manufacturers, with many perceived mainstream despite the fact that it is consumer benefits, such as noise not generally cost-effective on energy insulation, warmth, energy saving, and savings alone, due to secondary benefits security. including easier maintenance, higher security and noise insulation, and improvement to property values.

Limited transformation: Low energy light bulbs, such as Compact Barrier: Low consumer demand because Energy-saving light bulbs Fluorescent Lightbulbs (CFLs) have been CFLs perceived to offer poorer design on the market since the early 1980s but and performance at much higher upfront at current levels of uptake their market cost than tungsten bulbs. Unless cheap share is only predicted to be around 13 tungsten bulbs are phased out, per cent by 2020. manufacturers will perceive little market for low-energy lighting and will not invest in innovation to improve design.

18 The food we eat Product story and market share Key drivers

Free range eggs Four out of ten eggs sold in shops are Combination of perceived consumer now either free range or barn eggs. benefits Ó freshness, taste, animal However, there is still a large market for welfare that overcome price premium. cheaper battery eggs, particularly those destined for use in other foods or catering.

‘Dolphin friendly’ tuna In 1988, a campaigner filmed horrifying NGOs built awareness on an emotional images of hundreds of dolphins dying in issue. Solutions offered involved no tuna purse nets, sparking a tuna boycott quality or price compromise for that spread rapidly from the US to other consumers. countries including the UK. Over 90 per cent of tuna sold is now classified ‘Dolphin Safe’.

Fairtrade coffee In the UK, the proportion of Fairtrade Marketing mix is equal to competition market (roast and ground coffee) is now and the price differential is within the around 20 per cent of the market, up price norm. from 14 per cent in 2002.

Limited transformation: While successful in terms of high growth Labelling has enabled the development Organics in recent years, this is from a low base. of a niche market willing to pay premium Organic products had a market share of for perceived higher quality. only 1.2 per cent in 2004 and around 56 per cent of organic food is imported from Barrier: mainstream consumers do not abroad. yet perceive benefits to merit price premium. Marketed as niche luxury product.

How we get around

Unleaded petrol Unleaded petrol was introduced into the Early legislation in US stimulated UK in 1986 and leaded petrol was phased innovation on lead removal. out over 14 years, being banned finally in EU and UK legislation, introduced in 2000. Industry objections over costs of conjunction with fuel duty incentives, change imposed significant delay on this drove phase-out of leaded petrol by phase-out. Fiscal support, making 2000. Cost and performance parity unleaded cheaper, won consumer support means no perceived disadvantage despite some early concerns about car to consumers. performance.

Catalytic converters All new cars sold in the UK from 1993 EU legislation, implemented in UK in had catalytic converters, eliminating 1993. harmful carbon monoxide, nitrogen oxides and volatile organic compound emissions. Initial concerns from some consumers about car performance disappeared, given the benefits to health, so the technology has proved uncontroversial.

19 ‘Choice editing’ in detail: energy- product labelling within the Energy Where consumers have led: free efficient fridges and freezers Saving Trust’s Energy Saving range eggs Recommended Scheme, UK sales of A combination of product policy The size of the UK free range egg A+ and A++ products accounted for measures, and ‘choice editing’ by market has grown from around seven only three per cent of sales during the retailers, has helped to make a per cent in 1987 to 30 per cent in six months to December 2005, significant shift in the market towards 2005 (40 per cent of retail sales). compared to 18 per cent of sales in more efficient fridges and freezers. Consumer choice has led the change Belgium and the Netherlands. There Mandatory A-G labelling was because of the health scare of is a challenge now to reinvigorate the introduced by the EU in 1995, but A- salmonella, the perception of better pace of improvement in the UK rated models still remained stuck taste and public concerns about market(55). This is particularly below three per cent market share animal welfare. The price premium is important given that demand for until a European regulation removed modest. Legislation has helped. From second fridges has cancelled out anything rated below C in 1999. Then 2004, EU legislation has made it much of the efficiency gain to date, in 2001, thanks to price incentives compulsory for eggs to be labelled so that, while average unit energy from energy suppliers under the according to method of production(57). consumption went down 16.2 per Energy Efficiency Commitment However, lack of consumer cent from 1996-2005, total energy (EEC), the market share of A-rated transparency in the catering sector consumption by fridge-freezers only fridge freezers leapt from ten to 70 means that demand for eggs from reduced by 2.2 per cent(56). per cent within three years. A caged hens remains over 50 per cent. virtuous circle has ensued in which Choice editing by caterers or retailers have only wanted to stock regulators would be needed to drive higher-rated appliances and further market transformation. manufacturers have responded to demand by raising performance further and instigating a voluntary Figure three: market share of A-rated cold appliances agreement which cut out C-rated (1996-2005) fridges in 2004(54). Comet, for example, made a policy decision not 100% Industry agreement to stock products below a C. cuts out C-rated fridges (D and 90% EU regulation removes From the consumer perspective, E-rated chest fridges below C-rating freezers) (chest freezers below E) choice editing held no disadvantages, 80% Fridge as A-rated products were offered by freezers (76%) all their favourite brands at normal 70% prices and improved performance. EEC price support From the edited range, the customer 60% introduced in 2001 could choose their favourite model Fridges (50%) using the criteria they have always 50% Upright used – price, quality, looks and utility. 40% freezers A-G energy (43%) Now there may be a case for further rating choice editing to grow the market for 30% introduced new A+ and A++ models, which are in 1995 20% Chest 23 per cent and 46 per cent more freezers (13%) efficient respectively than A-rated 10% products. Despite the opportunity under EEC for energy suppliers to 0% promote A+ and A++ models, and 1996-7 1997-8 1998-9 1999-0 2000-1 2001-2 2002-3 2003-4 2004-5

20 Lessons learned from Looking forward, looking back

The mainstreaming of more the most energy-efficient this has generally been confined to sustainable products, whether green dishwashers, fridges and washing food-related issues that align with or more socially beneficial, is already machines, even when it pointed to people’s emotional concerns for taking place in some market sectors, savings on running costs. personal health and animal welfare. and has growing consumer Inefficient machines were still the External events like non- acceptance. So the simplistic norm in the shops, and they were governmental organisation (NGO) statement that the consumer is not cheaper. But when labelling was campaigns, a food scare or a interested is no longer valid. combined with action on the part climate-related event, can suddenly of regulators, retailers and cause background concerns to be However, from our work on Looking manufacturers, rapid efficiency manifested in consumer behaviour forward, looking back, we would focus gains meant even the least efficient change. Businesses that move in on eight observations: new fridge freezer on sale today anticipation of this type of 1. There is not enough evidence that consumes only half as much external influence, and sudden green consumers on their own are energy as the least efficient consumer awareness, can become able to change mainstream product products on the market eight market leaders. years ago. markets. These consumers may, in Interestingly, nearly all the products some cases, have played a role as 4. Labelling of performance ratings covered in the case studies have had early adopters, but the translation from A-G is a key enabler for their critics. ‘Single issue’ products are to the mainstream depends on a choice editing, but does not by criticised for ignoring wider issues. number of other factors. itself drive significant market Even products attempting to address 2. The crucial requirement is for the transformation. wider issues are challenged over the inevitable trade-offs that sustainability product to perform up to the 5. Early announcement of legislation requires. Success means finding the expectation of the relevant market. to set minimum standards drives a right ways to manage dialogue and The successful products studied virtuous cycle of rapid innovation debate, without it spilling over into were largely not sold on a green or and further choice editing by damaging criticism. ethical platform, unless they retailers and manufacturers. appealed strongly to the emotions, as in the case of dolphin-friendly 6. Voluntary industry initiatives are an tuna. People do not eat important ingredient. In the case of Government as ‘choice editor’ dishwashers and washing machines, sustainability, or drive it. They eat The general observations above make manufacturers averted regulation by food and drive cars, and product it clear that, if more sustainable negotiating to remove models rated performance has to be the primary products are to be mainstreamed, they D or below voluntarily. But focus of marketing, even for need to be a close equivalent to the voluntary industry initiatives rarely sustainable products. If the norm in price, quality or availability. play a leadership role. marketing mix and price are within Where the market is not able to the expected norms of the 7. Fiscal incentives only work if they achieve this product parity relevant market then any ‘good’ close the price gap for more spontaneously, then government attributes like sustainability sustainable products or create intervention is needed. The conclusion suddenly become attractive to significant tax rebates for their use. for government is that there is a broad the consumer. Incremental VAT reductions on range of regulatory options available products like CFLs and to make more sustainable products the 3. Choice editing for quality and insulation do not by themselves accepted norm. sustainability by regulators, create demand. retailers and manufacturers has Standards can be set to phase out the been the critical driver in the 8. Where a sustainability issue worst performing products, as in the majority of cases. Providing acquires emotional resonance, case of EU legislation on fridge- information failed to get more consumers can lead some degree freezers, or the 2005 UK Building than a minority of people buying of market transformation. To date, Regulations on minimum boiler

21 standards. But regulation needs to be not be presented with a two-tier As we have shown, however, choice signalled clearly in advance, over system of sustainable and editing for sustainability is not just the timescales that correspond to unsustainable products – they should responsibility of business. business design and investment cycles. be free to choose the door or shelf Government has a responsibility to Timing is critical, as is working with they liked best, secure in the act as choice editors on behalf of forward-thinking businesses. And knowledge that risk to rainforests has citizens, who often struggle to having the confidence at times not to been ‘edited out’ by the retailer. understand what issues of concern be influenced by the entire sector is mean for their shopping routines. In a similar way the multinational, important. This clearly supports the Unilever, joined forces with WWF to logic of having a dedicated product set up the Marine Stewardship ‘A lot of businesses respond to purchasing body tasked with developing clear Council (MSC), an independent body behaviour rather than offer customers road maps for rapid product change. to certify sustainable fisheries. The something better… Business needs to be Such action can also drive innovation, impetus was the need to secure long- brave Ó to go out speculatively and push by setting performance criteria term supply of fish and this could technology that makes sustainable beyond the reach of today’s products. only be guaranteed if the fisheries development economically viable. But California’s zero-emission vehicles concerned became sustainable. After a government needs to help businesses to be mandate unleashed serious investment slow start, the MSC has now certified brave Ó by incentivising and supporting in hybrid and hydrogen vehicles for a number of key fisheries. This will innovation.’ the first time. It signalled 13 years in enable consumer recognition of the Patrick Burrows, Tesco plc advance that by 2003 zero-emission MSC logo to be built and, hopefully, vehicles should comprise ten per cent this will become part of their choice of all new car sales (sales of hybrids criteria. Retailers’ ‘choice editing’ by The work of the Advisory Committee can offset this obligation). only stocking sustainable fish would on Consumer Products and the significantly speed this up. It is worth remembering the lesson Environment (ACCPE) from 1970s Japan, where tight fuel Retailers are not the only choice These observations connect with the efficiency standards drove Japanese editors. Big-brand manufacturers can findings of ACCPE. In three reports innovation and their subsequent take- shift their product portfolio towards published from 2000 to 2003, over of the global car market. It is sustainability if they see a supply-side summarised in their last report in clear that choice editing by saving, or a new market stimulated by 2005, ACCPE made some important government for sustainability growing public concerns or created by observations: represents a big innovation policy or public procurement. opportunity for UK business. Our Companies consider hundreds of > Given that sustainability is made up strengths in R&D and skilled innovation opportunities a year and of many different environmental manufacture means we are well-placed filter these before they are launched. and social issues, and that the to benefit from demand for a new Relative sustainability should be one range of products available in the generation of hi-tech, lean and clean of these filters. market are so very different, we products, like low-carbon vehicles and have to accept that a simple There are 200-plus models of microgeneration. strategy for a catch-all eco-labelling domestic appliance and a retailer may system will also be problematic. stock only 20. Since they make this Business as ‘choice editor’ choice for their consumers, they will > Labels have driven change, but want to stock the best – so why only when they are designed In 1995 the DIY store B&Q – owned shouldn’t those 20 be A-rated specifically for a small number of by Kingfisher – set a target for all the appliances? The John Lewis key issues closely associated with timber it sold to be certified Partnership has, for instance, as a that product. Forests, for example, sustainable by the Forest Stewardship matter of company policy, made this are clearly linked to wooden garden Council (FSC) by 1999. The idea was choice where a sufficient range of benches so a bespoke label that consumers at B&Q stores should A-rated models is available. connecting forest harvesting with a

22 garden bench works (the FSC); a ACCPE concluded its work in 2005 case with fish; imminently as the label that links fish harvesting with with the headline recommendation growing awareness of climate change fish meals is logical; while a graded that the government establish a develops further; or still some time energy label on energy-consuming products body dedicated to working away. However, the impetus for goods like fridges and freezers is with the entire value chain for key market change is often outside the logical. The design and governance products to get a framework in place control of business or government. systems behind these three to drive environmental improvements. External events, like food scares or examples are fundamentally In December 2005, Defra published abnormal weather may come at the different but have been designed to for consultation a proposal to most unexpected times and seriously create a system that works for that establish a government ‘sustainable change attitudes. value chain. This further reinforces products unit’. We would support this Products which anticipate these the flaws in any catch-all generic proposal on the condition that this potential changes will be the leaders schemes, and could explain the unit is given a clear mandate to of tomorrow, and companies who continued failure of the EU develop roadmaps for rapid change in prioritise these will increase their Ecolabel Scheme to find appeal in priority products – in consultation chances of long-term success the market place. with businesses that have and survival. demonstrated best practice – and The other important hunch that negotiate their implementation Too often we hear ‘we cannot do this ACCPE had, that our work now through standard-setting and other because consumers do not ask for it’. supports with evidence, is that while a measures at UK and EU level. But the consumer did not ask for the label may be seen as a consumer iPod. Inspired marketers recognise communication, the real user is the the signs, or insights, translate these retailer and the manufacturer. If you ‘Regulatory frameworks can be very into anticipated future behaviour and shop at B&Q you do not have to valuable. An interesting model is provided then launch products, branded, to distinguish between wood products by Siemens seizing brand advantage by meet these anticipated needs. Or, on the grounds of sustainability. marketing the fact that their Fujitsu technological advances are made Consumers can focus on the laptop is a year ahead of impending EU and then sold in a way that creates a aesthetics and price of a shelf or regulation on hazardous substances. ‘want’. We appeal to business to door, safe in the knowledge that all They can do this in the knowledge that do more of this, but in more wood products are FSC-certified. It is regulation is coming along to back sustainable ways. the buyers at B&Q who specify FSC, them up.’ on behalf of all B&Q consumers. Often, the climate for change can be Dominique Gangneux, Deloitte & Touche, accelerated by civil society and These insights led ACCPE to develop Business Dialogue campaigners. But we have also shown their ‘Tool Box Approach’. They that successful products are rarely sold recognised that different products on either a ‘do-good’ platform or on a had different sets of impacts and that The role of the consumer and negative platform. Advertising and it often takes bespoke tools to drive marketing promotion can play a vital role, as we change. Defra’s Market Transformation saw with detergent tablets or perhaps Programme builds on this principle Of course, if sustainable products are with the Toyota Prius, by ensuring that and, while under-resourced, is a good to become the norm, consumers have the consumer sees the product as equal starting point for the more proactive to back them up. The examples above to or better than the competition. The product policy approach that is now are precedents where consumer sustainability benefit then becomes a needed. Labelling, as described above, behaviour has changed and where secondary but still important selling is only one of the possible tools that more responsible products are proposition. However, the bottom line ACCPE recommended: legislation, tax beginning to flourish. is that it will rarely be the ‘unique’ advantages and retail Sustainability considerations will selling proposition. procurement policies were judged impact on all markets at some time in equally important. the future. This may be now, as is the

23 Product roadmapping Environment Direct ‘Product roadmaps’ represent a policy Our conclusions on the potential role approach for addressing high-impact of choice editors have implications products. Looking forward over for the new government-backed timescales that businesses and people consumer information service, can respond to, the main elements of Environment Direct, to be launched this will be: in late 2006. The Roundtable believes that this service could play four 1. understanding the issues and range constructive roles (in declining order of possible solutions of importance): 2. clear deadlines for achieving the 1. Choice editing: if it lives up to the desired level of transformation ambition of its conception, and 3. labelling products as a basis for publicises independent, bold and incentives and standard-setting credible advice on product 4. robust incentives tied to product sustainability, this will help sustainability galvanise companies into more active choice editing. 5. supportive public procurement specifications 2. Market research: it can demonstrate to government and business that a 6. raising the bar through progressive significant section of people are regulation. actively interested in the issues(60).

