Supporting Consumers in the Transition to Net Zero

The policies required to meet net zero targets will need action much more directly from people, and not solely by the Government and businesses. This means that the changes needed will be much more visible in people’s everyday consumption choices, whether that’s how they travel, heat their homes, choose what to buy or eat. This will require complex and, in some cases, costly changes and the right type of support. 

To understand the issues facing consumers, and identify the priority policy actions that are now needed to support them, Which? undertook a survey of over 3000 people around the UK (representative of the UK population and nations), and hosted a series of expert roundtables to explore some of the barriers facing consumers when making lower-impact choices.

Our consumer research has found that most people understand the urgent need to act to tackle climate change, and many people are already taking action to be more sustainable. However, these actions aren’t yet on the scale of what is needed – there’s a mismatch between what most people think will have the most impact, and the changes experts think are most needed. People are looking to the Government to do much more to support them.

Executive Summary

This is a crucial year for action to tackle climate change. The UK, like many other countries, is already experiencing more extreme weather patterns as the impacts of global warming become far more real. The UK’s Climate Change Committee (CCC) made it clear in its most recent risk assessment that adaptation action has failed to keep pace with the worsening reality of climate risk. Far more ambitious action is therefore needed if the Government is to mitigate the impacts and achieve its commitments to reach net zero by 2050. This is also the year that the UK is taking a global lead on climate change as host of the UN Climate Change Conference (COP 26) in Glasgow, providing a real opportunity for meaningful change and policy action.

The CCC has made it clear that the policies required to meet net zero targets will need action much more directly from people, and not solely by the Government and businesses. This means that the changes needed will be much more visible in people’s everyday consumption choices, whether that’s how they travel, heat their homes, choose what to buy or eat. This will require complex and, in some cases, costly changes and the right type of support. It would be all too easy to dispute or delay the need for action - but that is no longer an option given the urgency and gravity of the issue.

To understand the issues facing consumers, and identify the priority policy actions that are now needed to support them, Which? undertook a survey of over 3000 people around the UK (representative of the UK population and nations), and hosted a series of expert roundtables to explore some of the barriers facing consumers when making lower-impact choices.

Confusion and lack of support

Our consumer research has found that most people understand the urgent need to act to tackle climate change, and many people are already taking action to be more sustainable. However, these actions aren’t yet on the scale of what is needed – there’s a mismatch between what most people think will have the most impact, and the changes experts think are most needed. People are looking to the Government to do much more to support them. 

Choices that would have the greatest impact on households’ emissions, such as changing diets, mode of transport or shifting to low carbon heating systems are less commonly acted upon compared to easier and cheaper changes. People are more likely to be trying to reduce household waste, use products in a more energy-efficient way or limit their use of single-use plastics, actions that are more within people’s direct control, can be immediately acted upon and that have received a lot of media attention. 

There’s a strong belief that the Government and businesses are not doing enough to tackle the barriers to making lower carbon choices, with the devolved Governments also faring poorly. Half of people (51%) want the Government to be more ambitious and ensure retailers and manufacturers support consumers to do the right thing. Three-quarters think the Government’s net zero targets will not be met unless this support is forthcoming.

We have focused on four areas – electric vehicles, low carbon heat, low carbon products and food choices – where our review of the evidence has shown change will be crucial to reduce household emissions, and where there is, therefore, a clear need for greater government and business support for consumers. Consistent barriers include affordability, a lack of knowledge, a lack of accessible and trusted information to guide specific choices and a lack of policy coherence. 

Actions in the following areas will go a long way to supporting consumers in making lower-impact decisions and choices: 

1. Low carbon transport – electric vehicles

Transport is the UK’s largest source of carbon emissions, and road transport is an important contributor. Reducing road travel and incentivising shifts to public transport or active modes of travel - such as walking and cycling, which also offer additional health benefits – can bring significant emissions reductions. Not everyone has a car or needs one, but for those that do, switching to an electric vehicle (EV) at the right time is an important change to make to help reduce emissions. Recognising this, the UK Government has committed to phasing out the sale of new petrol and diesel cars by 2030 and hybrids by 2035. 

But our research shows how owning an electric car is not on the agenda for most people. Just two in five (41%) drivers signal some intent to buy an EV, with intention more common among younger people and higher earners. Consumers identify multiple barriers to buying an EV with perceptions of vehicle performance, particularly ‘range anxiety’ or how far a driver can go on a single charge (44%), the biggest obstacle. Access to charging points when at home or on journeys, how long vehicles take to charge and concerns about increased stress associated with running an EV and planning journeys are also important. A third (34%) of consumers say that it is the upfront costs of an EV and ongoing running costs (14%) that put them off buying one

While there are some misconceptions about electric cars that need to be dispelled, such as how long a car can travel without needing to recharge, our roundtables reinforced some of the fundamental challenges that still need to be addressed for consumers to switch easily to an EV. Which?’s investigations have also highlighted the complexity of the charging system and problems with accessibility – from lack of interoperability to complicated payment methods. It can also currently take up to ten years to recoup the initial cost of buying a new EV, even when current government grants are taken into account. 

A coherent strategy needs to be developed across all of the UK Governments and the car industry to support consumers’ change to an EV, as part of the wider transition to low-carbon transport – and ensure that EVs are an option for all consumers, no matter where they live in the UK, and not just the most affluent. This needs to include:

• Dispelling misconceptions about the performance of EVs, such as how far it is possible to travel before needing to recharge
• Urgent investment in an easily accessible, affordable, and joined up charging infrastructure that will keep pace with future demand and support consumers wherever they live in the UK and whether or not they have off-street parking.
• Making sure that the transition to EVs is fair and equitable, and that they are an affordable option for all consumers.

2. Low carbon heat

Direct greenhouse gas emissions from buildings account for 17% of UK emissions, mainly the result of burning fossil fuels for heating. Of the 29 million existing homes across the UK, at least 19 million still need to be made low-carbon, low-energy and resilient to a changing climate [1]. Energy efficiency is a vital first step toward decarbonising existing homes, acting as a precursor to replacing gas central heating with lower carbon systems.

