Learning To Love Less: Understanding how to promote energy-saving behaviour through public information communications

Catherine Fish
Brainjuicer

INTRODUCTION

Scientists alone cannot bear responsibility for reducing our reliance on fossil fuels, and consequently reducing our CO2 emissions.

While we need the boffins to develop and implement renewable sources of energy to ensure we have power beyond fossil fuels, only a drastic reduction in the amount of energy used now will enable renewables to supply our future demands, and slow the effect our consumption has on the climate.

In the United Kingdom, over 40% of CO2 emissions come directly from what we do as individuals – heating homes, driving cars, etc. It is therefore vital that individuals appreciate the impact of their own personal energy usage, and make lifestyle changes to reduce personal CO2 emissions as much as possible.