3. Connections: by being interactive, One example could be for homes. giving feedback on outcomes, and Reducing VAT on loft insulation, for uniting many disparate actions into instance, will not itself prompt people a more coherent ‘army’ of to go out looking for it. Linking consumers, Environment Direct property taxes, like stamp duty or could also make people feel their council tax, to A-G home energy actions are more worthwhile ratings would, however, transform the and part of the bigger picture – market for energy-saving measures alleviating the ‘lonely burden and microgeneration. of choice’.

When it comes to products like cars, 4. Converting interest into action: it can the evidence shows that we need to give clear and credible guidance move beyond applying labels from A- that may help some people take G, important first step though this action, especially among more was. As MORI told the Department affluent individuals who have both for Transport (DfT), ‘Environmental high levels of environmental performance is not paramount in car concern and high impacts(61). buyers’ minds when choosing a car - However, as we have argued, the and this is a barrier to the potential evidence shows that information is impact of introducing the labels in rarely sufficient to overcome (59) showrooms.’ As we saw when barriers of price, convenience, looking back on transformation in the habits and norms. white goods market, labelling starts working when it is the basis for real incentives and standard-setting.

24

Two: Business Ó the second corner of the triangle

Products and services will play a needed to create change, rather than central part in the creation of a a list of reasons why change was single-planet economy, but the impossible. evidence suggests that, historically, These participants saw government to the green consumer has not been the have three critical roles: tipping point in driving green innovation. It follows, therefore, that 1. Engaging in genuine partnership business, as providers of those with those businesses who want to products and services, must have a move the agenda forward (as critical role. opposed to working through a negotiated compromise position On the one hand, this is clearly a with the entire sector). responsibility for individual businesses. Supermarkets are 2. Providing future market certainty important ‘gatekeepers’ of what via fiscal and regulatory frameworks. consumers spend and arguably, they Companies that invest early in better are, therefore, associated with a major standards, without proof of proportion of the UK’s consumption commercial advantage, need to impacts. What responsibility should know that policy levers will be used supermarkets have as companies, for to eliminate any competitive moving this to a sustainable level? advantage for peers that persist in unsustainable practices. On the other hand, the constraints of competitive markets mean that it is 3. As a procurer practising what it often difficult for companies to act preached. If industry and alone, outside of a business case for commercial firms are being asked sustainability. So, it is likely that to cut carbon then public sector government has an important buildings and car fleets should be enabling role to play, in using policy one step ahead, and public sector levers to create the business case for procurement should give a market all companies to deliver more to progressive firms by specifying sustainable products. high standards. Through a Business Dialogue event, The underlying theme is once again: convened on the Roundtable’s behalf ‘I will if you will’. Businesses want to by the University of Cambridge act, but cannot do so in isolation, Programme for Industry, more than without the support of a business 30 senior managers from retailers and case. They need a policy framework big-brand manufacturers gave their to create that business case, and give views about the way forward for others reason to follow. sustainable products. It is important These business leaders called for to acknowledge that the individuals cross-party consensus on key issues we spoke to held positions which like climate change, to give business meant they were natural enthusiasts more confidence that targets and for this agenda. As a result, their policies will not be at the mercy of suggestions were focused on what party politics and electoral cycles. would make their own goals easier to Sustainable consumption represents a achieve within their own big innovation opportunity for UK organisations and help overcome the entrepreneurs and manufacturers. natural resistance other senior But they cannot create the market managers may have to this agenda. on their own. We wanted insights into what was

27 ‘Business will tend to lead where they see The new corporate social a business case, but the government has responsibility The new corporate an opportunity to take a major leadership responsibility A company with a good corporate role and establish the frameworks from social responsibility (CSR) A corporate responsibility approach which all else flows.’ that demonstrated a company’s programme has, we can assume, commitment to sustainable Ian Blythe, Boots Group plc processes to manage and report on consumption would include: the social and environmental impacts • explanation of how the principle of Certainty about future market of its operations. Improvements are sustainable consumption is shaping frameworks clearly being made but the gap their business strategy; between ‘good CSR’ and sustainable • a focus on the company’s products, Above all, the businesses that are through an environmental and social prepared to make strategic consumption is intuitively large and, analysis of their key lifecycle impacts; more importantly, unknown. How investments in low-carbon services, or • proactive engagement with introduce other aspects of many CSR reports, for example, look government and NGOs in developing a public policy framework that sustainability into products, need at how the company’s product range supports the principles of a single- creates a business case for more more certainty about future markets. sustainable products; planet economy? Given clear goals over defined time- • a research and development frames, business can start planning What we need to avoid is a strategy that focused on beating the and also create a competitive edge. perception that a good track record competition at product sustainability Ó in terms of supply Competitors will then be obliged to on CSR matches the requirements of chains and product use Ó alongside follow and markets would be sustainability when there has been no other consumer priorities; transformed. Once again, this evidence gathered to support such a • designing features that help reinforces the potential role of a perception. A company can have a consumers use their product or government-sponsored product body. good CSR record, but this does not service in a more sustainable way Ó such as economy wash options on What our studies have shown, mean that its operations and products washing machines, and zero energy however, is the potential value of are sustainable, nor that sustainability standby function on TVs; shaping policies and supporting is embedded into the company’s • a serious and intelligent justification frameworks around the products that culture and decision-making. Core to for any products offered that have business supplies rather than the this is moving beyond an internal the potential to drive consumption practices in highly unsustainable business operation itself (as was the frame of reference, coupled with an directions (for example, patio- case with catalytic converters and engagement with key stakeholders, to heaters and domestic air energy-efficient white goods). For accept responsibility for the impact conditioning units); example, regulation on solvent of the products and services it sells to • marketing strategies that would emissions from a paint factory’s consumers(62). appeal to people’s values and ethics, and a broader sense of well-being, chimney would not be necessary if and avoid creating new unnecessary there were a market incentive to sell and unsustainable wants or playing ‘Businesses can make the customer much only water-based paint. on insecurities; more aware of environmental issues to do • partnerships with innovative with products. Stores should be seen as a enterprises developing more place for discussion, where employees sustainable products or service proactively talk to customers about approaches; and sustainability. Point-of-sale material should • partnership enterprises with NGOs and policy-makers, where business have simple, interesting messages so expertise and skills can be married customers feel engaged and encouraged to with the skills of the others to bring find out more information.’ benefit to all parties, as in the Scott Keiller, Starbucks Coffee Company case of the MSC venture. (UK) Ltd.

28 Why business could get serious about sustainable consumption

Roundtable members with senior Unless businesses move now to Building and protecting brand value business experience were compelled diversify into resource-light products also requires attention to people’s by a hypothetical scenario: they were and services, supply chains will background concerns as citizens, even offered the chance to inspire the become unreliable, reducing if they do not often bring these to board of a FTSE 100 company to profitability long before they actually the shops(63). Corporate-level branding embed sustainable consumption into collapse, and others will seize the aims to encourage consumers to buy the heart of their business strategy. opportunity missed and fill the into a set of values identified with the vacuum with innovative and creative company, reassuring them that once The individuals recognised that the solutions that eliminate the problem. they are in the store, they can rest best place to start would not be a assured that anything that they put long report but a short, hard-hitting It is also often said of sustainability into their trolleys has been produced presentation to the main board of that it is something that is expensive to a standard in line with these values. that business. It would not talk about and unaffordable, or that the costs are When it turns out those citizenship the challenges facing the planet, but passed on to the consumer. Again, in standards have not been met – be it the risks to, and opportunities for, many cases, this is a myth. If sweat-shop labour, or ‘slash and burn’ their business plan. sustainability in supply chains means agriculture, or dolphins in tuna nets – reduction of inputs such as energy, Such a presentation was produced the consumer feels cheated and water or materials, then it is clear that and tested at the business dialogue affronted by the revelation. They feel significant cost savings are to be had. described above. While there were duped into having bought something The same logic can apply to the use considerable challenges in writing a that was not what it purported to be. of video conferencing to reduce air standard ‘off the shelf ’ presentation travel, or the use of local materials to for all the FTSE 100 companies, there reduce transport costs and, therefore, 3. Operate efficiently within was a consensus that if the rationale material miles. regulatory boundaries for a sustainable consumption case was presented, it would highlight Environmental regulation is risks and opportunities which can 2. Building brand value by meeting increasing on an EU and international be summarised into six key and exceeding customer level. As the evidence strengthens business objectives: expectations behind the need for urgent action, in particular, on climate change Awareness of what concerns people governments will be under pressure 1. Continuously improving as citizens can help companies to raise their regulatory game. shareholder value identify innovation opportunities and stay ahead, and therefore avoid being Being proactive about government To grow a business, suppliers and vulnerable to brand attacks. We have priorities gives businesses the infrastructure must also grow, or be demonstrated that it is a mistake to opportunity to influence the policy discontinued. Reliance on assume that consumers do not want agenda, and ensure it is designed to unsustainable supply chains is a risk, sustainable products because they are promote business certainty and but one that tends to be consigned to not asking for them. Consumers can opportunities for innovation. We the unpredictable medium to long- only choose what exists today; they talked earlier about the benefits of term. But many of these risks are can only express desires on the basis partnerships, of codes of practice here now, or are imminent: fish of today’s goods. McDonald’s failure and road maps developed jointly supply, climate change and energy to anticipate changes in consumer with governments and other consumption, water shortage in many attitudes about health and local interested parties. countries and regions, the finite limit culture has weakened the company. of many raw materials. Businesses reacting early should gain, not lose, competitive advantage.

29 4. Enthuse investors with a long- > businesses that understand the term strategy that ensures broader principles of sustainable profitability development, and recognise the business case for action but not Anticipating or initiating shifts in the unique contribution the resource availability, regulatory consumption angle brings. They are frameworks and consumer demand at various stages of including the creates huge opportunities for business. principles of sustainability into their In emerging markets resource scarcity processes, policies and cultures; is particularly pertinent. > those businesses that recognise the growing challenge of 5. Build pride and satisfaction into environmental and social the workforce and attraction for responsibilities. These businesses future employees may be addressing this through As awareness of the issues emerging CSR departments and surrounding the over-use of policies, but their CSR programme resources, of global climate change is shaping communication more and poverty grow, it is essential for than strategy; and companies to respond. If not, then > those businesses that do not their values will become distant from recognise the business case for employees, and potential employees, CSR, let alone for sustainable sapping morale and efficiency. development. There are a number of actions that 6. Responsible behaviour government could take to support Even if there is no compelling business opportunities around commercial reason for responsible sustainable consumption. and sustainable behaviour, there is a It is essential that an initiative is put in moral obligation for business to play place to start some systematic its full role in helping society to meet education about the issue, the business its aspirations, without endangering case and the opportunity. After all, we the aspirations of the disadvantaged know that businesses will only act if or future generations. In other words, they know that others will, so we have sustainability should be embedded in to reach as many as possible. Defra the culture, philosophy and values of and the DTI should convene a small the business if it is to be seen as team to make contact with the boards ethical and responsible. of the FTSE 100 and, where possible, other business events, where access to Helping business get serious small and medium-size enterprises As we see it, businesses fall into one could be gained(64). of four categories: > those that understand the principles of sustainable consumption and are embedding those principles into their business plans, culture and values;

30 Recommendations for helping business

Business should engage with government to make innovation work for sustainable consumption, not against: the Sustainable Consumption and Production Business Task Force should take the lead in establishing a partnership 1. approach between government and business to address the issue of high-impact emerging products, like domestic air conditioning. Agreement should be reached by the end of 2006 on how energy-use data on pre-commercial products can be made available to the proposed sustainable products unit, to enable them to advise government on appropriate pre-emptive measures to manage the potential impact on climate change targets.

The DTI should champion policies that can promote new markets for low-carbon, material-light goods and 2. services. These should include product roadmaps and should ensure that sustainable consumption objectives are fully embedded in all government strategies towards business, with application to sponsorship, science and technology, innovation and skills.

The DTI should use its Horizon Scanning Programme to identify at an early stage new products that could 3. undermine sustainable consumption goals. The department should withhold innovation and science funding from such proposals and direct it to more sustainable innovation.

The DTI should undertake a gap analysis of how the FTSE 250 CSR reports correspond to the challenge of 4. sustainable consumption, and issue a clear challenge to the FTSE 250 to improve voluntary reporting along these lines by 2010.

31

Three: government Ó the third corner of the triangle

What government can do In the centre of the spectrum are The purpose of public policy on more deep-seated changes to habits sustainable consumption should be to A Sustainable Consumption Action and routines, like restoring a sense of enable government, business, and all Framework is a guide to policy, rather seasonality to what we eat, turning off of us as individuals to move than a rigid set of rules. It recognises lights and opting to walk or cycle in progressively along this spectrum. the complexity, as well as the the neighbourhood rather than taking Tackling the more intractable issues possibility, of behaviour change. the car. Even in this middle ground, at the difficult end may require a It also views the sustainable supportive policies and investments deep-rooted shift in societal values, consumption challenge as a spectrum. are essential in order to encourage, but even here government can At the near end of this spectrum are enable, and engage people in the effect change through its policies measures that require very little in the required changes. And it is critical and practice. way of changing people’s aspirations. that government sets an example. A simple technological intervention – The Sustainable Consumption Action At the far end of the spectrum are a mini wind turbine on the roof, or a Framework is based on five elements: innovations and measures that require big cut in standby power requirements people to change their behaviours 1. Use the mandate for action for TVs and set-top boxes, for significantly, and perhaps even to find example – could have a very positive 2. Focus on behaviour new ways of expressing their environmental impact. Such a change underlying aspirations. Persuading 3. Put products and services at the would require changes in the market people to drive less (particularly over centre and changes in business practices. But short journeys) or, worse still, to fly with appropriate ‘choice editing’ it 4. Build collective action less, is going to be difficult to achieve; demands very little in the way of but should be considered both 5. Widen the mandate. active change from people. possible and essential.