The most likely pathway to decarbonising home heating is replacing gas fired central heating (installed in 85% of homes today) with heat pumps. A gas and oil boiler ban will apply in new-build homes from 2025. The Prime Minister’s ten point plan envisages increasing heat pump installation from 30,000 per year to 600,000 per year by 2028. But the CCC has recommended an even higher target of 1.1m heat pumps installed per year by the mid 2030s. Different challenges will be faced in different parts of the UK. In Northern Ireland, for example, around two thirds of homes currently rely on oil boilers and just a third on gas boilers.

Despite the importance of addressing home heating in order to deliver on net zero our research shows that few people view it as a priority for change, relative to other issues.

Consumers identify multiple barriers to moving to low-carbon heating, but the cost of making changes is the biggest concern by far. Almost three-fifths (56%) of consumers say cost puts them off, with a third (32%) also concerned over the increased running costs of changes. There is also underlying confusion and uncertainty. The low-carbon heating market is unfamiliar and perceived to be complex and difficult to navigate.

People are also largely unaware of forthcoming changes to how we heat our homes. Just 13% feel they know a lot or a fair amount about the need to move to a low-carbon heating system for the UK to meet its net zero target – and only 16% feel they know a lot or a fair amount about government plans to ban the installation of new gas or oil boilers by the mid 2030s. Given the costs associated with moving to a low-carbon heating system, consumers support measures that would make these systems more affordable or which would stimulate the market to make it more competitive and reduce the cost of these systems.

Our expert roundtable also emphasised the importance of a fair heat deal that supports the poorest households whilst making sure that other households have the right balance of incentives and support to encourage change, backed up with the right consumer protection in the short and longer term.

As one of the most important, as well as most complex areas where change is needed, the Governments need to urgently set out a clear strategy for supporting consumers to make their homes more efficient and heating systems low carbon, including:

• Providing accessible, unbiased guidance on the changes that people need to make to their homes.
• Putting in place robust consumer protections so that consumers can have confidence in the reliability and safety of these relatively novel, costly products and their installation, including access to skilled, trusted installers – and are able to enforce their consumer rights if anything goes wrong. This includes clamping down on rogue traders and scammers.
• Expanding the financial support that is available, including predictable and well-advertised grants, low-cost loans and financing and ensuring there are specific support schemes for people who are fuel-poor, in vulnerable circumstances or less able to afford these changes.

Finding the right, long-term policy balance between the market and state support will be critical, not least because past failures have discouraged homeowners, landlords and tradespeople from responding.

3. Low-carbon products

How we buy, use and dispose of consumer products is a fundamental issue that needs to be addressed in order to reduce household carbon emissions, as well as reduce other environmental impacts. This has been an increasing policy focus over the past two decades, with a steady expansion of initiatives and in some cases regulation, to support lower-impact choices by informing consumers about the energy use of the products they buy, incentivising improvements by manufacturers through ecodesign regulations and making it easier to recycle. While the market has seen a steady improvement in energy efficiency, gaps remain, and product longevity, repair options and recycling and reuse rates still need to be tackled

Over half (56%) of consumers claim they take environmental sustainability into account a great deal or a fair amount when choosing white goods; closer to a third (31%) claim to take sustainability into account when choosing to buy new technology products. However, when asked what specific factors they take into account when choosing either a washing machine or mobile phone, performance and running costs are as, if not more, important. 

The extent to which the environmental impact is taken into account also depends on the products. Our research suggests that it is currently a bigger factor when buying a washing machine, compared to a mobile phone for example. Almost eight in ten (77%) consumers identify something which would put them off buying a more sustainable product.

By far, the most common barrier, and well ahead of other concerns, is the perception that energy-efficient products are too expensive (37%). There also appear to be particular issues with not knowing what or who to trust when it comes to environmental sustainability or not having access to the information necessary to make an informed choice. Nine in ten wanted clear information on how long a product is likely to last (90%) and clear energy labelling of products online and in-store (87%). Eight in ten think more information on repairability of products (83%), recyclability (84%) or having a trademark/badge to show a product had been manufactured in a sustainable way (82%) would be beneficial.

Which?’s low carbon products expert roundtable emphasised the importance of building on existing ecodesign regulations to drive improvements and help take the least efficient products off the market. This also needs to take account of emissions generated by products manufactured overseas and the complex nature of supply chains.

The need to change attitudes to ‘needing new’ was also seen as important. People need to become used to owning products for longer and being more willing to get them repaired, for example. But they should also be able to expect more from manufacturers in terms of how long products will last. There are opportunities to make affordable, second-hand, high-quality, repaired products more readily available – but that also requires competent and safe repair services to be more affordable and accessible.

The Government needs to deliver on its commitment to be more ambitious in its approach to driving a circular economy, working with the devolved nations. This includes:

• Delivering on its commitment to go beyond existing ecodesign and energy labelling regulations to help to drive product improvements, longevity and remove the least sustainable products from the market. The regulations should be extended to cover a wider range of appliances such as gas hobs, microwaves and kettles and new rules to tackle premature obsolescence need to include technology products, such as mobile phones.
• Further improving labelling, for example, by ensuring energy labelling reflects how consumers actually use products, by including durability information and by exploring other approaches that will help consumers, such as a repairability indicator.
• Building on the recently adopted right-to-repair legislation, bringing more products within scope and through measures such as longer warranties, minimum requirements for software updates and longer availability of spare parts in line with the life span of the product to support a more attractive, affordable, accessible and safe route to repairs.

 4. Food choices

Agriculture contributes around 12% of UK carbon emissions, with food processing, transport and food waste also adding to the environmental harm caused by the food sector. The global food system is the single biggest contributor to biodiversity loss, deforestation, drought, freshwater pollution and the collapse of aquatic wildlife. Food is the second-biggest contributor to climate change, after the energy industry.

The evidence is increasingly clear about what people should be eating for both a healthy and a more sustainable diet, with a shift from meat and dairy-based diets to include more plant-based foods. But many barriers exist that make it difficult to follow this in practice.

Our research found that consumers’ sustainability considerations focus more on where their food comes from and how it is packaged, rather than what it is. Consumers recognise the food they eat contributes to their households’ emissions, although most underestimate the extent of its impact and misattribute exactly what about their food choices is bad for the environment. 

