What do residents want from your climate change communications?

Climate Change Action

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What do your residents want and expect from your climate change communications?

A  common thread that  continues to be highlighted by environmental bodies, is that people aren’t being provided with the necessary information to play their role in cutting emissions.

The reality is that people haven’t been forgotten or overlooked. There are plenty of examples where local authorities are producing communication strategies and providing environmental information to their residents to support climate action plans. Unfortunately, the information produced isn’t quite landing and resonating with people.

What approach will encourage people to take action?

We know from our engagement campaigns that people are willing to act and adopt simple changes to their everyday lives. 

Our recent Citizen Survey captured the opinions of 2,700 residents on what motivates them to take climate change action. Below we share 3 key take-outs from the survey that will help when planning your approach to climate change communications.

Download now: Citizen survey – the opinions of 2,700 households on climate  change

1) How do people like to be contacted and how often?  

70%

of people would prefer to receive information via email. With only 10% requesting a leaflet through the door.

77%

also said it would be helpful to receive regular prompts/reminders and advice on climate change actions.

Many local authorities are already using email, yet are they doing it in the most effective way?

Our insights show that weekly emails that deliver value to a resident help them stay engaged with your climate change objectives. With 77% of residents telling us they are happy to receive regular prompts and advice surrounding climate change, it’s clear that a value led email sent every week is a sure way to get your message heard.

2) Which climate change topics are of the most interest?

Being able to recycle at home 73%
Energy use in the home 67%
Simple changes that make a difference 67%
Reducing waste 34%
Eco-friendly travel 31%

It’s important to talk to residents about what they care about most. The responses to our survey showed that “recycling at home” was the topic they were most interested in.

Interlinking topics can help broaden a resident’s climate change knowledge. By focusing on an area they are more invested in (such as recycling at home) and then using that topic to branch off and speak about something related (in this case it could be waste reduction), your communications can move into areas that wouldn’t typically be on their radar.

A good strategy would be to prioritise the topics with what they are most interested in, then interlink other topics that are closely related.

3) What would encourage someone to take action?

  • Financial benefits and savings are a big motivator to get residents to act. Over 87% of respondents said that they would look at sustainable options for their homes (such as solar panels) if grants were made available.
  • Receiving regular, clear information and understanding the wider impacts around health and the environment came a close second.
  • Supporting local causes and being part of a community  – over 73% of people agreed that being able to support local charities and good causes would motivate them to change their behaviour and take more climate change actions. 

In our next blog, we’ll share how your climate action content can prompt residents to new habits and sustained environmental behaviour change over time.

Citizen Survey: The people's opinion on climate change

Do you know what your residents think about climate change?

Download our recent survey which includes:
 
  • The opinions of 2700+ households
  • A representative sample of people from across the UK

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