Figure four: the spectrum

Opening up space and support to Government move all three groups along the line

Actions not involving major lifestyle changes, Actions that require major changes in the but that have a big impact on sustainability way we meet our needs and aspirations

Business People

33 1. Use the mandate for action 3. Put products and services at At present, there is a fragmented the centre response by government to the Without a mandate, government can challenge of sustainable lifestyles. A do little to help people change their Collaborative partnerships between range of bodies and initiatives are behaviour. But now, from the business and government hold the charged by Defra with encouraging evidence we presented earlier, people key to making sustainable products behaviour change, including the do appear ready and willing to see and services the norm in our lives. Energy Savings Trust, Consumer new policies introduced that will help This means harnessing enterprise, Council for Water, Waste and them change their behaviour in the rather than shackling it. The key to Resources Action Programme face of challenges such as climate achieving this is for policy-makers to (WRAP), the Environment Agency change and global poverty. They are set long-term sustainability and Defra’s own Climate Change looking to government to make it ‘product roadmaps’ for key products Communications programme. There easier for them to do the right thing. and services. is also the welcome new advice Having a mandate is not, of course, a service, Environment Direct. blank cheque. There are limits. And as 4. Build collective action we argued earlier, people are most likely to support interventions that In a consumer society and a market are seen to be fair, that prompt a economy, the role of government is collective response and create new to facilitate collective responses to norms, and that are positive and collective problems that cannot be tangible. Equally, if you don’t use a solved by individual choice. mandate for action, you lose it. Sustainable consumption falls squarely in this camp. It is extremely hard for any one individual or 2. Focus on behaviour business to deviate widely from the collective norms. Only the minority The goal for policy action is to enable that seek to define their identity people to live sustainable lifestyles. around sustainability will do so. There is therefore a need to identify, So we will need to move together. and set priorities around, the behaviours that need to be encouraged or sustained. 5. Widen the mandate This does not mean that the emphasis These are practical steps. As they for policy action is about waiting for a progress, there will be a need to lead from ordinary people. But any deepen the change and foster a policy action needs to be rooted in an mandate for further action through understanding and awareness of appropriate pauses for reflection. consumer behaviour. To bring the After all, there are many tensions, issues of sustainable consumption trade-offs and dilemmas at the heart alive, for example, people need to see of a complex challenge such as symbolic, effective solutions in their sustainable consumption. The right everyday lives. Some actions act as process can help to acknowledge catalysts – creating a deeper these, to bring them out into the commitment to sustainability than the open and sometimes resolve them, action itself. The effects of these allowing society as a whole to move interventions ripple outwards by further along the spectrum of change opening people’s minds to ways of required for a sustainable future. doing things differently.

34 Recommendations for implementing the framework

Defra should review whether resources currently spent on sustainable lifestyles in a fragmented way could be 1. better co-ordinated to achieve more effective strategic direction to the sustainable behaviour change agenda(65). Quality and success, in terms of behaviour change, might appear at present to be variable. We recommend that they would be better co-ordinated within a framework of a government social marketing strategy designed to promote key behaviour change goals.

As part of this, government should set a limited number of priorities for promoting lifestyle changes. 2. We encourage a new focus on food and diet (responsible for a third of consumption impacts on climate) and on the need to find positive ways to reduce the impact of meat and dairy products. Action on these, and other priorities, could be taken forward through ‘delivery coalitions’ of non-profit organisations, consumer groups and business.

To harness the scope for choice editing in relation to these, government should collaborate with the new Sustainable Consumption and Production Business Task Force, and other business champions, to plot ten ‘product 3. roadmaps’ by 2008 for rapid change in priority high-impact products. Road maps for mainstreaming low-carbon cars, energy-efficient lighting, low carbon domestic cooling systems, consumer electronics with low standby consumption, and more sustainable fish, are all possible examples that could be developed.

We therefore support the Defra proposal for a Sustainable Products Unit, on condition that this unit is given a clear mandate to develop roadmaps for rapid change in priority products Ó in consultation with businesses that 4. have demonstrated best practice Ó and negotiate their implementation through standard-setting and other measures at UK and EU level.

As a practical way to advance these recommendations, we propose that a dedicated Sustainable Consumption Directorate is established in Defra, with resources appropriate to the challenge of this departmental priority, and 5. with the support of a cross-departmental group (modelled on the Sustainable Energy Policy Network(66)) to take forward the objectives of the Sustainable Consumption Action Plan from 2006/07.

The DTI should formally review, by mid 2007, the potential positive and negative contribution of consumer and competition policy to the objectives of sustainable consumption. The DTI oversees a framework of consumer and 6. competition policy, including advice, advocacy and enforcement that will be critical in enabling more sustainable patterns of consumption.

The Better Regulation Commission should review by the end of 2007 the evidence on the role of well-designed regulation as a cost-effective tool to raise product sustainability standards and help achieve the government’s 7. sustainable development targets. This work could usefully be done in partnership with the Sustainable Development Commission (SDC). The Better Regulation Commission should also consider how assessments of regulatory burdens could better evaluate the contribution of regulation to making sustainable behaviour easier for consumers.

The government should advocate an ambitious EU action plan on sustainable consumption, with a focus on product standards best introduced at an EU level. Priority should also be given to sharing evidence and good 8. practice with EU and other international partners, for example, through the Swedish-led Sustainable Lifestyles Task Force. International grant programmes should consider incorporating sustainable consumption as a cross- cutting objective.

35 Setting an example

‘I mean, at the end of the day, they’re the The Sustainable Procurement biggest landlord in the country, aren’t Taskforce, led by Sir Neville Simms, they? So if they want change to happen, will report in Spring 2006. The role you start with the biggest person, not the of the public sector procurement smallest person.’ spend of £125 billion in driving Consumer forum participant innovation will be an important focus. As Jack Frost, Director of Johnson Transforming government Matthey Fuel Cells and Chair of the procurement is essential, not only Environment Innovation Advisory because of the current scale of its Group has argued, public procurers environmental impacts, but also – and could do more to help unblock even more importantly – as a investment in innovative sustainable powerful, symbolic and highly visible technologies. By issuing procurement signal of changing norms. calls committing the government to purchasing only products that meet The government has acknowledged stringent standards – if they can be the power of public procurement to delivered below a specified cost transform markets, in setting up the threshold and by a specified date - business-led Sustainable Procurement the risk can be shared between Task Force. However, less political manufacturer and buyer. attention is currently given to making sure that public procurers at all levels make sustainable consumption visible in people’s everyday lives through schools, hospitals, council facilities (67) and government vehicle fleets . Sustainable procurement is an issue of credibility and trust. It is also about making sustainable consumption front-of-mind for people in the settings in which they lead their daily lives, pointing to solutions.

‘There is no substitute for ‘walking the talk’ Ó government has a significant opportunity as a major procurer to embed sustainable procurement into its supply chain. And this is just one of many areas where leading by example will influence learning and behaviours.’ Ian Blythe, Boots Group plc.

36 Recommendations on procurement

All direct impacts of central government, notably buildings and transport, should be carbon neutral by 2012. 1. Global bank HSBC and media company Sky have both committed to making their operations carbon neutral. The government should adopt a broader vision of a carbon neutral public sector by 2015, with a commitment to year- on-year progress towards this.

The government should adopt a strategic set of procurement priorities to make sustainable consumption visible to 2. the public in all public sector buildings and transport, as part of the goal to make the UK a leader on sustainable procurement by 2009. We recommend that the government commits to delivering on the following procurement targets by 2009:

(68) a. All public sector bodies to have over 25 per cent of their car fleet at 125g C02/km emissions or below . b. An ambitious programme for public sector procurement of micro-renewables, with a focus on schools, drawing from a dedicated fund additional to the Low Carbon Building Programme.

c. A clear shift in public sector catering, especially in schools and hospitals, towards an emphasis on less meat-intensive diets maximising the use of fresh, seasonal fruit and vegetables and promoting more sustainable fish species.

37

Four: linking the triangle through a product and lifestyle approach

In the four areas of our lives we have The way we run The latest research tells us that our focused on in our research – how we use of energy for heating and run our homes; the food we eat; how our homes powering lights and appliances in our we get around; and holiday travel – homes is responsible for 27 per cent The homes we live in have a big (70) most of our behaviours are routine, influence on our sense of identity and of our climate change impact . rather than a matter for much active how we look out on the world. One However, it has proved difficult to thought. The evidence base on engage people in taking up energy- fascinating finding of some in-depth (71) consumer behaviour suggests that, household interviews we conducted efficiency measures . often, we will need to have our was the impact that moving into ‘eco- As a result, the government has unconscious routines shaken up housing’ had on people with no revised down its hopes for carbon before we can see the value in previous awareness of how their savings from household energy forming new ones. actions at home affected the efficiency over the next five years by The best way to do this is to drop environment or their bills(69). nearly one million tonnes of carbon. new tangible solutions into people’s Part of the problem, perhaps, has daily lives, catalysts that will send ‘We felt it was better to work with the been the failure to understand that ripples, get them talking, sweep them house than against it. Because it was a energy is not necessarily a household up into a new set of social norms, low-energy house we were really careful term. If so, talking to people about and open up the possibility of wider with the lights, bought A-rated appliances energy efficiency could be unhelpful. changes in outlook and behaviour. and became frantic recyclers. We were On pages 40-48 we look at practical really excited about it, we thought it was ‘Of course I know that it’s “energy”… they catalysts for each of these four areas, going to be a whole new way of living.’ promote themselves as energy suppliers, and recommendations for Teenage couple, C2D, Craven Arms but in my heart that is not the term I use government to take positive action. Ó it’s gas and electricity Ó if that…’ People at our Consumer forum saw Female, AB, 30s, London their homes as a place in which they Energy is an invisible magic in our could take control of their impacts homes. Our research for Seeing the and make a real difference to the Light has shown that microgeneration environment. However, it is clear that has the power to make energy visible. most people find it hard to picture Feedback from the Consumer forum how they use energy in the homes, also suggested that microgeneration and do not make a natural connection can have the power to motivate and with climate change. engage people. Making energy generation part and parcel of people’s

‘Electricity? Well it comes from that little homes and schools may hold the key meter. It comes straight in here. I have no to empowering and engaging energy idea where it comes in from before that. consumers for the first time. If so, I’ve never thought about it.’ we cannot afford to leave Female, 30s, C2D, London microgeneration at the margins of the UK’s climate change programme.

‘Oh yes, climate change. That’s about the In considering the costs and benefits weather changing. I’ve heard about that… of particular measures, this example yeah, it’s an issue Ó you don’t know what shows that the government should to put on in the morning.’ attach more weight to its potential to Female, London engage and motivate people in relation to wider goals regarding sustainable behaviour change.

39 ‘I tell people all the time that I generate What happens if, alongside such The concept of personal carbon my own electricity... I love it... I think it’s sustainable offerings, new products credits, in which people are allocated fascinating.’ emerge that accelerate environmental an equitable share of carbon emission Male, N. Lancashire, with mini-wind loss. Emerging products, such as low- rights, is receiving growing attention turbine cost domestic air conditioning, threaten as a mechanism for addressing these to undermine the hard-won energy challenges(74). Year on year, in line with Positive incentives matched with savings delivered by the government’s climate change targets, the credits (73) penalties for excessive consumption climate change programme . allocated would decline, in order to achieve the desired carbon What happens with the money that Householders will be most easily reduction at least cost. Those with consumers save from some convinced that they are not acting below-average use of electricity, sustainable products? The ‘rebound alone if inducements to sustainable heating and car fuel would be able to effect’ describes how money saved, behaviour are noticeable in daily life. sell their surplus credits to the for example, on energy bills from Reducing VAT on insulation has not market where they could be bought insulating your loft, may be spent in proved an effective incentive, for at a rising price by more ways that cancel out the instance, because the question of profligate users. whether or not to buy insulation is environmental gains. not on the decision-making radar in the first place. Linking environmental behaviours to local, property or vehicle taxation levels, by contrast, Practical catalyst 1: micro generation puts them firmly on the radar. Climate change leadership by this government is not yet being felt where it matters: in everyday lives. The challenge is to raise people’s use of energy in the home from Inducements can involve positive the subconscious to the conscious, and enable them to feel part of the climate incentives or penalties. Positive change solution. incentive schemes are attractive Our qualitative research, Seeing the Light, with 29 households and three schools, propositions if they can be funded. explores what impact micro-generation technologies like solar water heating, mini wind turbines and air source heat pumps had on attitudes to energy use. It is clear from in- But penalties for excessive depth interviews and observations that home energy generation rarely leaves families consumption can also be seen as unchanged in their outlook and behaviour. As the researchers say: ‘It seems that micro- progressive, in that they safeguard generation provides a tangible hook to engage householders emotionally with the issue of basic needs and only kick in to target energy use… Householders described the sheer pleasure of creation and of self- sufficiency: “It’s like growing your own vegetables.’’’ wasteful behaviours. The basis of The most striking finding is the energy consciousness shown by those households that charging for water and energy use have moved into social housing with micro-generation, compared to that of mainstream and waste disposal could be householders from similar socio-economic groups. affordable fixed rates up to a A teenage couple, who moved into social housing fitted with solar water heating in specified threshold (taking into Shropshire, have since chosen to buy A-rated appliances and investigate the account household size) with steeply environmental credentials of washable nappies. rising charges thereafter(72). An elderly widow with a new air source heat pump in Kirklees is experimenting with different settings on her heating control panel to see how she can enjoy warmth at minimum cost: ‘I didn’t realise before that it was the immersion heater running away with the money. It’s made me more aware of where power is being used in my house.’ Locking in the gains However, it is clear that it is not sufficient to install the technologies and leave What happens if products and householders to make of them what they will. The greatest effects have been felt in households that were introduced to their micro-generators from the start and given clear services become more sustainable, explanations of how they can be used to advantage. A similar lesson can be learned from but people simply buy or use them schools: the catalytic role of micro-generation comes to the fore only if it is used actively more? The overall impact on as a teaching tool and absorbed into wider school life and learning. resources could increase.