Over half (57%) say environmental sustainability influences their choice of food and groceries a ‘great deal’ or a ‘fair amount’ and nine in ten (91%) do something to try to reduce the impact of their food choices on the environment. The most common action taken by far is recycling food packaging, something seven in ten (69%) consumers do regularly to reduce their environmental impact. This is also the thing consumers think makes the biggest impact on their household’s emissions.

In contrast, although reducing meat consumption will be essential to meet net zero, just a fifth (23%) eat meals free from red meat or eat more plant-based foods/drinks (20%) on a regular basis. Three quarters (75%) of consumers identify something which puts them off doing more when it comes to buying more sustainable food. The most commonly perceived barrier by quite a margin is cost, with two fifths of consumers (37%) perceiving more environmentally sustainable choices as more expensive.

Consumers want the Government, retailers and food businesses to make it harder for them to choose options that are bad for the environment. When it comes to food retailers and food businesses, consumers support measures to remove plastics from their shelves, improve the availability of sustainable products and make sustainable foods more affordable. Consumers support food retailers and food businesses making changes to their packaging and see a role for the Government in requiring clear labelling on food packaging (53%) and putting tighter controls on the claims that can be made on foods (45%).

Food is a devolved issue. Food strategies have been developing at different paces and with a different focus across the nations. In July, Henry Dimbleby published a national food strategy, largely focused on England, but recognising the devolved interests. This called for ambitious measures to transform the food system so that it is both healthy and sustainable.

The Governments across the UK need to implement a range of measures, including through legislation, to drive sustainable, as well as healthier, food production and support consumers in making lower environmental impact choices. These require a whole food system approach and include:

• Alignment of objectives across all policies that are relevant for food, including agriculture and trade policy to support consumers in making lower impact choices, including establishing core food standards that will be applied to imports.
• Financial and other incentives, such as transparent reporting on the balance of foods sold and controls over food marketing, to ensure food businesses produce and promote more sustainable options.
• Development of dietary guidelines and a government-led, UK-wide labelling scheme to help consumers make lower environmental impact food choices.

Introduction

This is a crucial year for action to tackle climate change. The UK is already experiencing more extreme weather patterns as the impacts of global warming become far more real. The UK’s Climate Change Committee (CCC) made it clear in its most recent risk assessment that adaptation action has failed to keep pace with the worsening reality of climate risk [2].

The Intergovernmental Panel on Climate Change [3] even more recently set out a stark warning that climate change is widespread, rapid and intensifying, and some of the changes already set in motion - such as continued sea level rise - are irreversible over hundreds to thousands of years. The world has already warmed 1.1°C above pre-industrial levels and is likely to breach a crucial safe level of 1.5°C of heating in the mid-2030s, with a further ‘outer’ safety level of 2°C being breached around 30 years from now. The most recent decade (2011–20) was likely the warmest in 125,000 years and concentrations of carbon dioxide in the atmosphere are likely at their highest level in 2 million years. However, strong and sustained reductions in emissions of carbon dioxide and other greenhouse gases will limit climate change. Far more ambitious action is therefore needed if the government is to mitigate the impacts and achieve its commitments to reaching net zero by 2050.

This is also the year that the UK is taking a global lead on driving action to tackle climate change as host of the UN Climate Change Conference COP 26 in Glasgow. This, as well as the urgency of the need for action, is shining a light on government’s policy response and proposals. The Prime Minister has published a ten point action plan for tackling climate change and a net zero strategy will be published prior to COP26.

Most of the reductions in UK emissions that have been achieved to date have come from reduced fossil fuel use in the power sector, so have been largely invisible. The CCC has made it clear that future reductions will require much more action directly from people [4]. The policies required to meet net zero targets will therefore need action from consumers – and will be much more visible to our everyday lives, whether that’s how we travel, heat our homes or choose what to eat. Fundamental changes are going to be needed to how we choose and interact with products and services over a relatively short time span – and it is essential that the transition is fair and evenly distributed.

“Only a transition that is perceived as fair and where people, places and communities are well supported will succeed.”

- Committee on Climate Change

Against this backdrop, Which? has conducted new consumer research to understand how aware people are of some of the most important changes that are needed, the main barriers they perceive and the support they feel they need from government and businesses. Through this research, we spoke to people representative of the population across the entire UK and nations to understand their expectations, actions and priorities.

We also hosted a series of roundtables with key stakeholders from across the policy landscape to assess progress in areas that are particularly challenging, but key to the government achieving the necessary reductions in emissions: low carbon mobility, with a particular focus on electric vehicles (EVs); the transition to low carbon heating and energy efficiency; and low carbon consumer products with a focus on technology and white goods.

This paper draws on these findings and sets out key considerations for government in the interests of consumers in these areas, as well as the crucial area of changing diets, as it looks towards COP26 and wider ambitions to achieve net zero.

Consumer understanding and engagement

Our research finds that consumers seem to understand the urgency of the climate crisis with most people taking some action to be more sustainable. People support ambitious targets and meaningful change, but don’t always understand what they can most effectively do to reduce their own impact or what is already being done or proposed to support sustainable consumption. There is a mismatch between what people are doing now – and what they should be doing to have the greatest impact. People want more support, direction and help with where to start on what can seem a very complex issue.

Over half of consumers say environmental sustainability influences their choice of how they heat their homes, the food they eat, the goods they buy and how they get around (see chart 1). 

Chart 1: Actions taken regularly to reduce consumers’ impact on the environment

Consumers’ experiences during the pandemic have also maintained or strengthened their priorities. Three-fifths (62%) say taking more sustainable actions is more of a priority in at least one area (see chart 2). Over a third say reducing food waste, buying more durable products and reducing unnecessary use of single use plastic is more of a priority since the pandemic began.

Chart 2: Impact of the pandemic on how consumers prioritise sustainable actions

Limited awareness of government ambitions

Awareness of the UK governments’ target to reach net zero by 2050 is relatively low. While three-fifths (58%) of people know something about it, just a quarter (23%) say they know ‘a lot’ or ‘a fair amount.’ Around one in five (17%) consumers had not heard about net zero before participating in our research, with almost a quarter (23%) of Northern Irish respondents saying they had not heard of it.

