This report looks at lessons to be gleaned from advertising and marketing on how to sell low-carbon living.
- Individuals have an essential part to play in meeting the climate challenge.
- But policy has not yet fully recognised the importance of mass behaviour change.
- Social marketing may represent new ways to change public behaviour.
- Public campaigns need to embrace approaches and techniques from advertising and marketing: including ‘selling’ the positive opportunities and emotions that could be associated with taking action.
Climate change represents a major threat to human society. Significant social change, alongside technological innovation, is necessary if we are to avert this threat.
This will require millions of individuals to change their everyday behaviour, from the power they use at home, to how they travel.
If they are to have this kind of impact, the public campaigns that seek to influence individuals need to embrace the most sophisticated approaches and techniques from advertising and marketing – including 'selling' the positive opportunities and emotions that could be associated with taking action.