40 At our Consumer forum, people were accepting of the concept in principle, Practical catalyst 2: smart meters and feedback but had many concerns about practicalities of implementation, and ‘Yeah, clearly we’re all going to have to adjust, but I think I’d like to have a carbon whether the system would impact on meter, have a kind of meter in the house so that you can actually become aware of how much you are using. Because we don’t know, do we?’ the vulnerable. Consumer forum participant A substantial research effort involving pilot schemes is needed Pay-as-you-go Keypad Meters were introduced by Northern Ireland Electricity in 2000 to replace the Powercard meter that operated using prepayment tokens. Inspiration was before personal carbon credits can be taken from the popularity of ‘Pay as you go’ mobile phones. In December 2005, the utility considered as a solution to climate introduced an additional tariff option for existing pay-as-you-go users that provides change. However, this radical concept incentives for switching energy consumption to discounted off-peak times through the needs to be looked upon as a real introduction of a higher-cost tariff at the high peak period between 4pm and 7pm. This helps reduce demand on the dirtiest power stations, which come on-stream at peak time. possibility for the medium term, as a Keypad meters have proved highly popular, with demand coming from customers not way to lock in the gains of product previously on prepayment. They have already been taken up by one in four consumers in efficiency, and create the right Northern Ireland. Importantly, they appear to be having a catalytic effect in terms of incentive framework for real and energy awareness. Recent research has indicated that, thanks to the instant display rapid progress towards a low- feature which gives real-time feedback on energy use, customers have made (on average) consumption savings of 3.5 per cent. Energywatch suggest that smart meters could help carbon economy. to reduce consumption by as much as 15 per cent(75). Energy regulator, Alistair Buchanan of Ofgem commented in March 2006 that ‘meters have become hot news because energy prices are up 70 per cent in the year, and clearly consumers will be interested if they can save costs by having a meter on their kitchen wall.’(76) The Design Council’s innovative work on real-time feedback systems demonstrates how smart metering can also be ‘sexy’(77). In Norway, householders get energy bills complete with bar graphs demonstrating how their energy use that quarter has compared with their use in previous years. A review of the evidence on this and other schemes has demonstrated average energy use reductions of five to ten per cent(78). In the UK, focus groups have indicated that on-bill feedback could similarly prompt energy use reductions(79).

41 Recommendations for our homes

The Office of the Deputy Prime Minister (ODPM), with the DTI, should set a 2020 target for roll-out of microgeneration across new and existing homes. We recommend that the following measures be taken to build on the government’s 1. (80) forthcoming Microgeneration Strategy :

a. A microgeneration commitment on energy suppliers to install microgeneration technologies on their customers’ properties alongside the Energy Efficiency Commitment, helping to create a viable market for these technologies in the domestic retrofit sector through greater energy services provision.

b. A revised Planning Policy Statement 22 that places a clear duty on local authorities to put in place planning policies that require the installation of at least ten per cent on-site renewables in large new developments.

c. A strengthened Code for Sustainable Buildings with carbon savings over building regulations 2005 of ten, 25, 40 and 60 per cent for Levels 1 to 4(81), with Code Level 5 requiring zero carbon emissions. Level 3 should be required for all new homes receiving government funding.

d. A dedicated fund for public sector procurement of microgeneration.

Work by the Energy Saving Trust (EST), supported by positive feedback from our Consumer forum, shows that incentives to energy-efficiency operate most effectively for householders at the ‘whole house’ level rather than in relation to specific energy-saving products.

HM Treasury, Defra and the ODPM should review the potential for rebates on council tax and stamp duty land tax to reward more sustainable households, and give a real incentive for investment in energy and water efficiency 2. measures. The current Lyons Review of local government finance and structures, due for completion in time for the Comprehensive Spending Review 2007, offers an opportunity to explore how local authorities can have more discretion over such measures.

We support the introduction of one-off Council Tax rebates for households that install energy-efficiency measures, as piloted by Braintree Council and identified in the HM Treasury/Defra Energy Efficiency Innovation Review(82). EST 3. estimates that eight per cent of eligible households would take up this offer, saving 9.8 million tonnes carbon over the lifetime of the measures(83). Post-2010 council tax re-valuation would enable a revenue-neutral banding approach to be introduced in all areas based on A-G ratings in Home Condition Reports, a measure which was supported by participants at our Consumer forum, on condition that support would be made available to low- income households to make necessary improvements.

Improved householder feedback about actual consumption appears to be a very cost-effective way to tackle energy demand.

Legislation should be introduced to enable Ofgem to implement a national meter replacement programme by 4. 2012, to ensure that all households can benefit from smart meters that will enable them to monitor and manage their energy use. Smart meters should be capable of displaying real-time consumption, of monitoring exported electricity from microgeneration and of being read remotely. As a starting point they should be required for all meter replacements and in all new connections. This should be implemented within the framework of the government’s Energy Review and the Energy End-Use Efficiency and Energy Services Directive.

42 The government should work with Ofgem, Ofreg and energy suppliers to pilot different forms of enhanced billing feedback on energy use in 2006 and build successful models into implementation of the Energy End-Use Efficiency 5. (84) and Energy Services Directive via a new code of practice for energy suppliers from 2007 .

The current structure of the energy market, based on competitiveness, actively works against innovative pricing mechanisms that would encourage demand reduction.

In the context of the Energy Review, we recommend that the government align Ofgem’s primary duty with the four goals of energy policy: to cut carbon emissions; maintain the reliability of energy supplies; promote competitive 6. markets; and ensure that every home is adequately and affordably heated. A fundamental re-examination of the structures of the energy market should then be undertaken, including the role of Ofgem and the potential of tariffs, pricing or graduated taxes in achieving carbon reductions.

We support the introduction of a requirement for universal water metering by companies in areas under water stress(85). Most of southern and eastern England has been identified by the Environment Agency as being under 7. water stress. Water use is very hard to influence without water metering, to enable people to monitor and be charged for what they use. Once metering is in place, tariffs must include a built-in allowance to protect vulnerable consumer groups.

As part of wider work on waste and resources, Defra should conduct a feasibility study into the potential of a 8. national Recycling Lottery to promote new forms of recycling, as recommended by the NCC, drawing on the evidence of incentive schemes supported at a local level.

43 The food we eat

We are perhaps more aware than ever ‘And I think I don’t know enough about before that what we eat plays a crucial when things are in season because I’m so Practical catalyst 3: healthy role in influencing our health and used to it all year around; I don’t know and sustainable menus in capacity to enjoy life. We are less when strawberries come.’ schools and hospitals aware of the critical impact it can Consumer forum participant Our eating patterns, of course, are no have on the well-being of the planet. less habitual than our use of energy. Food is the average household’s How do we influence current trends of However, others were frank about eating too much meat, or habits of number one impact on climate their penchant for, or reliance on, buying strawberries in December? change: responsible for nearly a third convenience. We can start by getting into more (31 per cent) of our climate impact(86). sustainable habits in the first place. The example set by meals served in schools and hospitals will have a ripple But this is not a bad news story. ‘You want to do your shopping in an hour effect on what parents, pupils and The evidence is clear that sustainable Ó you don’t want to spend 20 minutes in consumption and better nutrition can, patients assume is a healthy diet for ten different shops that are half a themselves at home. and should, go hand-in-hand(87). mile apart…’ Thanks to the spotlight shone by Jamie Seasonal produce, extensively- Consumer forum participant Oliver’s Feed Me Better campaign, farmed meat in lower quantities, and parents everywhere are now calling for a shift away from over-exploited school meals to set a better example white fish to sustainably-harvested Given the market share of the for children and get them used to a more healthy diet(90). The agenda of oily species, are all changes that are supermarkets, it is reasonable to school meal reform is a crucial desirable from a nutritional and explore what more they can do to opportunity to get upcoming sustainability perspective. ‘edit out’ unnecessary food miles, generations used to the pattern of the packaging and waste, and to prioritise seasons and healthy alternatives to eating cheap meat twice or three There are surely few more enjoyable more seasonal produce. It may be that and effective ways of responding to times a day. So far it is not clear that steps can also be taken, whether at the opportunity will be taken. climate change than by reconnecting the local level through planning, or A narrow focus on nutrients alone risks our national diet to the flow of national level through the work of neglect of the wider synergies with climate change and local agriculture seasons. According to the Institute for competition authorities, to ensure that Grocery Distribution, two-thirds of that can flow from a shift towards supermarkets give people of all more fresh, sustainably-farmed fruit consumers (and higher across ‘middle socio-economic groups access to and vegetables. England’) report being positive about Defra needs to work more closely with (88) healthy and sustainable food that is buying seasonal foods . also affordable. the Department for Education and Skills, the Department of Health and It was evident at our Consumer It is not just local supply that would the Audit Commission to give local forum that seasonal, local and organic reap dividends for carbon reduction. authorities, schools and hospitals food is becoming increasingly topical confidence that they will not be The disappearance of local shops, penalised for serving up seasonal, and understood. Taking time to buy and their replacement with centrally- sustainable, quality menus rather than and prepare quality food for family located supermarkets, is an important resorting to low-cost options. and friends is a growing hobby for climate change issue too. It is worth In schools, the ripple effect of school many people. This is partly due to the noting that the combined greenhouse meals should be reinforced by a charismatic influence of celebrity parallel educational programme. gas emissions of the nation’s weekly It will pay huge dividends for health chefs like Rick Stein, Jamie Oliver, supermarket shop are equivalent to and sustainability if cooking classes Hugh Fearnley-Whittingstall and the impacts from road freighting food are viewed as an essential life-skill for Nigel Slater. (89) all, alongside IT. Evidence from 1,600 in the UK . schools participating in the Garden Organic for Schools project shows that getting children to grow their own vegetables can make the job of getting them interested in eating greens a lot easier(91).

44 Recommendations for the food we eat

We recommend that the Department for Education and Skills (DfES) should give the new School Food Trust a clear 1. mandate to help schools familiarise children with more nutritious and sustainable diets. Cooking and nutrition lessons should be incorporated into the curriculum as a life skills tool. The DfES Growing Schools programme should be given a dedicated fund to support schools in disadvantaged areas seeking to develop vegetable gardens or make farm visits, to reflect the importance of the ‘outdoor classroom’ experience in getting children more interested in food origins and quality.

Defra, in partnership with the DfES and the Department of Health (DoH), should further develop and agree with the Audit Commission authoritative guidance for public procurers on how they can give due weighting to sustainability 2. criteria in all public sector catering contracts. Building on the work of the Public Sector Food Procurement Initiative(92), procurers should be encouraged to use available powers to specify extensively-reared meat and dairy products, seasonal fresh produce, and fish certified as sustainable by the MSC. Although EU rules discourage specification of local or fair trade produce, procurers should be supported in developing such supply relationships for key food items.

Defra and the DoH should give a mandate to the Food Standards Agency to integrate advice to the public on food in relation to nutritional and sustainability objectives. This will require close attention to the underlying evidence base, 3. but we expect it to highlight: a. advice on fish consumption that points people towards more nutritious and well-managed species, with an emphasis on fisheries recognised as sustainable by the MSC, and away from species the MSC identifies as over-exploited.

b. the value of moving away from meat-intensive diets to those based more around moderate consumption of local, extensively-reared meat, and a greater intake of fruit and vegetables.

Defra should work to reduce the climate impacts of meat and dairy, by working with retailers, public procurers and the UK livestock sector to develop roadmaps by 2007 for a transition to a more localised supply chain of extensively- 4. farmed meat and dairy products. The department should also promote the use of a diverse range of cuts of meat to cut down on waste.

Defra should fund public-facing initiatives to increase seasonal consumption and familiarise people with lesser known meat cuts and well-managed fish species, in the context of wider work on social marketing. These initiatives should be 5. in partnership with UK farmers, retailers, celebrity chefs and NGOs. The campaign will build on the efforts of the Sustainable Farming and Food Implementation Group to reconnect people with the origins of food, and should be underpinned by negotiated commitments from public procurers and retailers Ó as part of the Food Industry Sustainability Strategy Ó to promote sustainable and seasonal produce.

45 Getting around

At the Consumer forum, there were We were able to conclude that the spontaneous references to the concept of shifting taxation away Practical catalyst 4: environmental impact of cars, and the from car ownership and onto car use hybrid cars need for cleaner, ‘greener’ ways of in a transparent way can command When the Toyota Prius won Car of the getting around. People talked about support. However, when it comes to Year at the 2005 Paris and Detroit the need for more accessible, more taxation of fuel, vehicles and road motor shows, it became a new must- have. As our Consumer forum made reliable public transport and even use, people are often sceptical of the clear, car ownership is, for many highlighted the advantages of walking motives of policy-makers: they see people, a symbol of status and and cycling more. taxes as revenue-raisers rather than identity, an emotional connection as much as a practical requirement. The carbon-cutters. But clear and visible fact that the Prius is not just a hypothecation – from tax revenues to ‘I love walking. You take in a lot more of desirable model but has strong public transport – as in the case of environmental credentials means that the world.’ London’s congestion charge, can help their owners can have all their Consumer forum participant aspirations from their car met while make such taxes more acceptable still buying into environmentally to people. advanced technology. On the right, we But they were also candid about their set out policy options that would These findings mirror evidence from personal attachment to cars and the unleash the investment needed to elsewhere about the challenge of make all the new must-have models concept of car ownership. It was addressing the car culture. A pre- low-carbon for UK drivers. clear that for many people the car requisite for achieving change is a represents a personal symbol of committed effort to improve public status and identity, as well as a means transport services, to tackle long-term of getting from one place to another. issues of access and mobility in a This emotional attachment to cars – sustainable way. But effort is also together with the percieved needed to address our underlying unreliability of public transport – attachment to cars. One clear left people struggling to reconcile opportunity is to work with the grain environmental concerns with the of people’s pride in their cars and need to cut back on driving. accelerate the market for desirable Participants were asked to identify low-carbon cars. measures they would be prepared to We set out, right, a number of consider in tackling the over-use of recommendations for improving the the car. Once again, they placed a way we get around. These include particular emphasis on fairness. some suggestions for developing a Public transport was not typically product roadmap for mainstreaming regarded as credible and car clubs low-carbon cars, which can build on were not seen as attractive – partly the work of the Low Carbon because they fail to meet the need for Vehicle Partnership(93). autonomy, which personal ownership seems to deliver.

46 Recommendations for getting around

Recent research suggests that a high intensity application of measures that help facilitate behavioural change, such as school, green and personalised travel plans, telecommuting and video-conferencing, could reduce car traffic by eleven per cent over a decade(94). Local authorities need encouragement from the DfT to incorporate stronger guidance in Local Transport Plans to 1. prioritise behavioural change measures, such as school and work travel plans, and video-conferencing, as recommended by the SDC. The government should lead by example by adopting departmental travel plans with modal shift targets by 2009.

Local authorities should be encouraged by the DfT to introduce ‘hard measures’ like reallocation of road space, 2. congestion charging and parking charges, to lock in the benefits of behaviour change measures so they are not eroded by induced traffic. Effective enforcement of the speed limit on motorways by the police also helps to reduce emissions.

The DfT should introduce a more explicit focus on carbon reduction into their welcome proposals for a national road pricing scheme. Local authorities need more political and financial support in introducing congestion charging schemes 3. and public transport services. We welcome the new Transport Innovation Fund as a step in this direction(95).

Apply the approach of a product roadmap to low-carbon cars. We recommend that the DfT urgently consider the 4. following(96): a. Action to require car advertisements to display prominently the A-G efficiency rating of the car Ó making it more visible on a daily basis.

b. Introduce a new top band of VED, and a £300 gap between each band, as recommended by the SDC. The top band of VED would rise dramatically to £1,800/yr for vehicles emitting 221gC02/km or more, with a bottom band of £0 for vehicles with emissions below 100g C02/km. We propose that this policy should be announced in 2006, but brought into effect in 2008. The SDC believes that this would dramatically improve the market demand for highly fuel efficient vehicles such as hybrid cars, achieving carbon savings of around 0.4 to 0.8MtC/yr.

c. After appropriate consultation, announce at the earliest opportunity that the proposed road-pricing scheme will be banded by vehicle emissions rating.

d. Remove financial disincentives to low-emission vehicles, such as the higher mileage rates given to more powerful engines in the NHS.

e. Issue a procurement call committing the government to purchasing only vehicles that meet stringent emissions

standards (to ensure 25 per cent fleet below 125gC02/km by 2009), if such models can be delivered below an agreed price threshold(97).

