BEIS and Defra
Transitioning to the homes of the future
Challenge
Residential properties contribute around one-fifth of the UK’s total greenhouse gas emissions, so the decarbonisation of our homes is a key part of the UK’s transition to net zero by 2050.
Following a large public dialogue into behavioural pathways to net zero, the Department for Business, Energy and Industrial Strategy (BEIS) and the Department for Environment, Food and Rural Affairs (Defra) needed a deeper dive to explore the public acceptability of different measures for low carbon heating and home energy efficiency. Ultimately the challenge was how to increase adoption of measures that will reduce the carbon footprint of homes.
Approach
We carried out nine online group discussions with a purposive sample of 48 homeowners, prospective homeowners and landlords. These individuals were recruited from across the UK accounting for factors such as disposable household income, type of property, intentions to remain in the property, and awareness and engagement with energy efficiency measures.
Understanding behaviour is always challenging, especially in an abstract research environment. The danger is that you get overly-rationalised responses based solely on more objective, often economic criteria. To help mitigate against this we used a behavioural framework to shape the questions and gamified trade-off activities which enabled us to stress-test responses, and help people articulate and reflect on key drivers and barriers to action.
Impact
It is always nice to hear that the research findings our “with Number 10”, directly contributing to policy development. We were delighted to also have the opportunity to present to a wide group of civil servants, helping to illustrate how the findings tie into the earlier work on pathways to net zero.
Meeting the net zero target is going to require action from all parts of society, and quickly. We are hugely appreciative that we are able to play a small part in getting us there.
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