Chart 3: Knowledge of the government's Net Zero target

Too little action

Paired with this there was a strong belief that not enough is being done. Almost half (46%) think the UK Government is doing too little to support consumers to make more sustainable choices, with the devolved governments faring  similarly poorly and, in the case of Northern Ireland, much worse (see chart 3). Private and third sector organisations do little better with only consumer groups perceived by a majority (53%) as doing the right amount when it comes to the environment.

This perception of inaction is informed partly by consumers’ awareness of the government’s net zero targets, just 23% of whom know ‘a lot’ or ‘a fair amount’ about what these are. Those with high awareness are significantly more likely to say the government provides the right amount (30%) of support, compared with 21% of those who have never heard of it. 

Chart 4: Perceived appropriateness of actions taken to support consumers to make more environmentally sustainable choices, by organisation type

Paired with this perceived lack of action and support, there is misalignment between consumers’ perceptions of what household level actions have the biggest negative impact on the environment and what the data tells us actually does (see Chart 5). Issues which have received intense media attention, such as plastics and recycling, while important, are typically seen as having a far greater environmental impact than they actually do. In contrast, issues which have a greater negative environmental impact, such as consumers’ dietary choices and choice of home heating feature lower down the list. 

Chart 5: Consumers perceptions of actions that have the greatest impact on the environment

This lack of awareness may have a real impact on the actions consumers take. While our data shows consumers are willing to and do make pro-environment choices (see chart 1), these actions are typically quite easy to do and fit into their existing lifestyles, but have less of an impact on their households’ emissions. Yet, they are also the ones consumers think make the biggest difference. 

Choices which would have the greatest impact on households’ emissions, such as changing diets, mode of transport or home heating systems, are less commonly acted on. While this may be because these actions are harder for consumers to do – they may cost them more time or money or disrupt their current lifestyles – it could also be because they are not aware how great a contribution these things make to their households’ emissions.

Help me do the right thing, but in a fair way

Half of UK consumers (51%) want the government to be more ambitious in its plans to achieve net zero by 2050. Three quarters (77%) of consumers think that government targets will not be met if retailers and manufacturers do not support consumers to do the right thing. 

"Why wait till 2050 when we see other countries promoting it aggressively and the actions can be seen right now on the ground” 

- Female, 37, North West

However, the type of support matters. While there is typically strong support for the government, retailers and manufacturers to introduce measures to make it easier for consumers to be more sustainable there is general discomfort with bans – for instance, on new petrol/diesel vehicles or types of home heating – compared with more supportive measures that would incentivise more environmentally sustainable choices. There was also a common wish that those least able to pay should not bear the brunt of costs associated with moving to more sustainable forms of consumption. 

“What will the government do to support poor people who can’t afford to make the changes themselves?”

- Female, 33, East Midlands

“I would like to know they would implement plans to make this sustainable for low income families”

- Male, 41, Scotland

Supporting consumers to transition

 Low carbon transport: electric vehicles

Transport is the UK’s largest source of carbon emissions and road transport is an important contributor. Reducing road travel and incentivising shifts to ublic transport or active modes of travel (eg. cycling, walking) can therefore bring significant emissions reductions. Not everyone has a car or needs one, but for those that do, switching to an electric vehicle (EV) at the right time is an important change to help reduce emissions. Recognising this, the UK Government has committed to phasing out the sale of new petrol and diesel cars by 2030 and hybrids by 2035.

The CCC has stressed that for the transition to zero emissions vehicles to have a meaningful impact on the UK’s net zero ambitions, battery EVs must comprise almost 50% of new car sales by 2025, with hybrid technology playing a limited role [5].

In 2019 there were 31.9m cars and 4.2m light goods vehicles in the UK. In March 2021 sales of battery electric cars and plug-in hybrids accounted for a combined 13.9% of the market, up from 7.3% a year earlier, a total 22,000 electric cars and another 17,000 plug-in hybrids [6].

In its sixth carbon budget, alongside recommending the introduction of a zero-emission vehicle mandate for manufacturers, the CCC stressed that enabling the rapid take-up of EVs across society will be vital to delivering emissions reductions in transport. It recommended strong consumer incentives to purchase zero-emission vehicles (eg. purchase subsidies). It also stressed the need to continue to support the EV charging infrastructure including investment to support on-street and other urban charging solutions for those without off-street parking, and to support charging when travelling to destinations away from home.

A recent Which? report [7] highlighted the problems consumers face with the current charging system, including a lack of universal access and confusing payment systems. Our research has also highlighted how the high upfront costs required to purchase an EV can take as long as ten years to recoup [8].

In the past year, there has been an increasing focus on the policy and infrastructure changes needed to support a transition to net zero. The Office for Zero Emissions Vehicles (OZEV), a joint BEIS and DfT initiative, has consulted on the consumer experience at electric charge points and the Competition and Markets Authority (CMA) has conducted a market study into the infrastructure, calling for a clear national strategy [9]. Both the Public Accounts Committee [10] and Transport Committee [11] in the House of Commons have been critical of the scale and pace of action and criticised the government for lacking a clear plan for the necessary transition. This is a devolved area of responsibility and different policy approaches are emerging.

For example, the Scottish Government has invested over £45m in total since 2011 to establish a national public charging network, leading to a greater density of rapid charge points in Scotland compared with the rest of the UK.

Consumer unease

Our research shows how owning an electric car is not on the agenda for most people, with the perceived performance, upfront costs and concerns about access to charging being major barriers to uptake. Just two in five (41%) drivers signal some intent to buy an EV, with intention more common among younger people and higher earners.

Similarly, while the proportion of people comfortable (44%) and uncomfortable (49%) moving to an EV seems to be in balance, the strength of feeling on the uncomfortable side is substantially more negative (see chart 6). A quarter (24%) of people are very uncomfortable while one in eight (13%) are very comfortable. As with intention to purchase, younger consumers and those who are more affluent are significantly more comfortable switching to a solely EV (see box). 

