New Low Carbon Lifestyles Wheel

Stuck in the value-action gap with your consumers?
Failing to get takeup of new low carbon innovations or packaging?
Struggling to get citizens on board with infrastructural changes?

Our new report is designed to help business leaders, policy makers and solutionists identify the behaviors they can positively influence and design effective campaigns or interventions to do so.

The Low Carbon Lifestyles Wheel offers pathway behaviors to theIPCC Household Consumption Options to Reduce GHG Emissions. Because to be successful, behavioral requests must be specific, actionable and measurable.

The potential gains are huge. As the IPCC tells us, action on lifestyle, behavior and socio-cultural change has the potential to reduce 5% of GHG emissions rapidly, with the support of infrastructure and policy changes. If this doesn’t sound like much, aviation worldwide is responsible for 2% of GHG emissions globally

People tell us repeatedly they want to take action on climate. They even believe that these lifestyle changes will make their lives better. Some of these actions may sit within a business’ scope 3 requirements (e.g. less packaging or refills). Others are more relevant for policy makers or campaigners.

You might also be worried about the value-action gap. This report challenges this notion. We outline instead a set of value-intention barriers that must be removed.

Only benefits can bust through barriers. We propose a set of new functional, social and emotional benefits that will help to close the gap and spark personal behavior change on climate.

Please download the report and share where useful. To note: each behavior is designed for high emissions households, more likely to be found in the Global North.

Contact Futerra if you would like to discuss market testing to identify and solve for behavioral barriers in your category, market or consumer targets.

Finally, thank you to the teams at Futerra, BEworks and WBCSD teams for the partnership in writing this report.