47 Holiday travel

Overseas travel represents a major Even so, there are fewer alternatives aspiration for many people. to air travel in some cases. People in Practical catalyst 5: opt-out Participants at the Consumer forum Northern Ireland, for example, can carbon offset for flights spoke of their attachment to flying claim with some reason that air travel Carbon offset schemes are a way to abroad for sun and for short breaks. helps to reduce their potential take action on climate change, by Among less affluent groups there isolation from the rest of the UK and putting money aside to make a positive difference. Of themselves, were numerous references to how the the European mainland. they will only ever be one of a wide low-cost carrier boom has opened up range of policy tools needed to Overseas travel is a more contentious travel to a wider section of the reduce the impact of flying and area. Of course, projected emissions population. manage demand, but we believe that growth from aviation means that a positive approach to offsetting People were also shocked when they demand management is urgent and could have public resonance well beyond the tonnes of C02 offset, and were informed of the impact of essential. Bringing aviation into the would help to build awareness of the flying on climate change. For many, Kyoto Protocol and emissions trading need for other measures. flying has always been presented as a schemes will be important steps. But British Airways adopted a carbon positive thing, a chance to broaden it would be short-sighted to think that offset scheme in 2005, but take-up is your mind. we can leave air passengers out of the low, implying that the issue is not front-of-mind to most air travellers. equation when we push for more radical interventions. As we have Public sector procurement, with a ‘You just want to experience as much as commitment to implement carbon argued upfront, if policy-makers and you can, and learn about the different offset across all central government advocates are to create and retain the departments from April 2006, is ways of living as well. And you can’t do mandate for the bold action that is likely to have a positive effect on that by staying around the same people.’ this highly competitive sector. needed on sustainable consumption Consumer forum participant However, the scope for significant then policy will need to actively touch growth in market share is a very tall the lives of citizens and engage with order, given competitive pressures. There is a clear paradox in the them honestly and courageously. Our So we propose: relationship between travel and contribution has been to see how 1. An ‘opt-out’, rather than an ‘opt-in’ sustainability. Many champions of approach for consumers. Data from public support, and hence political the Travel Foundation (a voluntary the environment and the developing will, can be built for essential demand scheme on sustainable development in world would acknowledge that travel management measures. This is the tourism and travel) suggests this can was a driving force in opening their rationale for rolling out carbon offset achieve around 60 per cent take-up, far higher than on an opt-in basis. eyes. Yet there is no question that we on an opt-out basis. Data from the payroll deductions on urgently need to limit the rapid pension saving support this(98). increase in carbon emissions from 2. Align the incentives on air frequent flying. operators, within the current, highly competitive industry. The Air The fact that one of the ten break- Passengers Duty may be a blunt out groups at the Consumer forum instrument in relation to climate chose an end to internal flights within change. But, as an incentive for airlines that want to promote more Britain as their ‘best idea of the day’ sustainable lifestyles, it is a demonstrates that attitudes are open practical option. to change. It may be that, with careful 3. The market for carbon offset needs and visible investment in to grow and to develop quality infrastructure, and improvements in standards that operate across countries. inner-city rail services (where these are Therefore, the Chancellor should increase the Air Passengers Duty, but a realistic and available alternative) more waive this for companies that offer people might become receptive to consumers (quality-assured) carbon leadership on curbing domestic flights. offset on an opt-out basis.

48 Recommendations on holiday travel

There is an urgent need to tackle emissions in advance of EU measures and wake people up to the impacts of flying.

HM Treasury should introduce a clear incentive for opt-out carbon offset schemes across all airlines. This can be 1. implemented using a two-tier system for Air Passenger Duty, or similar approach, that gives rebates on the higher rate for airlines that offer consumers (quality assured) carbon offset on an opt-out basis from 2007.

The government should introduce an emissions charge for internal air travel, as recommended by the SDC, to reflect 2. the environmental impact of short-haul flights relative to inter-city rail.

49

Five: show people they are part of something bigger

From individuals to communities will never become mainstream unless in-depth interviews with community there is an absolute commitment leaders from a selection of these The spectrum of action we have from all levels of government to projects and from existing evidence in described makes community-based create the conditions which allow this area(104). action an imperative. While changes them to thrive(102). At this stage, the may be driven by ‘choice editing’ and A number of measures would better priority must be to learn more about by offering more sustainable products support their ability to deliver more what works and what does not work and services, strong community sustainable consumption: from existing initiatives. networks are needed to achieve > a more robust and agreed change further along the spectrum. Defra’s Environmental Action Fund methodology for evaluating It is simply not possible to achieve is funding around 35 community- behaviour change, to help projects the step-change needed for ‘one- based projects in sustainable monitor their own effectiveness planet living’ unless people are consumption across the country. and compare with others; enabled to work together, both as The initiatives vary from local consumers and, perhaps more community-based projects like > visible commitment to the importantly, as citizens. Wiltshire Wildlife Trust’s Climate sustainability agenda by central Friendly Towns and Villages, to government to convince individuals Breaking out of habits and norms is GAP’s EcoTeams, involving office that taking part is worthwhile – and difficult as an individual. Groups, colleagues. Other projects are spread to convince funders that the issues however, can create a new across communities of interest, such are worth supporting; momentum for change. A substantial as the National Trust’s Small Steps, evidence base suggests that: > a supportive infrastructure and Big Changes. Together, these fiscal environment, to make > ‘unfreezing’ bad habits is more initiatives provide an opportunity to behaviour change possible and successful in groups; learn how to achieve effective attractive, and to reward people > overcoming social lock-in requires community-based social change. for their participation in group support; community action; > new social norms are negotiated in > an ongoing government groups; ‘Breaking out of habits commitment to provide medium- > social learning is an effective tool and norms is difficult as term funding (as with the for encouraging new behaviours; an individual. Groups, Environmental Action Fund’s > community-based management of however, can create a new three-year cycle) for fully-evaluated social goods has a long and momentum for change.’ pilot and start-up projects. Many effective pedigree(99). projects are self-sustaining and The popularity of walking groups and pursuing innovative partnership and funding strategies to reduce WeightWatchers-style programmes We look forward eagerly to the full the need for further public money; has shown that the group setting can three-year evaluation of these overcome apathy and encourage projects. The lessons for stakeholders > consistent and well-resourced people to help each other tackle and government from the support from local government. (100) new challenges . Environmental Action Fund projects Beyond waste, sustainable Eco-clubs and other community-level should be combined with other case consumption is often not a key issue initiatives offer a promising way study evaluations, both within the for local authorities. The ODPM forward in helping people move sustainability field – such as the work must make sustainable living a towards more sustainable lifestyles. done by the ChangeLAB project – priority for local government, The have the potential to influence and beyond, in areas such as public through Local Area Agreements governance and decision-making at health and anti-social behaviour(103). and other tools (see page 53) with local level, leading to more active We have been able to gain some appropriate supporting funding; citizenship(101). However, such projects provisional insights from a series of

51 > a government-funded network for will pledge to do Z’. One example practitioners to share information might be to commit to improve Community learning about resources and effective street lighting if enough people The mainstreaming of community-based techniques, and to feed into policy- pledge to start using composters. action on sustainability requires a making at local and national levels. strong government framework to Another example might be offering create the enabling conditions for it This would offer an opportunity for loft insulation at a discount if over 100 to thrive. small community-level groups and people in the same district took it up. Community projects do have the larger organisations in the UK to power to effect significant behaviour collectively engage with European Suppliers of green products and changes(107). Nonetheless, there are and international processes, such as services could offer local authorities currently few measures of their long- term impact, or evaluation of successes. the UN Environment Programme’s significant discounts if they could plan to install or sell a fixed number Projects designed with sustainability as Sustainable Consumption their first objective can often deliver a (105) Opportunities for Europe project . of measures in a neighbourhood, as range of other ‘social goods’. For this would reduce their transaction example, Peterborough Environment costs considerably. City Trust is building neighbourliness, Pledges and feedback networks and institutions from scratch To date, Sutton Council have signed in a brand new development within the Smart communication can help to up over 1,000 residents to a Planet government’s Sustainable Communities give people the confidence that their Plan. The Trust is also working in Pledge, offering advice, support and individual action is being matched partnership with the Richmond incentives like discounts on cycle Fellowship Employment and Training by others and bringing about repair and tube travel in return for Division, to provide volunteering meaningful change. For example, the pledges to take steps like fitting loft opportunities for people who have pledgebank.com website, with the suffered mental health problems, as a insulation, recycling supermarket strap-line ‘I’ll do it, but only if you stepping stone back into the community. plastic bags and leaving the car at Action for Sustainable Living in help me do it’, invites people to home for short journeys. Manchester is introducing people with create a pledge along the lines of: different socio-economic profiles to ‘I’ll do something, if X many other Another excellent model for taking work on shared projects. Similarly, people pledge to do the same thing’. people on a carbon-reduction journey Groundwork has achieved a powerful effect across the religious divide in Pledges currently pick up support is supplied by CRed, the Community Northern Ireland. through micro-marketing. Once a Carbon Reduction Project, based in Yet these projects are largely pledge is created, flier and text the East of England and focusing on unrewarded for their contribution to message formats are automatically Norfolk and Norwich. Through their the policy goals of central and local generated and can be circulated to website – www.cred-uk.org – people government. Chasing funding from a large number of different government encourage others in a workplace or can follow pledge pathways and pots, each with different criteria, is neighbourhood to sign up. They are receive advice and feedback on how time-consuming. It may be that the a great device for getting people much carbon they will be saving. Together We Can programme, co- interacting with others. ordinated by the Home Office, offers Better feedback on the collective the best opportunities to integrate The pledge model has the potential to achievements of a community’s community level action around sustainability and quality of life. be scaled up in a range of applications. street, compared with others, can also motivate more individual action. > NGOs could use it to get their Pilots conducted by Guildford members implementing mass Borough Council and Surrey changes like car-sharing. University raised the number of > Local authorities could use it to people recycling by up to 39 per cent increase recycling levels or energy – to a high of 90 per cent – simply conservation. The pledge could be by giving householders feedback on made by the authority: ‘We the how well their street was doing council will provide X, but only if compared with others(106). Y thousand local authority citizens

52 Recommendations for community-based action

Government should support local community action, by joining up funding and evaluation programmes for behaviour change initiatives that deliver sustainable consumption alongside regeneration, social cohesion and 1. healthy lifestyles. This should build on the Home Office’s Together We Can programme and Defra’s Community Action 2020.

The ODPM, as part of its forthcoming white paper on the future of local government, should move beyond waste management to make sustainable living a priority for local government. The tools at its disposal include Local Area 2. Agreements, Local Public Service Agreements, Best Value Performance Indicators and the Comprehensive Performance Assessment with appropriate supporting funding and training.

Defra should fund a network for organisations delivering behaviour change for sustainable living at the community- level to: share learning and information about resources and effective techniques with each other and with the 3. research community; and to feed into policy-making at both local and national levels. The network should draw on the experience of the London Sustainability Exchange in building capacity among its partners and should also facilitate engagement with EU and international networks.

The ODPM and Defra should work with local councils to pilot two new communications-based approaches to lever 4. up community action, recycling levels and energy conservation: a. the use of web-based pledges, by local authorities.

b. better feedback on the collective recycling or other behaviour change achievements of a street or neighbourhood by comparison with others. Feedback should be given to households on how their own street’s recycling rate compares with the best-performing street in the area, and with the borough target.

53

Six: The long-term challenges

Pauses for reflection maintain, just as fervently, that it is not about consuming less at all but As we have already highlighted, if about ‘consuming differently’. everyone on the planet were to consume natural resources and emit In the first camp are those who carbon dioxide at the same rate as lament the ‘rampant materialism’ of we do in Europe, we would need modern society and suggest that we three planets to support us. If a US would actually be happier and enjoy a citizen is taken as the model, we will better quality of life by consuming need five planets. The obvious bears less. They point to evidence of re-stating: we do not have this voluntary ‘down-shifting’: people many planets! who appear to opt for a better work-life balance, more quality time Throughout this report, we have with their families and a low- been concerned with identifying consumption lifestyle(108). practical, positive measures to deliver sustainable consumption. In the second camp are those who Policy-makers need to know how to suggest that consuming less would act now to make modern lifestyles restrict choice and reduce the quality more sustainable. Almost every of people’s lives. They argue instead specific action that we have identified that sustainable consumption involves in earlier sections of the report could ‘consuming efficiently’. They highlight be initiated – given sufficient the transformative power of the political will – in the lifetime of market to deliver greater efficiency in the current government. industrial processes, cleaner and greener products, and more At the same time, we are acutely sustainable consumer choices. aware that some of these measures may be more difficult than others to This division suggests two distinct implement; and that the actions we routes to sustainable consumption. propose will not in themselves be One looks for deeper engagement sufficient to meet the challenge of a with the natural world, aims for ‘one planet’ society. There is, as we increased self-reliance and simpler have said, the need for action across lives, and calls for large-scale changes the spectrum of issues of importance in people’s aspirations and behaviours. for a sustainable future. The other seeks sustainability in the continuing march of progress, In this section of the report, we look opening out the possibility of new, at some of the more complex, longer- more sustainable products that term challenges we will face on the simultaneously improve our lives. We path to sustainable consumption. appear to be offered a choice between two competing alternatives. Which Consuming differently or route should we choose? consuming less? The reality is that this suggestion of a An important tension is evident in the ‘fork in the road’ is misleading. debate about sustainable Neither model of change is complete consumption. Some people insist that in itself. The first makes vast and sustainable consumption inevitably possibly unrealistic demands on means ‘consuming less’. Others human nature. It risks alienating those

