The 'Big Energy Shift'

Up to 27% of emissions in the UK come from households, which means changing domestic energy use will have a fundamental part to play in contributing to Government's target for an 80% reduction in greenhouse gases by 2050.  It is critical that the UK manages to implement a huge shift in the way it obtains and uses energy.

How to deliver the 'Big Energy Shift' was the focus of a series of deliberative discussions with 270 householders from nine communities in England, Wales and Northern Ireland, facilitated by Ipsos MORI.  The project was commissioned and supported by the Department of Energy and Climate Change, the Northern Ireland Executive and the Welsh Assembly Government.  The objective was to establish the bases on which the public would be prepared to take up renewable energy generation and energy conservation.

What is the potential for behaviour change to low carbon methods?

Householders are overwhelmingly positive to energy efficiency and micro-renewables in principle.  To create low carbon homes in the UK, participants in this research want to see bold leadership from Government; asking Government to fix clear goals, a deadline for achieving them, and to set out what individuals, Government and businesses all need to do to get there.

This research suggests that a strong hand from national and local Government, allied with intelligent social marketing, could make this 'Big Energy Shift' happen.  By contrast, 'business as usual,' or policies that tinker with the existing consumer framework (e.g. marginal improvements to existing grant schemes) are unlikely to lead to any significant critical mass of households making changes.

Being involved in the dialogue itself, and gradually coming to appreciate the wider context, helped the participants in this research come to the conclusion that decisive action is needed.  This reflects the need to involve people in energy decisions rather than imposing solutions on communities.

Allied to this, there is a need for different messages and strategies for different geographical locations and types of home and householder.  There is scope for segmenting the population and identifying early adopters who can help push forward take-up of innovations.  The technologies which most appeal are those with perceived low upfront costs, and high value for money; also the most 'normal' and familiar technologies appeal.  These include meters, loft insulation and double glazing.

There are barriers to adopting some insulation and micro-generation options.  These include perceptions of:

• High upfront costs;
• The risk of not recouping that cost as the technologies are untried;
• Disruption in installation; and,
• Aesthetics.

Mass take-up will involve overcoming these barriers.

Funding the 'Big Energy Shift'

To make the Shift happen, in every Forum, a majority of participants called for legislation - seeing it as ultimately, the only way to enforce cooperation within the required timescale.  But this call for legislation has conditions attached around timescales, the way the Shift would be paid for and who should be required to pay.

Participants ask Government to:

• Give individuals help with upfront costs by substantial grants and loans (paid for through general taxation).
• Set fair targets for houses which take account of the wide variation in housing stock, people's ability  to pay, and fair timescales.  Crucially, this should involve a long lead time before legislation becomes active so that people are given assistance to conform before they are obliged to.
• Create cost-effective area strategies led by local government to raise awareness, interest and voluntary take-up.
• Nudge people towards action with restrained choices or tailored initiatives - free consumer choice is an over-rated concept in this area as individuals do not have the level of knowledge to help them choose.
• Walk the walk as well as talking the talk by ensuring low carbon compliance in public buildings.

View the Big Energy Shift report here