Chart 6: Consumers’ comfort with changing to a solely electric vehicle 

Consumers identify multiple barriers to buying an EV with perceptions of vehicle performance, particularly ‘range anxiety’ or how far a driver can go on a single charge (44%), and the practicalities of EV ownership at the forefront of people’s minds (see chart 7). Access to charging points when at home or on journeys, how long vehicles take to charge and concerns about increased stress associated with running an EV and planning journeys may contribute to consumers’ lack of comfort going electric. Many of these issues are of greater concern for respondents in the devolved nations than in the UK as a whole.

"How will I be able to drive an electric car from Nottinghamshire to Aberdeen overnight as a single female who will be scared to hang about in the dark waiting for it to charge?”

- Female, 56, Scotland

Cost is also a concern. A third (34%) of consumers say the upfront costs of an EV and ongoing running costs (14%) put them off buying one.

Chart 7: Perceived barriers to switching to an electric vehicle

Inaccurate perceptions

Consumers’ perceptions of what owning an EV may be like may not reflect reality – roundtable attendees challenged some of respondents’ views as outmoded (see below). That said, there is a clear need for more support to go electric among consumers. Most (85%) identify something which would encourage them to go electric, with the relatively consistent levels of support across measures suggesting multiple interventions might help consumers make the switch (see Chart 8). 

Consumers are also positive towards the government building more EV charging infrastructure(73%) and investing in innovation in new EV technology to increase battery life and reduce charge times (73%). Support for more assertive measures, such as the ban on new petrol and diesel cars, is modest in comparison (48%) indicating the importance of providing support for consumers to embrace EVs.

Chart 8: Things which would encourage consumers to make their next vehicle electric

Rating of supportive measures

Consumers think a range of measures would be helpful for supporting EV ownership (see chart 9). Most perceive making charging EVs a simple process by ensuring charging points are easily accessible and compatible with vehicles regardless of brand as helpful. 

Consumers also see making EVs cheaper to buy and run as helpful. Northern Irish consumers, who incidentally have the lowest disposable income of all the UK, are more likely to say financial incentives would encourage them to get an EV.

Chart 9: Perceived helpfulness of measures to support electric vehicle ownership

Action needed

A coherent strategy needs to be developed across all of the UK governments and the car industry to support consumers’ change to an EV, as part of the wider transition to low-carbon transport – and ensure that EVs are an option for all consumers, no matter where they live in the UK, and not just the most affluent. This needs to include:

• Dispelling misconceptions about the performance of EVs, such as how far it is possible to travel before needing to recharge.
• Urgent investment in an easily accessible, affordable and joined up charging infrastructure that will keep pace with future demand and support consumers wherever they live in the UK and whether or not they have off-street parking.
• Making sure that the transition to electric vehicles is fair and equitable, and that they are an affordable option for all consumers.

Low carbon heating

Direct greenhouse gas emissions from buildings account for 17% of UK emissions, mainly the result of burning fossil fuels for heating. Of the 29 million existing homes across the UK, at least19 million still need to be made low-carbon, low-energy and resilient to a changing climate [13].

Energy efficiency is a vital first step toward decarbonising existing homes, making them warmer and cheaper to run, improving health inequalities, tackling fuel poverty and acting as a precursor to replacing gas central heating with lower carbon systems, such as electric heat pumps (see below).

The energy efficiency performance of a building is currently assessed by an Energy Performance Certificate (EPC). These are graded on a scale of A (most efficient) to G (least efficient). To achieve net zero, the CCC has recommended that all buildings achieve EPC C over the next 10 to 15 years. Yet the latest government data has indicated that 16 million homes in England and nearly 19 million homes across the UK have EPC ratings of D or worse.

The most likely pathway to decarbonising home heating is replacing gas fired central heating(installed in 85% of homes today) with heat pumps, and a gas and oil boiler ban will apply in newbuild homes from 2025. Heat pumps are a highly efficient alternative form of electric heating, which coupled with the ongoing rapid decarbonisation of grid electricity, means they have the potential to deliver CO2 savings of 60–70% compared to conventional electric heating, and 55–65% compared to an A-rated gas boiler. As the grid decarbonises further in coming decades, the carbon savings delivered by heat pumps are expected to increase further towards 90–100% CO2 emissions reduction by 2050.

Approximately 240,000 heat pumps are operational in the UK in total. This figure is still very low compared to the 26 million fossil fuel (including oil) boilers estimated to be installed in UK buildings and represents less than 1% of all installed heating systems. As a nation we install around 4,500 new gas boilers every day, adding up to 1.6 million per year in both new and existing homes. Each of these will remain in use for 12 to 15 years [14].

The Prime Minister’s ten point plan envisages increasing heat pump installation from 30,000 per year to 600,000 per year by 2028. But the CCC has recommended an even higher target of over 1m heat pumps installed per year by 2030.

Government policy over the last decade to decarbonise domestic heating and improve energy efficiency has largely failed, reaching back to the 2013 Green Deal through to the most recent withdrawal of the Green Homes Grant, despite significant household and installer interest [15].

However, 2026 will see the Energy Company Obligation (Eco) increased from £640m pa to £1bn to help fuel poor and vulnerable households. Greater support has also been provided to the Homes UpgradeGrant, Local Authority Delivery Scheme and the Social Housing Decarbonisation Fund Demonstrator, whilst the Renewable Heat Incentive for domestic premises has been extended to 2022.

Publication of new heat and building strategies is imminent and depending on the approach in different parts of the UK, these are likely to see issues such as green mortgages, stamp duty rebates, zero interest loans, reducing VAT on energy efficiency, optional salary sacrifices, council tax flexing and minimum standards included. Different levels of support are currently available in different parts of the UK. For example, the Scottish Government’s Home Energy Scotland helpline is run with the Energy Saving Trust, providing tailored advice on going green, including access to accredited installers [16].

Limited consumer awareness

Despite the importance of addressing home heating in order to deliver on net zero, our research shows that few people view it as a priority for change, relative to other issues. This is despite consumers seeing a link between how they heat their homes and environmental sustainability:

• 94% engage in environmentally sustainable behaviours when using energy, heating and hot water.
• 84% have made at least one change to their home to be more environmentally sustainable.
• 63% say environmental sustainability influences their choice of how they keep their home warm either a great deal or a fair amount.
• 58% say environmental sustainability influences their choice of energy provider either a great deal or a fair amount.