55 whose behaviour it seeks to change. Those who argue for a simpler life today’s products. We can encourage The second neglects one of the key tend to look at the existing structure people to purchase new kinds of lessons from the past: that efficiency of consumer society – built on the ‘material-light’ products and services. improvements are often outstripped ever-increasing accumulation and At the same time, it is clear that, as a by growing aspirations and increased disposal of material possessions – and society, we will need to consume a lot consumption elsewhere. Neither assume that the only way to stop the less of certain things. We must burn model is yet capable of demonstrating damage is to curb the economic fewer carbon-rich fuels if we are to that it will lead to a ‘one planet’ system which feeds it. This view meet our national targets for climate society(109). In reality, elements from alarms those responsible for keeping change. We must stop harvesting both strategies are going to be needed. the economy going, as well as those wood and fish faster than they can who have an economic interest in the The divided view highlights some of restock. We must restrain our use of existing system. the key issues that lie at the heart of finite mineral resources if we are not the challenge of sustainable to face severe economic shortages in consumption. The first is a lack of the future. We must eat less meat. We clarity over the term ‘consumption’ ‘We must stop harvesting must throw away fewer disposable itself. The second is the link between wood and fish faster than products if we are to reduce the consumption and economic stability. they can restock. We must volumes of waste going to landfill. A third is the role of business in eat less meat.’ It is crucial that we acknowledge these delivering sustainability. A fourth is constraints and place them at the inequality. The fifth is the heart of a sustainable economic complexity of lifestyle aspirations in policy. It is worth remembering that, modern society. Those resisting any notion of in some cases, consuming less can be consuming less have a tendency to We will address each of these five a straightforward case of cutting out level charges of naivety at the down- issues in turn. None of them is simple waste – less energy and money leaking shifters, and insist that it is possible to to resolve. So rather than attempting out of people’s homes, less unwanted reduce environmental and social to present quick-fix ‘solutions’, we packaging on supermarket products. impacts without compromising concern ourselves here with economic consumption. This view is And yet, at present, it is hard to see articulating some of the issues. At the seen by the ‘down-shifters’ as a how rising economic consumption is same time, we suggest some practical defence of the status quo which is to be made compatible with these ways in which government can unlikely to deliver the radical changes limits. It certainly cannot be taken as increase its competence in addressing in consumption that appear to be self-evident that efficiency these challenges. needed. And so the debate gets improvements will do all the work for increasingly polarised. How can we us. To date, despite much rhetoric to Consuming less of what? navigate a constructive course through the contrary, there is little hard and the middle? fast evidence of decoupling economic Whether you believe we will need to growth from environmental impact. consume less or consume differently, In the first place, it is plain that not all Rather, we in the West appear to be it helps to be clear about what you things that people buy and do have exporting our production impacts to mean. The ‘consumption’ of material the same resource implications. developing countries and then resources is not necessarily the same Downloading MP3 tracks is treading importing the products to consume. thing as the ‘consumption’ of lightly compared to shopping for a economic goods and services. But the table made from illegally felled teak To get a better handle on this, we argument often proceeds as though it trees. It is certainly possible in need to dramatically improve our were the same. Or else it assumes that principle to restrict resource understanding of the reliance of the the one can easily be ‘decoupled’ from consumption while growing the economy on material resources. Our the other. economy. We can cut the amount of statistical frameworks are, for the energy and materials that go into most part, well-developed where

56 economic flows are concerned. But insufficient funds in the public purse the same cannot be said of those to treat the sick or educate our relating to material flows, resource children. The call to a simpler life is requirements or environmental and not so simple after all. social impacts. Until we have robust Of course this immediate reality statistical frameworks for this should not preclude us from searching important information, it will remain for alternative patterns of impossible to address the overall consumption. If economic resource and environmental consumption can be decoupled from implications of economic material consumption, if people consumption patterns, and impossible purchased high-value services instead to validate or refute the claim that de- of resource-intensive artefacts, if coupling is possible. The work of consumer commodities become value WWF and Biffaward in developing the heavy and materially light, then we first comprehensive set of UK could preserve economic stability and material flow and energy accounts still meet environmental and social provides the ideal platform on which targets. If people accepted higher to build. taxes and invested more in the future, we might even be able to preserve Beyond the ‘consumer economy’ economic stability without a massive growth in private consumption. But A whole chapter of Securing the Future these are all big ‘ifs’. is devoted to the idea of the one- planet economy – but what does this In the meantime, the existing mean? Consumption is intimately economic structure operates as a linked to economic stability. Vigorous major disincentive to sustainable consumer spending signals a booming consumption. economy, a thriving production sector, full employment, healthy tax revenues Models for sustainable businesses and plenty of money in the public purse. By contrast, as every economics Sustainable consumption has correspondent knows, the first sign of profound implications for business recession is a slump in high-street practices. Delivering the changes shopping. Like it or not, our highlighted in this report requires economies go hand in glove with more than improved environmental consumer activity and – for the management or an allegiance to moment at least – that means the corporate social responsibility. It continued purchase and use of requires whole new ways of doing material goods. business: different profitability structures, different relationships This is surely one of the reasons why along supply chains, different calls to reduce consumption are so business models. fiercely contested. It’s not just material things that are at stake here, but the Most obviously, companies who have entire structure of the modern made their profits from extracting and economy. Without consumption selling material resources will need to growth, it is argued, output would adapt and change. The energy sector drop, jobs would be lost, incomes is a case in point. The privatisation of would fall, and there would be gas and electricity markets in the late

57 1980s and early 1990s resulted in an energy supply sector whose profitability now rests on increasing sales of gas and electricity to consumers. Attempts to regulate these industries to improve energy efficiency and to invest in ‘energy services’ have struggled against the prevailing revenue structure of the industry. The regulatory regime for suppliers and network operators is itself so complex now that it militates against economic efficiency. And the potentially attractive model of energy service companies has failed to gain any purchase in the marketplace(110). But the challenge is not confined to suppliers of primary energy and material resources. Even in today’s so-called ‘service economy’, business models are predominantly based on material commodities(111). Selling fewer commodities invites lower profits, an outcome which is never attractive to shareholders. Inevitably, therefore, business will resist changes which appear to threaten the basis of their profitability. Of course, there will be some ‘winners’ in the corporate sector: companies with the foresight and ingenuity to respond to the challenge of sustainable consumption and devise more sustainable products and services. But isolated examples of success are not enough. It is going to be necessary to shift the profitability structures of whole sectors of the economy. Without support from government, it is difficult to see how companies are going to respond anything other than defensively to the challenge of sustainable consumption. Inequality consumers, inevitably accelerates the them laid down by government. pressures that our lifestyles currently Inconsistent signals from within Not every UK citizen leads a lifestyle make upon the planet. government can undermine the best that contributes to the ‘three-planet’ intentions of behaviour change economy. Inequalities in income and The case for action to address poverty campaigns. Signals from marketing spending are growing. More people is compelling – and this requires a and the media can do the same. At the die from cold weather in Britain than sustainable natural resource base to moment, the level of understanding in any other European country. succeed. Sustainable consumption has of these processes in policy is weak. Similarly, the boom in car ownership relevance for every country. But where and frequent flying is still traceable to there are trade-offs or priorities Any robust exploration of people’s the most affluent in society, not the around investment opportunities, the behaviour reveals that our relationship poorest. Recent research by the Civil challenge is to recognise the moral to material things is deeply entwined Aviation Authority found that the claim of those in poverty, in with social and psychological goals. poorest quarter of society took only comparison with the economic sway Finding ways to meet these underlying ten per cent of the flights last year. By of people that are better-off. goals in ways that involve less material contrast, more than half the consumption offers a relatively passengers on budget airlines came unexplored avenue towards Social aspirations from the richest quarter(112). sustainable consumption(114). Research Our work with the Consumer forum shows that social and psychological In a culture increasingly geared to highlighted the importance people goals are ill-served by materialism getting around by car, to the value of place on family, security and the anyway(115). Creating opportunities to consumer goods and the dictates of future well-being of their fulfil our potential in less material fashion, there may be social shame for communities. It even revealed a ways is a key task for sustainable many in not being able to fit in. spontaneous concern about the consumption policy. ‘Keeping up with the Joneses’ becomes impact of modern lifestyles on the a powerful and uncomfortable driver At the very least, the Consumer environment. But there was also clear of material consumption. The most forum showed that material evidence of some familiar material enthusiastic young consumers aged aspirations appear to be tempered by aspirations: nice homes, fast cars and between 11 and 18, are those from the real concerns about family, security holidays in the sun. poorest households, who can afford and the future. Understanding how the least(113). These aspirations are often taken as a people approach this tension is given in modern society. The crucial. Engaging with people to The dynamics of more or less expansion of consumer desire is seen negotiate more sustainable lifestyles inequality also play out as a significant as an inevitable consequence of rising offers a vital opportunity to do this. factor at the global level, both within incomes and increased choice. Rising and between countries. Poverty can be aspirations for material goods (both in associated with environmental Mass communications and this country and in developing degradation, so development may sustainability countries) pose a massive challenge to help. Alternatively, in some of the sustainable consumption. Mass communications – advertising, poorest regions of the world, climate marketing and the media – are change is undermining attempts to Yet these material aspirations do not powerful forces in modern society, chart a way out of poverty. Perhaps emerge out of nowhere. In the first shaping our aspirations, lifestyles, there is much to be learned from place, it is clear that our personal identities, relationships and, of course, poorer groups and societies that have aspirations are influenced by cultural our consumption patterns(116).In placed a cultural premium on norms and expectations. themselves, it is claimed, these forms strategies of self-reliance and We constantly receive signals about of communication are neither good efficiency in the use of resources. Yet, appropriate or desirable behaviour nor bad. But their impact on in China and India, the growth of the from those around us, from sustainability depends critically on urban middle classes, with aspirations advertisers, from the media, from how they are used and whose interests to eat, travel and drive as active performance indicators, some of

59 they promote. There has been a surge Federation of Advertisers on of academic interest over the last two ‘responsible advertising’ are to be decades in how mass communication welcomed(122). But most of these focus has shaped society. Ironically, little of exclusively on advertising to children; this has looked explicitly at the and even in this critical area there is impact of advertising and the media evidence that voluntary initatives are on sustainability(117). not working(123). The impact of marketing and the media on a wider Not all of this impact is negative. For range of sustainability issues over a example, a recent surge of interest in broader range of the population TV documentaries and docu-soaps on remains virtually unexplored and environmental issues has certainly almost completely unregulated. raised awareness in the general An urgent policy initiative is needed public(118). And the creative potential to address this. of the advertising industry to be a force for sustainability is significant. Some useful recent work has been Opening out policy done by UNEP and others on how We have discussed these problem advertising, branding and marketing areas as distinct issues. But they are, of communications can be used to sell course, related. A growing economy both more sustainable products and requires thriving businesses. Thriving the concept of sustainable businesses encourage rising consumption in broader terms(119). aspirations. Rising aspirations lead to a At the same time, the mass higher demand for economic goods. communication media do pose some And so the consumer economy drives major risks for sustainable itself. On a narrow view, this ‘virtuous consumption. Advertising is an circle’ seems profitable for all enduring reality in people’s lives. concerned and far superior to the The advertising industry in the UK is vicious cycle of economic depression. now worth over £18.3bn(120). But it is not sustainable. Marketing introduces people We need ways to deepen learning and continually to new and different reflection on these problem areas and products – and to an expanding range to build the mandate for new action of product choice. But some of these to address the full spectrum of products are not sustainable at all. sustainable consumption. And while the effect of any particular advert on an individual may be relatively small, the cumulative impact of advertising in shaping social and cultural expectations is known to be very significant(121). Advertising standards currently do little to ensure that advertising is consistent with the government’s own environmental or social targets. Voluntary initiatives in the advertising industry – such as those of the World

60 Recommendations on long-term challenges

Defra should commit to an ongoing programme of deliberative fora (and other events) with the public, at a national and regional level, to inform policy planning. They should build on the existing commitment to a 1. Deliberative Forum in 2006, by working to secure partnership from broadcasters, and thereby get more people engaged with what they can do to meet the carbon reduction targets that have already been agreed Ó 20 per cent by 2010 and 60 per cent by 2050.

HM Treasury should develop a working economic model by 2008 that can track the links between national income, 2. consumption growth, and resources.

As a precondition of this, Defra, the DTI, HM Treasury and the Environment Agency should (by 2007) co-fund a 3. partnership programme with the Office for National Statistics to establish a comprehensive resource flow accounts framework for the UK, building on the work of WWF, Biffaward and others, with the aim of developing robust periodic accounts for priority resources and impacts by the end of 2008.

The new Sustainable Consumption and Production Business Task Force should define new sustainable business models in different sectors, based on high service provision and low material output, and engage with government 4. to develop supportive policy frameworks, in close connection with the work on ‘product roadmaps’.

The government's Foresight programme should, as part of its next round of research, conduct a thorough review of 5. the future impact of the cultural signals received by children, parents, consumers and citizens encouraging high material consumption. People are routinely exposed to such images and ideas through, for example, the media and advertising. The review should focus on the impacts relating to the sustainability of UK consumption patterns, with particular attention to ecological limits and personal well-being.

The Sustainable Development Commission and the National Consumer Council will work closely together to champion and take forward all the recommendations in this report, through their own business plans and workstreams, and through active dialogue with government departments.

61 Conclusion

The long-term goal of sustainable We do not claim to have found all the consumption must surely be: societal answers. The best way of learning, aspirations that are fair for everyone; after all, is by doing. business models which add human It is now time for the government to value without taking away get the policies in place to support environmental value; an economy and reward people working to make which is stable and yet sustainable. sustainable consumption a reality in This is the vision set out in the schools, hospitals, businesses and government’s sustainable development their own homes. The crucial missing strategy, Securing the Future. This is the pieces of the puzzle will be supplied defining challenge of our century: by them. how to fulfil our true potential and yet live within our means. We believe government can be bolder about using the mandate it has to use public policy to influence market solutions. We set this out as a framework for policy on sustainable consumption, with illustrations for action. We do see win-win outcomes from short-run action in a number of fields. In turn, these can also contribute to building a mandate for longer-term solutions on complex issues. These include deeper challenges, such as our aspirations when it comes to foreign travel and the car culture, which at present would simply appear intractable.

62 Appendix one: glossary

Choice editing: Pre-selecting the particular range of products and services available to consumers. Choice-editing is seen by consumers as increasingly desirable as they look to others to organise the choices that they face. Choice-editing is done by manufacturers and service-providers when they decide which products and services to offer, and to what specification; by retailers when they decide what to put on their shelves; and by governments in the product standards which they set. Choice-editing happens every day according to a wide range of criteria, though currently sustainability is not a significant factor.

Social marketing: A systematic process using marketing techniques and approaches to achieve behavioural goals for social good.

Product roadmaps: A policy approach for addressing high-impact products, in which government sets out a long-term series of environmental performance objectives for a particular product type. They are usually backed by a timetabled programme of supportive interventions, including forward procurement calls, fiscal incentives and rising minimum product standards. Product roadmaps respond to businesses’ need for confidence in the future regulatory environment, while driving continuous reductions in the environmental impacts of key products.

Triangle of change: The relationship between people as individuals and communities, businesses, and government, indicating their shared responsibilities in taking action for sustainable consumption. The groups at each corner lead at different times by doing what they can do best. Co-ordinated actions can lead to profound change.

Three-planet economy: A term used to describe the fact that if everyone in the world consumed at the same rate as the average person in the UK we would need three planet Earths to provide the resources and absorb the waste. This assessment comes from ecological footprinting studies and is contrasted to the goal of a ‘one-planet economy’.

Value-action gap: The observed disparity between people’s reported concerns about key environmental, social, economic or ethical concerns and the lifestyle or purchasing decisions that they make in practice.

Microgeneration: The production of heat and/or electricity on a small-scale from a low carbon source. Various technologies can be used for microgeneration – air source heat pumps, ground source heat pumps, fuel cells, micro-CHP, micro-hydro, micro- wind, bio-energy and solar (thermal and PV(photovoltaic)).

Corporate Social Responsibility (CSR) A company’s approach to being accountable to its stakeholders in all its operations and activities, with the aim of achieving sustainable development, not only in the economic dimension but also in the social and environmental aspects.

