LAUNCH: Our New Partnership For Sustainable Lifestyles
Futerra is partnering with behaviour change agency BEworks in response to IPCC report working group III. Lucy Shea explores how this new partnerships can support clients in helping consumers become heroes of sustainability.
We are so excited to announce that Futerra is teaming up with the behavioural scientists and lifestyle experts at BEworks.
Together we now offer creative and science-based strategies to drive lifestyle change, create measurable impact, and help consumers become heroes of sustainability. With expertise in the power of scientific thinking and almost a decade of corporate experience, BEworks is the world’s most sought-after company in the pursuit of understanding and changing human behaviour for the better. Putting that together with Futerra’s sustainability expertise and creative excellence – it’s a match made in sustainability heaven.
IPCC validates sustainable lifestyles
Our new partnership has impeccable timing. Because the Intergovernmental Panel on Climate Change (IPCC) has just validated consumer and public action as officially part of the Paris Agreement solution!
In this year’s IPCC report (AR6) from Working Group III (on mitigation) there is an entire chapter dedicated to 'demand-side solutions' of which behaviours and sociocultural changes are a core part. In fact, the IPCC calculates that 'behaviour and sociocultural' changes could rapidly save 5% of all demand side carbon emissions. In climate terms, that's a huge win - if we can make it happen. Even better, the IPCC go into detail on the scientifically valid behavioural inventions and carbon calculations for each.
The IPCC has our thanks for synthesising nearly 7,000 academic papers on actions that can truly make a difference. Changing how we travel is the biggest behavioural win, as individual choices could save 15% of all travel carbon (for the avoidance of doubt, that is a huge amount). Most of us can guess what that means – less flights, more public transport and getting on our bikes. But if that doesn’t feel like the right fit for your consumer or brand, fear not – the IPCC has identified over 61 actions that can save significant and measurable amounts from consumers’ carbon footprint – up to nine tonnes per person.
Leaders, brands and influencer have the power to support consumers in making these lifestyle changes to solve the climate crisis. But encouraging people all over the world to change their daily behaviour is no easy task. lt requires an uncommon mix of skills. These set of skills are what led BEworks to successfully work with companies to drive the adoption of paperless billing, reduce peak demand electricity consumption by 13% and reduce household food waste by 33%.
Consumer heroes
Futerra’s survey with OnePulse revealed an overwhelming demand from consumers for brands to step up on sustainable lifestyles. People want brands to help them improve their environmental and social footprint. Fail to do that and we’re in danger of disappointing 88% of them. The survey also tells us that 43% of consumers believe that brands are mostly making it harder for them to be more sustainable. This desire for a sustainable lifestyle continues to rise exponentially. In June 2020, Google Trends published a 4,500% increase in searches on ‘how to live a sustainable lifestyle’
At Futerra, we’ve always believed in people power – not just powerful people. It’s why we created the first climate behaviour change guide for the UK government in 2004. Why we joined the UN Task Force on Sustainable Lifestyles in 2005. Why we pioneered the sharing economy with Swishing, the parties for clothes recycling, in 2007. Why we established the Sustainable Lifestyles Frontier Group with BSR, L'Oréal, Walmart, McDonalds and many others in 2013. And why we worked with the United Nations and scientists across the world to translate the Sustainable Development Goals into new ‘Good Life Goals’ to give individuals the same status as institutions in creating a sustainable future. From glamourising refills to normalising plant-based-diets – Futerra has helped brands and businesses support people to greener, healthier and more sustainable ways of living, while building brand love and loyalty along the way.
Are you in?
Leaders, brands, and creatives can activate this transformational change for their consumer, and their consumers world. This is a real opportunity moment for purposeful and progressive brands. Consumers want to be the hero of climate action, and policymakers want measurable behaviour change and carbon savings.
We can make that happen.
Futerrans are problem solvers and storytellers. Creatives and sustainability experts. Product innovators and culture hackers. With 20 years of experience in sustainable development, we know what it takes to help companies around the world engage consumers and encourage action. If you’re ready to start your journey in helping your consumers make a difference, get in touch with us and let’s take the next step together.