Chart 10: Behaviours regularly engaged in to be more environmentally sustainable when using energy, heating and hot water in home

Chart 11: Measure installed in current home to be more environmentally sustainable when using energy, heating and hot water in home

However, it appears that consumers underestimate the extent to which home heating contributes to household emissions. While data from Defra and BEIS shows that how we heat our homes, insulation/energy efficiency and choice of energy provider together form the third greatest household contribution to emissions (behind choice of diet and transport choices), less than a quarter of respondents identify an issue connected to home heating as having the biggest negative impact on the environment. 

Cost and complexity

While many consumers take actions (see chart 10) or have made changes to their home (see chart 11) to be more environmentally sustainable, the actions consumers most commonly undertake are not especially onerous or costly. Few have taken more impactful measures, like retrofitting their homes or installing low-carbon heating – which are more disruptive and costly, but also more important in terms of environmental impact.

Although consumers identify multiple barriers to moving to low-carbon heating (see chart 12), the cost of making changes is the biggest concern by far. Almost three-fifths (56%) of consumerssay cost puts them off, with a third (32%) also concerned over the increased running costs of changes. There is relatively little differentiation between the other factors although the underlying theme is one of confusion or uncertainty. The low-carbon heating market is unfamiliar and perceived to be complex and difficult to navigate, with consumers feeling they lack both the knowledge and access to the support they need to make informed decisions. 

“How does a heat exchange pump work, how much will it cost to installand how much will it cost to run compared with current installations?”

- Male, 61, Scotland

Chart 12: Things which would put consumers off having a low-carbon heating system installed in their home

In addition to having low knowledge of the extent of home heating’s contribution to household emissions and confusion over where to go for advice and guidance, consumers are largely unaware of government-led changes to regulation of how we heat our homes: 

• 13% feel they know a lot or a fair amount about the need to move to a low-carbon heating system for the UK to meet its net zero target.
• 17% feel they know a lot or a fair amount about government plans to ban the installation of new gas or oil boilers by the mid 2030s. 

This may mean that consumers currently lack the necessary catalyst to make the switch when their current heating system reaches the end of its useful life (or even before). 

Support needed

Given the costs associated with moving to a low-carbon heating system, consumers support measures that would make these systems more affordable or which would stimulate the market to make it more competitive and reduce the cost of these systems (see chart 13). Eight in ten (84%)respondents rate grants as very or fairly helpful to making their home more energy efficient.A similar proportion (76%~79%) support using tax incentives to encourage consumers to use more energy efficient appliances or refurbish their homes. 

Chart 13: Perceived helpfulness of measures to make consumers’ homes more energy efficient

Action needed

As one of the most important, as well as most complex areas where change is needed, the governments need to urgently set out a clear strategy for supporting consumers to make their homes more efficient and heating systems low carbon, including:

• Providing accessible, unbiased guidance on the changes that people need to make to their homes.
• Putting in place robust consumer protections so that consumers can have confidence in the reliability and safety of these relatively novel, costly products and their installation, including access to skilled, trusted installers – and are able to enforce their consumer rights if anything goes wrong. This includes clamping down on rogue traders and scammers.
• Expanding the financial support that is available, including predictable and well-advertised grants, low-cost loans and financing and ensuring there are specific support schemes for people who are fuel-poor, in vulnerable circumstances or less able to afford these changes. Finding the right, long-term policy balance between the market and state support will be critical, not least because past failures have discouraged home owners, landlords and tradespeople from responding.

 Low-carbon white and tech products

How people buy, use and dispose of consumer products is a fundamental issue that needs to be addressed in order to reduce carbon emissions, as well as reduce other environmental impacts. This has been an increasing focus of policy over the past two decades, with a steady expansion of initiatives and in some cases regulation, to support lower impact choices by informing consumers about the energy use of the products they buy, incentivising improvements by manufacturers through ecodesign regulations and making it easier to recycle white and technology goods. While the market has seen a steady improvement in energy efficiency, product longevity, repair options and recycling rates remain major issues that still need to be tackled.

The UK was a member of the EU when a new range of measures were being agreed to drive a transition to a low carbon economy, including expanding ecodesign regulations, updating energy labelling and encouraging a repair culture. There has been a commitment to go even further now that the UK can shape its own regulations. The Environment Bill will provide a range of measures to help deliver on this – from empowering the devolved nations to take measures to improve resource efficiency, to powers to regulate local authority approaches to recycling. 

Some measures have already been implemented. Fridges, washing machines and televisions should soon be cheaper to run, easier to repair and last longer under recent energy efficiency and eco-design legislation [18]. This also brings in new rules for electrical products to tackle ‘premature obsolescence’ – which leads to unnecessary and costly replacements for the consumer.

But there are some important omissions. The products included in these regulations are still limited - smartphones won’t be included for example. However, there are some positive developments in terms of encouraging longevity through product repairs. Manufacturers will be legally obliged to make spare parts for some products available to consumers for the first time– so that electrical appliances can be fixed more easily. The move is expected to extend the lifespan of products by up to 10 years – preventing appliances ending up on the scrap heap sooner than they should and reducing carbon emissions at the same time – provided it is promoted so that consumers are able to take advantage of it.

From 1 March 2021, a new energy label has been introduced in the UK, which scraps the confusing A+, A++ and A+++ ratings and resets the scale back to A to G. This is designed to reinvigorate the sustainability race for manufacturers. At first, it will only affect washing machines, washer-dryers, dishwashers, refrigerators and televisions. Legislation covering lighting is being introduced separately, but tumble-dryers, ovens and other appliances remain the same for now.

From the start of 2021, large retailers have had to take back Waste Electrical and Electronic Equipment (WEEE) in-store rather than pay a fee to local authorities to do it on their behalf. This is expected to increase the number of in-store recycling points from 500 to 10000. The WEEE regulations [19] include most products that have a plug or need a battery, with ten broad categories defined within the Regulations.