63 Appendix two: consumer forum methodology

The Sustainable Consumption Consumers then looked at specific Holidays Roundtable commissioned Opinion areas of consumption – food and > Making flights cost more through Leader Research to conduct a major drink, getting away, getting around, at added tax. deliberative event looking at home, carbon use – and interventions sustainable consumption. The aims of in those areas. We ensured that the > Carbon offsetting on flights. the forum were: various breakout groups looked at interventions in an area in which they > to explore views and attitudes had explored their aspirations the Carbon use towards potential interventions; night before. The interventions > Carbon credits – each person is > to understand current consumer explored were: given a certain amount of carbon aspirations; and credits to spend. > to provide insights that can shape At home > Energy Services Companies – and influence future policy-making. > Banding council tax – linking where people can pay back energy The event took the form of a energy efficiency with council tax. efficiency investments through Consumer forum with 105 people their bills. > Variable waste charging – where recruited from the Manchester area. consumers ‘pay as they throw’. People were recruited to reflect the demographics of the area. The event > Recycling lottery – where recycling was conducted in Manchester on the is linked to a lottery scheme. 6th and 7th October 2005. The Forum lasted over 1½ days and Food and drink involved a mixture of plenary and smaller breakout sessions. > MSC logo - an environmental standard which fisheries can apply During the first evening, we explored for to show that their methods are consumers’ aspirations. No reference sustainable. was made to the environment and sustainable consumption by the > School dinners reform – Opinion Leader team. The event was introducing a more sustainable diet positioned to participants as a forum in schools. on future consumer trends. Different break-out groups looked at specific Getting around areas of consumption and life – food and drink, getting away, getting > Car labelling – cars are rated around, their homes, and their according to emissions, and tax is families and community. weighted accordingly. At the start of the second day, > Road user charging – drivers Andrew Lee from the Roundtable are charged on a ‘pay as you drive’ presented the evidence on climate basis. change and three-planet living. > Car clubs – consumers use a pool This introduced the topic of the of cars, rather than owning their day, and ensured that participants own car. were brought ‘up-to-speed’ on the key issues.

64 Appendix three: business dialogue methodology

The Sustainable Consumption The Dialogue looked at four Roundtable commissioned the questions: University of Cambridge Programme 1. What might drive changes in for Industry to conduct a day-long consumption patterns in the UK ‘Business Dialogue’ event in London. over the next ten years? This drew together more than 30 senior business managers for debate 2. What discourages or prevents and discussion on the way forward people from consuming more for sustainable products. sustainably? Individuals were invited to participate 3. What actions can business take to in the Dialogue from a range of UK deliver goods and services that businesses that had some experience encourage and enable people to in addressing the issues of sustainable consume more sustainably? consumption. Participation from a 4. What can government do to wide spread of sectors was achieved, encourage and enable more including representatives from retail, sustainable consumption? manufacturers of consumer goods, utilities, business-to-business service, Each of the four questions was business-to-business manufacturing, discussed in turn although, in and SMEs (small to medium-sized practice, discussion of Questions 3 enterprises). and 4 tended to overlap. Question 1 was considered in plenary; the others A significant number of participants were discussed in break-out groups in the Dialogue had specific with reports back from responsibility for sustainability issues representatives of each group. in their companies, but over half had wider strategic responsibilities Participants were also asked to including CEOs, directors (business, review a sustainable consumption strategy, environment), chairs, business case narrative presented by marketing executives, and risk and the Roundtable. communications managers.

65 References and notes

1. WWF, SEI, CURE, Biffaward, 8. For summaries of this evidence Executive. Your Environment, Issue 2006, Counting Consumption- CO2 base see Jackson, T 2005 Motivating 9, Nov 2005-Jan 2006, p.4 emissions, material flows and ecological Sustainable Consumption – a review of 12. ‘I will if you will’ also reflects the footprint of the UK by region and evidence on consumer behaviour and importance of ‘co-production’ and devolved country. behavioural change. London: SDRN; state-community-individual Futerra 2004. The Rules of the 2. partnerships in delivering CO2 emissions for the average Game; Dawney, E 2005. 10 lessons successful policy outcomes. See new car sold in 2004 in the UK about behaviour change London: New Halpern, D. et al (2004) Personal were 9.7 per cent below 1997 Economics Foundation. levels. SMMT (2005) UK New Car responsibility and changing behaviour: Registrations by CO2 Performance, 9. See for example: Appadurai, A the state of knowledge and its SMMT The total domestic 1986. The Social Life of Things: implications for public policy Prime passenger distance travelled by car commodities in cultural perspective. Minister’s Strategy Unit. Acting increased by 15 per cent from Cambridge: Cambridge University together for sustainability may also 1990-2004; source: DfT (2006) Press; Campbell C 2004. I shop support – and be supported by – Transport Trends 2005 edition therefore I know that I am: the the development of ecological DfT. metaphysical basis of modern citizenship in the UK. See consumerism, Chapter 2 in Ekström, Dobson, A. (2003) Citizenship and 3. www.defra.gov.uk/environment/ K and H Brembeck Elusive the Environment OUP. statistics/globatmos/download/xl Consumption, (New York: Berg 13. Darnton, A. for Defra (2004) The s/gafg06int.xls Publishers). Csikszentmihalyi, M Impact of Sustainable Development on and E Rochberg-Halton 1981. The 4. Supachai Panitchpakdi (2006) Public Behaviour: Report 1 of Desk Meaning of Things - domestic symbols ‘What’s Good for China is Good Research commissioned by COI and the self, Cambridge and New for the World’, in Global Agenda, on behalf of Defra. 2006, World Economic Forum, York: Cambridge University Press; Davos, pp102-103. Dittmar, H 1992. The Social 14. See report at www.sustainable- Psychology of Material Possessions - to development.gov.uk/publications/ 5. Commission for Africa (2005) Our have is to be, New York: St Martin's documents/Sustainabledevelopme Common Interest: Report of the Press; Douglas, M and B nt-pilotstudyforpublicdeliberative Commission for Africa Isherwood 1979. The World of forum.pdf; Brook Lyndhurst www.commissionforafrica.org/eng Goods- towards an anthropology of (2004) Bad Habits and Hard Choices lish/report/thereport/english/11- consumption, reprinted 1996. Brook Lyndhurst; 03-05_cr_report.pdf London and New York: www..mori.com/polls/2005/pdf/ 6. Defra, DTI (2003) Changing Routledge. mdi050918.pdf, www..mori.com/polls/trends/mdi Patterns: UK Government Framework 10. See for example Darnton, A 2004. -environment.shtml for Sustainable Consumption and Driving Public Behaviours for Production; Halpern, D. (2004) Sustainable Lifestyles, Defra/COI 15. Holdsworth, M.,(2003) Green Personal responsibility and changing Sustainable Development Desk Research Choice, What Choice? NCC. behaviour: the state of knowledge and Report 1: London: Defra. Jackson, its implications for public policy Prime T 2005. Motivating Sustainable 16. Welsh Consumer Council (2004) Minister’s Strategy Unit; HM Consumption. SDRN; Shove, E High Price to Pay: Consumer attitudes Government (2005) Securing the 2004. Efficiency and Consumption: to sustainable consumption in Wales Future: delivering UK sustainable Technology and Practice, Energy & WCC see e.g. p.iii www..wales- development strategy TSO Environment 15(6), 1053-1065 consumer.org.uk/Research per cent20and per 7. www.defra.gov.uk/environment/ 11. An assessment shared by the cent20policy/pdfs/50full.pdf; consumerprod/accpe; Environment Agency: ‘The public MORI survey for INCPEN www.dti.gov. is ready and willing to make (2005) uk/sustainability/bo/sa.htm ; environmental change’, says www.Defra.gov.uk/corporate Environment Agency’s Chief /consult/fiss

66 17. Demos and Green Alliance (2004) 25. Institute for Prospective changing behaviour: the state of Carrots, sticks and sermons Technological Studies (IPTS) and knowledge and its implications for public European Science and Technology policy Prime Minister’s Strategy 18. The ‘value-action gap’, a term Observatory (ESTO) (2005) Unit. used to describe the distance Environmental impacts of 28. Dresner, S. and Ekins, P., (2004), between people's environmental products: analysis of the life cycle Green taxes and charges: reducing their concerns and their actions has environmental impacts related to impact on low-income households, been much discussed elsewhere. the final consumption of the EU- Joseph Rowntree. See Blake, J. 1999. Overcoming the 25, full draft report, 29 April 2005. 'value-action gap' in environmental p.99 http://europa.eu.int/comm/ 29. Houses on the market will shortly policy: tensions between national policy environment/ipp/pdf/eipro_draft be required to be rated for energy and local experience. Local _report2.pdf. See also EEA (2005) efficiency as part of the Home Environment, 4, 257-278 Household Consumption and the Information Pack. For more on 19. For example, Holdsworth, M. Environment EEA home energy efficiency ratings see: www.designcouncil.org.uk/futurec (2003) Green choice, what choice? 26. At the Consumer forum, we urrents/RR_energy_rating.php. NCC; Jackson, T. (2005) Motivating proposed a number of specific sustainable consumption, SDRN; policy options to participants, such 30. Halpern, D. et al. (2004) Personal Holdsworth, M. with Steedman, P. as carbon offsetting for flights on responsibility and changing behaviour: (2005) 16 Pain-free Ways to Help Save an 'opt-out' basis and variable the state of knowledge and its the Planet NCC waste charging. A great deal of implications for public policy Prime 20. This was before the subject of the work has been done elsewhere on Minister's Strategy Unit; Jackson, event, and role of the Roundtable many of these ideas and the T. (2005) Motivating sustainable as sponsor, was mentioned. specific conditions under which consumption, SDRN. particular schemes might be more 21. MORI/Evening Standard, April or less acceptable to the public, 31. Consumer forum participants 2005, 957 adults 18+ which we do not draw on here. As referred unprompted to seatbelts and smoking as examples. 22. MORI Social Research Institute a result, we offer insights from the Delivery Index, Sept 2005, 971 Consumer forum as illustrations 32. YouGov/Evening Standard poll 5 adults of our broader points, rather than January 2004, 1088 Londoners, conclusive evidence in favour or available at www.yougov.com/ 23. Hamilton, C (2003), see against specific policy options. archives/pdf/eve020101002_2.pdf www.admin.cam.ac.uk/news/press Nonetheless, the results from the /dpp/2003111901 Forum should be considered 33. MORI poll, April 2003, Public alongside existing evidence when attitudes to renewable energy in the 24. Such observations are assessing the viability of particular Southwest. underpinned by a substantial body policy options. of work on the importance of 34. See also Hounsham, S. (2006) 'well-being' in public policymaking 27. See, for example, Holdsworth, M. Painting the Town Green Green- and its non-linear relationship with (2003) Green Choice, What Choice? Engage, for further insight on the income. See e.g. Donovan, N. et al NCC; Brook Lyndhurst (2004) importance of positive and (2002) Life Satisfaction: the state of Bad Habits and Hard Choices Brook tangible or visible communication knowledge and implications for Lyndhurst; Ajzen I, Rosenthal LH 35. Holdsworth, M. with Steedman, government Prime Minister's and Brown TC (2000) 'Effects of P. , 16 pain-free ways to help save the Strategy Unit; Layard, R. (2005) Perceived Fairness on Willingness planet, NCC. Happiness: Lessons from a new science to Pay' in Journal of Applied Social Allen Lane; Shah, H. & Marks, N. Psychology (2000) 30(12): pp. 2439- 36. See for example: Dresner, S, (2004) A well-being manifesto for a 2450 cited in New Economics T Jackson and L Dunne flourishing society New Economics Foundation (2005) Behavioural ‘Social and Political Responses to Foundation. The focus on well- economics: seven principles for policy- Environmental Taxation in Europe’. being is recognised in a new Defra makers NEF; Halpern, D. et al Energy Policy Special Issue, 2006. research programme. (2004) Personal responsibility and

67 37. The importance of revenue- Oxford Handbook of public health documents/myhome/ neutrality in environmental practice. Oxford; Goldberg, M. E., Energy per cent20Slimming per taxation is discussed in the Fishbein, M., Middlestat, S. E. cent20Plan.pdf government's publication HM (Eds.). (1997). Social marketing: 44. Switching from, for example, a C- Treasury (2002) Tax and the Theoretical and practical perspectives. rated Ford Focus to a (larger) B- environment: using economic instruments Washington, D.C.; Kotler, P, and Roberto, W. (1989) Social marketing: rated hybrid Toyota Prius will save 38. HM Government (2005) Securing Strategies for changing public behavior. 0.33 tonnes of CO2 per year. the Future: delivering UK sustainable New York, NY: The Free Press; Based on CO2 emissions figures development strategy TSO Kotler, P., Roberto, W. and Lee, N. of 127g/km for the Ford Focus (2002) Second ed Social Zetec TCDI manual diesel and 39. We discuss a number of methods 104g/km for the Toyota Prius for such engagement elsewhere in Marketing; McKenzie-Mohr, D 2000. ‘Promoting Sustainable VVT-I and assuming an aunnal this report, including deliberative usage of 9,000 miles. Source: fora, community-based projects Behavior: an introduction to community-based social SMMT www.smmtco2.co.uk and a highly interactive version of /co2search2.asp Environment Direct. Lessons can marketing’. Journal of Social Issues also be drawn from the GM 56(3), 543-554; National 45. Halving the annual mileage of the Nation debate Consumer Council (2006) Social driver of an average petrol car (www.gmnation.org.uk) and the Marketing Capacity in the UK: would save 1.305 tonnes of CO2, work of Demos and the Academic Sector And Social Marketing while shifting 2/3 of their travel University of Lancaster on public Related Work - An initial selective to the bus would save 1.2 tonnes involvement in policymaking, review. NCC London of CO2 per year. Assuming 9,000 research and development around 41. Steedman, P. (2005) Desperately miles per year of travel by car the use of nanotechnology Seeking Sustainability? NCC and/or bus. Based on CO2 (www.demos.co.uk/projects/curre emissions of 90g and 298g per ntprojects/ESRCnanotech). 42. Figures are for CO2 emissions passenger mile for buses and cars only (excluding other greenhouse respectively. Sources: Defra, 40. See for example: Andreasen, A. R. gases), exclude international travel www.Defra.gov.uk/environment/b (1995) Marketing social change: and assume an equal per capita usiness/envrp/gas/envrpgas- Changing behavior to promote health, share of the UK's annual CO2 annexes.pdf; Tyndall Centre, social development, and the environment. emissions. Figures assume www.tyndall.ac.uk/research/resear San Francisco, CA: Jossey -Bass; projected population increases and chers/emissions.pdf Andreasen A (2005) Social the figure for a 60 per cent cut is 46. Marketing in the 21st century. Sage based on the projected population Through initiatives such as Publications; Brookings Institution in 2044. Sources: Defra, Climate Care and the Carbon 2003. Schorr L B Determining ' www.Defra.gov.uk/ Neutral Company. This is not a What works' in social programs and news/2005/050331a.htm; ONS substitute for avoiding emissions, social policies: Towards a more inclusive www.statistics.gov.uk/cci/nugget.a but should be a step to engaging knowledge base; Chapman, S., sp?ID=950; Government Actuary people with the impact of their Astatke, H., & Ashburn, K. www.gad.gov.uk/Population/2004 flight. (2005). The performance of social /uk/wuk04singyear.xls 47. Prime Minister’s Speech on marketing interventions in developing Climate Change to HRH the countries: A systematic review 43. Grant-aided loft insulation yields Prince of Wales's Business and (Working paper). Washington, 23 per cent household energy Environment Programme, 14 DC: Population Services saving. Cavity wall insulation yields September 2004 International; Donovan, R. J., & 21 per cent household energy Henley, N. (2003). Social marketing: saving These savings are based on 48. Which? (2005) Which Choice? Principles and practice. Melbourne, a comparison with a totally www.which.net/campaigns/choice Australia: IP Communications; uninsulated house. Source Energy /0503choice_rep.pdf French J Protecting and Promoting Savings Trust: Health - Behavioral approaches. (2001) www.est.org.uk/uploads/