Defra is also developing a Waste Prevention Strategy focused around three broad themes: products and design, including eco-design and consumer information requirements, and extended producer responsibility schemes; systems, including producer responsibility and related collection and take back services, encouraging reuse, repair, leasing businesses and supporting facilities, and encouraging greater transparency by local authorities and businesses; and information and data, including developing materials databases, product passports and encouraging voluntary corporate reporting.

There has therefore been progress, but beyond these policy proposals, significant challenges still remain to improve the sustainability of white and technology goods. These include reducing the desire to buy and use ever more new products, even if they are now produced to be more efficient.The carbon footprint of their manufacture, as well as their usage, needs greater attention, as well as how products become obsolescent too quickly (whether because of a lack of durability, issues with software and security updates, huge variance in update support between products for example). We still also throw a lot out, rather than recycle, repair or reuse. A record 53.6 million metric tonnes (Mt) of electronic waste was generated worldwide in 2019, up 21 percent in just five years [20]. In the UK, an estimated 2 million tonnes of WEEE items are discarded each year by householders and companies [21].

A shifting consumer culture

Sustainability partly informs consumers’ decisions around what products they buy, how they use them, and where they buy them from (see chart 14). Notably, the actions most commonly undertaken by consumers are those that are easy to do and don’t require significant lifestyle changes (e.g. limit use of single-use plastic), or which come with additional benefits to the consumer (eg. cost savings).

Chart 14: Actions taken regularly by consumer that impact the sustainability of their consumption

Over half (56%) of consumers claim they take environmental sustainability into account a great deal or a fair amount when choosing white goods; closer to a third (31%) claim to take sustainability into account when choosing to buy new technology products. However, when asked what specific factors they take into account when choosing either a washing machine or mobile phone, it seems performance and running costs are as, if not more, important.

When consumers are choosing a washing machine their top consideration is energy efficiency– seven in ten (70%) consumers take this sustainability related issue into account when making a purchase. Substantial numbers of consumers take other sustainability related issues into account when choosing a washing machine, such as durability (51%) and water usage (40%).

While this is heartening, other sustainability issues, such as the environmental commitments of the manufacturer (8%) and the environmental impacts caused in the making of the products (7%) were considered by fewer than one in 10 consumers, perhaps unsurprisingly well below factors linked to running cost, performance, functionality and safety. 

Sustainable considerations might be made because they deliver positive environmental impact and secondary benefits, such as cost savings. Energy efficient products are better for the environment and reduce consumers’ bills. A more durable product won’t need to be repaired as often. This suggests secondary benefits to sustainable choices need to be highlighted alongside environmental benefits. 

Chart 15: Consumers’ top five considerations when choosing a washing machine

When it comes to mobile phones, sustainability is less consistently a top priority and those sustainability issues that do feature typically also contribute to product performance. Although the sustainability related issues of battery life (70%) and durability (41%) feature highly, consumers give considerable consideration to their mobile’s operating system, the cost of a monthly contract, look/style, camera quality and data security. Importantly, as with energy efficiency, battery life can be understood as being as much about functionality and performance as it is about helping the environment, and it’s not clear what is driving consumers’ choice here.

Chart 16: Consumers’ top five considerations when choosing a mobile phone

Cost and lack of trustworthy information

Almost eight in ten (77%) consumers identify something which would put them off buying a more sustainable product. By far the most common barrier, and well ahead of other concerns, is the perception that energy efficient products are too expensive (37%). 

While there is relatively little difference in the proportions mentioning other barriers (see chart 17), there appear to be particular issues with not knowing what or who to trust when it comes to environmental sustainability or not having access to the information necessary to make an informed choice.

Chart 17: Things which would put off consumers buying consumer goods which are more environmentally sustainable

That consumers perceive themselves to lack information is reflected in the types of support they would consider helpful (see chart 18). Nine in ten consumers say having clearer information on their products likely durability (90%) and clear energy labelling (87%) would be helpful. Eight in ten think more information on repairability of products (83%), recyclability (84%) or having a trademark/badge to show a product had been manufactured in a sustainable way (81%) would be beneficial. 

Chart 18: Perceived helpfulness of measures to help consumers reduce the environmental impact of products in their home

Measures to reduce the cost to consumers of environmentally friendly products are also considered helpful. Almost nine in ten (87%) consumers think reducing taxes on more sustainable products would be helpful, while providing grants to consumers to buy sustainable products is attractive to eight in ten consumers (80%).

Action needed

The government needs to deliver on its commitment to be more ambitious in its approach to driving a circular economy, working with the devolved nations. This includes:

• Delivering on its commitment to go beyond existing ecodesign and energy labelling regulations to help to drive product improvements, longevity and remove the least sustainable products from the market. The regulations should be extended to cover a wider range of appliances such as gas hobs, microwaves and kettles and new rules to tackle premature obsolescence need to include technology products, such as mobile phones.
• Further improving labelling, for example, by ensuring energy labelling reflects how consumers actually use products, by including durability information and by exploring other approaches that will help consumers, such as a repairability indicator.
• Building on the recently adopted right-to-repair legislation, bringing more products within scope and through measures such as longer warranties, minimum requirements for software updates and longer availability of spare parts in line with the life span of the product to support a more attractive, affordable, accessible and safe route to repairs.

Food choices

Agriculture contributes around 12% of UK carbon emissions, with food processing, transport and food waste also adding to the environmental harm caused by the food system. A range of other environmental impacts sit alongside this. The recently published National Food Strategy [22] made it clear that the global food system is the single biggest contributor to biodiversity loss, deforestation, drought, freshwater pollution and the collapse of aquatic wildlife. Food is the second-biggest contributor to climate change, after the energy industry. The way that we eat is, therefore, destroying our environment, and a similar case can be made for our health, with a great deal of common ground over what we need to be eating for our own health as well as the health of the planet. 

The evidence is increasingly clear about what people should be eating for both a healthy and a more sustainable diet, but many barriers exist that make it difficult to follow this in practice.No official guidance exists on what people should be aiming to eat to reduce their environmental impact in the same way as it does for health, although the Government’s Eat Well guide does take into account sustainability considerations – and if followed would reduce the environmental impact of people’s diets [23].