68 49. NCC, 2003, Bamboozled, Baffled and 59. MORI for DfT (2003) Comparative 70. Defra, www.Defra.gov.uk/ Bombarded: consumers’ views on colour-coded labels for passenger cars environment/statistics/globatmos voluntary food labelling. Recent /kf/gakf07.htm 60. research by the NCC found that NCC research indicates that 19 71. 56 per cent agree with the per cent of consumers have Three years on from the energy statement ‘When I'm out shopping sought some form of white paper, all but the cost- I don’t think about the sustainability advice. conscious prepayment meter users in our qualitative survey for Seeing environmental impact of the 61. EST/Mosaic: whole life the Light were unable to think of things I buy’. Similarly, the Food segmentation model. Industry Sustainability Strategy ways to reduce their bills apart points out, ‘price, use by date and 62. See, for example, Carbon Trust from switching suppliers. Most taste are the three most dominant (2005), The carbon emissions generated people currently have very little factors in consumer thinking’ and in all that we consume. sense of agency in relation to their energy use. ‘wider sustainability issues…do 63. Work by the Carbon Trust not feature highly’. suggests that, in relation to climate 72. Innovative two-tier tariffs for 50. The NCC estimates that there are change, it is future risk than energy are being considered by the up to 500 competing messages on current brand value that should Northern Ireland Energy how to live in a more sustainable drive business attention. Carbon Authority on this basis, in way. Controversies and dispute Trust, 2004, Brand Value at Risk response to the fact that 3 per between different organisations from Climate Change. cent of customers use 11 per cent of electricity. The average over what is important compound 64. Presenting a template to the the difficulties that people face in household uses 4000 kilowatt- board of FTSE 100 companies is hours of electricity a year. The relation to advice on sustainable a reality that could be achieved lifestyles. Holdsworth, M. with proposal is that everyone will pay with top level political support. It the same unit price for electricity Steedman, P. (2005) 16 Pain-free may be relevant to think about Ways to Help Save the Planet NCC up to 6000 kilowatt-hours, but the small business sector which above this threshold the unit price 51. Sigman, A, (2004) The Explosion of often may not have the capacity will go up 50 per cent or 100 per Choice: Tyranny or Freedom? to lead in this area. cent to discourage excessive 65. See consumption. 52. The full analysis is published in www.defra.gov.uk/environment our separate report Looking forward, /climatechange/uk/comms/ 73. SCR briefing: indoor air conditioning looking Back. SCR, 2006. index.htm and 74. Starkey, R., & Anderson, K., 2005, 53. Market Transformation www.climatechallenge.gov.uk Domestic Tradeable Quotas: a Programme 66. www.dti.gov.uk/energy/sepn/ policy instrument for reducing greenhouse gas emissions from 54. Fridges got bigger at the same index.shtml energy use, Tyndall Centre. time as they got more efficient 67. We note the valuable groundwork 75. 55. See www.mtprog.com/Approved by the small team behind the Allan Asher, Chief Executive, BriefingNotes/BriefingNoteTempl Public Sector Food Procurement energywatch, speech to NEA ate.aspx?intBriefingNoteID=402 Initiative in Defra conference 20 September 2005, for further discussion. www.energywatch.org.uk/uploads 68. Building further on the intention, /National_Energy_Action1.DOC; 56. Market Transformation announced in the Government's Energywatch (2005) Get Smart: Programme Sustainable Development Strategy Bringing meters into the 21st Century to have 10 per cent of its vehicles www.energywatch.org.uk/uploads 57. Defra, www.defra.gov.uk/foodrin/ low carbon by 2012 /Smart_meters.pdf poultry/legislation.htm. 69. Sustainable Consumption 76. http://news.bbc.co.uk/1/hi/ 58. Ekins, P et al, 2006, A Green Living Roundtable, (2005), Seeing the Light: business/4766460.stm Initiative: engaging households to achieve the impact of micro-generation on how environmental goals, PSI. we use energy. 77. www.futurecurrents.org

69 78. Roberts, S. & Baker, W. (2003) drive best management practices vehicle sales will be cars emitting Towards Effective Energy Information: for basic commodities like sugar, 100gCO2/ vehicle km or lower by Improving consumer feedback on energy soy or palm oil, and making 2012) and the EU wide voluntary consumption. A report to Ofgem fundamental changes to the ways agreement (that by 2008 average Centre for Sustainable Energy, in which the CAP and the WTO carbon emissions for new vehicles www.cse.org.uk/pdf/pub1014.pdf bear upon them. However, there is will be 140g carbon dioxide per also much that can be done within vehicle km) will be met. SDC, 79. Roberts, S. et al. (2004) Consumer the UK, and it is here, given our 2005, Climate Change Programme Preferences For Improving Energy remit, that we have chosen to Review Position Paper. Consumption Feedback. Report to focus our attention. Ofgem Centre for Sustainable 97. This generic approach has been Energy 88. IGD (2005) Connecting recommended by the Consumers with Farming and Environmental Innovation 80. DTI, March 2006, Our energy Farm Produce IGD, findings from Advisory Group. challenge – power from the people. Part 2: Quantitative Research, 98. Pensions Commission (2004), 81. Based on the new EST bronze, www.igd.com/downloads/Curry% 20Report.pdf Pensions: Challenges and Choices. silver and gold standards The First Report of the Pensions 82. HM Treasury/Defra, December 89. Smith A et al (2005) The validity of Commission, 2005, Energy Efficiency Innovation Review. food miles as an indicator of sustainable www.pensionscommission. development: final report. Prepared org.uk/publications/2004/annrep 83. Report on the Household Sector, by AEA Technology for Defra. /fullreport.pdf Dec 2005, Energy efficiency innovation review, Defra/ 90. www.feedmebetter.com 99. The potential of community-level action for behaviour change in HM Treasury. 91. Garden Organic, support of sustainable 84. See also CSE report to Ofgem, www.gardenorganic.org.uk consumption has been suggested 2004, Consumer Preferences for 92. The Public Sector Food within the academic literature for Improving Energy Consumption Procurement Initiative Catering some time. E.g. Jackson and Feedback Services and Food Procurement Michaelis argue that ‘there does 85. Ekins, P et al, 2006, A Green Living Toolkit gives a useful foundation seem to be more potential for a Initiative: engaging households to achieve for this work. shift in consumption patterns if environmental goals, PSI people are engaged in a 93. www.lowcvp.org.uk community dialogue than if they 86. Tukker A, et al. (2005) 94. SDC, 2005, Climate Change simply reflect on their own lives’, Environmental impact of products Programme Review Position Paper. while Haq and Whitelegg (EIPRO): Analysis of the life cycle conclude that ‘Developing environmental impacts related to the total 95. Road pricing: meaningful and effective final consumption of the EU25, www.dft.gov.uk/stellent/groups/d community based social marketing European Science and Technology ft_roads/documents/divisionhom approaches and implementing Observatory and Institute for epage/032120.hcsp; Transport them within a supportive Prospective Technological studies, Innovation Fund: institutional/social, infrastructural full draft report. www.dft.gov.uk/stellent/groups/d and fiscal framework should be a ft_about/documents/page/dft_ab primary goal to fostering voluntary 87. Sustainable Consumption out_611056.hcsp pro-environmental behaviour and Roundtable, 2005, Double dividend: more sustainable lifestyles.’ 96. Without the introduction of one promoting good nutrition and Jackson, T. and Michaelis, L (2003) or more of these additional sustainable consumption through Policies for Sustainable Consumption.A measures it looks unlikely that healthy school meals. The approach report to the Sustainable even the modest targets in the to a more sustainable food policy Development Commission; Haq, DfT’s Powering Future Vehicles must include tackling global supply G. & Whitelegg, J. (2005) Breaking Strategy target (that 10% of new chains which have the potential to the Habit: Fostering Voluntary

70 Behavioural Change for a Sustainable 103. ChangeLAB: SDC/UKERC seminar, April Lifestyle forthcoming; submitted to www.changelabproject.org; see 2006. the Journal of the Local also Community-Based Social 111. This is true even for many Environment. See also Gardner, Marketing www.cbsm.com; ‘service sector’ industries which Gerald T. and Paul C. Stern, 1996. www.toolsofchange.com; still have significant energy and Environmental Problems and Human www.nsms.org.uk Behavior, Allyn and Bacon, Boston. material footprints. 104. Communities of interest - and action? This assessment draws heavily on 112. Passengers using Stansted, the SCRT briefing, 2006 a social psychological main budget airline airport understanding of consumer 105. www.unep.ch/scoe/index.htm which is due to gain a new behaviour. For an overview of runway by 2013, had an average these social psychological theories, 106. Uzzell et al, 2005, Increasing income of £51,000 in 2004. One including the relevance of the recycling through community action. in six passengers was visiting a internalisation of norms through Report to Guildford Borough second home overseas. Source: social learning and the emergence Council. Interestingly, existing Civil Aviation Authority 2004 of a social identity, see Jackson, T. recyclers upped their efforts Passenger Survey (2005) Motivating Sustainable most when they were given Consumption – a review of evidence on feedback on how their own 113. Mayo E, 2005, Shopping consumer behaviour and behaviour street's recycling rate compared Generation, NCC, London change. A report to the Sustainable with the best performing street 114. Jackson, T 2005 Live Better by Development Research Network. in the area. Non- or low- Consuming Less? Is there a double London: Policy Studies Institute. recyclers, however, were most dividend in sustainable consumption. 100. Reviews of a range of social likely to be brought on board if Journal of Industrial Ecology 9(2). marketing interventions, they were told their street was doing well compared to other 115. Kasser, T 2002. The High Price of including community-based Materialism (Allen and Unwin) group activities, and their impact streets or to a borough target. 116. See for example: Giddens, A on a variety of health issues, will 107. GAP’s EcoTeams has been 1991. Modernity and Self-Identity be available shortly from the extensively evaluated, and in its (Cambridge: Polity Press); National Social Marketing Dutch form reductions in waste, Kellner, D 1995. Media Culture: Centre of Excellence. energy and water by around 40 Cultural Studies, Identity Politics www.nsms.org.uk per cent, 15 per cent and 10 per between the Modern and the Post- cent respectively have been 101. For more on the burgeoning Modern (London, Routledge); recorded. GAP reports that a number of local initiatives for Thompson, J 1995. The Media recent EcoTeams project with change see Elster, J. & Church, C. and Modernity: a social theory of the British Gas demonstrated a 27 (2002) Thinking Locally, Acting media (Cambridge: Polity Press) Nationally: Lessons for National Policy per cent reduction in waste from Work on Local Sustainability. going to landfill and a 16.2 per 117. Notable exceptions are York Publishing Services. cent cut in CO2 emissions from Hamilton, C 2005 Growth Fetish electricity and gas use. (Crows Nest, NSW: Allen & 102. This is particularly true given Unwin) and the work of certain social, economic and 108. See for example: Frank, R 1999. Adbusters – a Canadian NGO ideological trends which have Luxury Fever (Princeton); dedicated to exposing bad made an the development of an Hamilton, C 2004. Growth Fetish practices in advertising ethic of local community- (Allen and Unwin); and management of natural Hamilton C 2003. Downshifting in 118. For example, BBC2's No Waste resources more challenging. See Britain - a sea change in pursuit of Like Home and their Newsnight Jackson, T. and Michaelis, L happiness (Australia Institute). ‘ethical man’ project, as well as (2003) Policies for Sustainable ‘green living’ editions of lifestyle 109. See note 1. Consumption. A report to the programmes such as Channel 4's Sustainable Development 110. Unlocking energy services: Grand Designs and BBC1's Commission. main findings of a joint Changing Rooms.

71 119. See for example: Compass 122. See for example: Network for Sustainable Development www.responsible- Communications advertising.org/contact/index.htm www.compassnetwork.org; 123. Utopies, The United Nations See, for example, Mayo, E. Environment Programme (2005) Shopping Generation, NCC; (UNEP) and the United Nations Wilson, N, L Singal, S Nicholls Global Compact (UNGC) and G Thomson 2006. (2005) Talk the Walk - Advancing ‘Marketing fat and sugar to Sustainable Lifestyles through children on New Zealand Marketing and Communications television’. UNEP www.talkthewalk.net; Preventive Medicine 42, 96-101. Charter, M. et al (2002) Marketing and Sustainability BRASS and CfSD www.cfsd.org.uk/smart- know-net; UNEP Advertising and Communication Forum on Sustainability www.uneptie.org/pc/sustain/adv ertising/advertising.htm; Gordon, W. (2002) Brand Green: Mainstream or Forever Niche? Green Alliance www.green- alliance.org.uk/publications/Pub BrandGreen; Forum for the Future’s ‘Limited Edition’ project www.forumforthefuture.org.uk/a boutus/LECS_page1542.aspx; MPG International/Sustainable Motivation (2005) The Role of Marketing at the Business/Consumer Interface www.mpgintl.com/sustain/ english/home.htm 120. The Advertising Association www.adassoc.org.uk 121. Elliott, R and K Wattanasuwan 1998. ‘Brands as Symbolic Resources for the Construction of Identity’, International Journal of Advertising 17, 131-144; Streliz, L 2002. ‘Media Consumption and Identity Formation’, Media Culture and Society 24, 459-480

72 Finished with the CD? Contact your council to find out how you can recycle it, or see www.plasticwaste.co.uk. Also, remember to reuse the detachable CD wallet. ‘The Roundtable's work has clearly demonstrated that citizens can engage positively, constructively and creatively in the debate on how we tackle the big environmental challenges of our time.’ Viki Cooke, Joint Chief Executive, Opinion Leader Research

‘This report highlights that consumers are increasingly looking to government and business to help them live more sustainable lives and make better choices about the products and services they buy. The job for the business community then is to satisfy this consumer need and to provide clear and practical guidance to government on the steps required.’ Neil Carson, CEO, Johnson Matthey & Chair of the Business Taskforce on Sustainable Consumption and Production

‘The Roundtable has rightly identified that reconnecting people with the origins of the food they eat can repay powerful “double dividends” for public health and the environment. I will if you will makes a significant contribution to a critical public debate.’ Sir Don Curry, Chair, Sustainable Farming and Food Implementation Group

‘It is hard to go it alone as a green consumer. The Roundtable has set out practical steps that government can take to make sustainable consumption a reality in people’s daily lives and reassure them that their actions are part of something bigger.’ Robert Napier, Chief Executive, WWF-UK