Considerations in terms of how our food choices impact include:

• the level (as well as type) of meat and dairy consumption, because of the high emissions associated with production, compared with plant-based foods,
• a diet with a high carbon footprint or other environmental or sustainability impact more generally, eg. reliance on processed and/or imported food or drinks or unsustainably sourced feed, food, ingredients or other inputs; and,
• unnecessary food waste.

Sustainability has been an increasing focus for some parts of the food sector over several decades, with many food companies publishing their plans for how they will improve their supply chains and production practices. The environment has also been an increasing focus in the way that foods are marketed to consumers, through green claims and assurance schemes, responding as well as driving a market for plant-based alternatives for example. Initiatives such as the WasteResources Action Plan (WRAP) have helped to reduce food waste, although this still remains a major issue. Food waste from households and businesses is still around 9.5 million tonnes (Mt) per year. This had a value of over £19 billion a year, and would be associated with more than 25 Mt of greenhouse gas (GHG) emissions. WRAP has estimated that food that could have been eaten that gets wasted annually would make the equivalent of over 15 billion meals – enough to feed the entire UK population 3 meals a day for 11 weeks [24].

The food sector is very diverse, and tackling its impact on the environment remains a major challenge that requires a fundamental re-examination of the system, including how we produce and process food and how it is marketed, as well as the balance of what we consume.

Food and agriculture is a devolved area of policy. Since leaving the EU, the UK governments have to varying extents placed a stronger focus on how agriculture can become greener by linking farm support to environmental improvements that are more ambitious than those set out under the Common Agriculture Policy. The Agriculture Act 2020, which applies to England, for example, places a focus on ‘public money for public goods’ underpinned by an environmental land management scheme. 

In his recent National Food Strategy, commissioned by the UK Government, however, HenryDimbleby set out the case for a much more fundamental transformation with land management focused on a ‘three compartment model’ with semi-natural land, low-yield farmland and high yield farmland, as well as land that is appropriate for economic development and housing. 

His report also focused on incentivising food businesses to shift the balance of what they sell and, therefore, people consume, with a focus on tackling our reliance on junk food. The measures proposed included requiring retailers to report on the amount of meat they are selling, with a target of a 30% reduction, as well as measures to support consumers, including updated dietary guidance from the Food Standards Agency and for it to lead on development of a food labelling system to help people compare food products based on their environmental impact.

Defra is now considering his proposals and will publish a white paper to take forward a new strategy. Food policies already exist in other parts of the UK, although they are more aspirational than the specific measures set out in Dimbleby’s Plan. The Scottish Government will be publishing a Good FoodNation Bill in the coming year. Food Standards Scotland, as a distinct agency from the FSA operating in the rest of the UK, has also set out plans to place a greater focus on supporting sustainable diets [25].

Consumers’ changing attitudes

Our research found that consumers’ sustainability considerations focus more on where their food comes from and how it is packaged, rather than what it is. Consumers recognise the food they eat contributes to their households’ emissions, although most underestimate the extent of its impact and misattribute exactly what about their food choices is bad for the environment. 

Consumers focus on the unnecessary use of plastics, not recycling enough and wasting food, rather than the type of food they eat (see chart 1). Just one in eight (13%) identify the type of food consumers eat as households’ greatest negative impact on the environment, with half (51%) saying they know just ‘a little’ or ‘hardly anything’ about the impact of red meat consumption on the greenhouse gas emissions.

Few consumers eat less meat or plant-based foods for sustainability reasons, although almost all do something to improve the sustainability of their consumption. Over half (57%) say environmental sustainability influences their choice of food and groceries a ‘great deal’ or a ‘fair amount’, and nine in ten (91%) do something to try to reduce the impact of their food choices on the environment (see chart 19).

Chart 19: Actions consumers take on a regular basis to reduce their environmental impact on food consumption

As with the other areas already discussed, consumers focus their actions on things which are relatively easy to do or align with what they think matters most when it comes to sustainability. The most common action taken by far is recycling food packaging, something seven in ten (69%)consumers do regularly to reduce their environmental impact. This is also the thing consumers think makes the biggest impact on their household’s emissions (see chart 5).

In contrast, just a fifth (23%) regularly eat meals free from red meat, and 20% eat more plant-based foods, an action that would make more of a difference to their household emissions, but one that would likely require a shift in lifestyle. The third most commonly selected reason consumers say they are put off buying food that is more sustainable is that they are happy with their current diet and food choices (23%), with a further one in eight (16%) saying sustainable foods are just not as tasty and one in ten saying their friends and family’s preferences (8%) or their dietary requirements (7%) stop them doing more (see chart 20).

Perceived cost and confusion

Three quarters (75%) of consumers identify something which puts them off doing more when it comes to buying more sustainable food. 

Chart 20: Factors which would put consumers off buying food which is more sustainable/ environmentally friendly

The most commonly perceived barrier by quite a margin is cost, with two fifths of consumers(37%) perceiving more environmentally sustainable choices as more expensive – even though this should not be the case if choosing more plant-based foods – and as not being included in price promotions as frequently (19%). While cost appears to be the key perceived barrier, it seems many consumers face barriers finding the information they need in a format they can understand and trust. Others struggle to access sustainable foods or the facilities they need to be more sustainable, such as recycling and composting points.

Support for interventions

Consumers want the government, retailers and food businesses to make it harder for them to choose options that are bad for the environment people expressed strong support for a range of measures to make it easier to buy more sustainable foods. 

When it comes to food retailers and food businesses, consumers support measures to remove plastics from their shelves, improve the availability of sustainable products and make sustainable foods more affordable (see chart 21). 

Chart 21: Ways consumers think food retailers and food businesses could help them reduce the environmental impact of their food choices

Consumers also support measures that would improve the availability of information about the environmental impact of individual food items and their shopping baskets. Consumers support food retailers and food businesses making changes to their packaging and see a role for the government in requiring clear labelling on food packaging (53%) and putting tighter controls on the claims that can be made on foods (45%) (see chart 22). 

Chart 22: Ways consumers think government could help them reduce the environmental impact of their food choices

Eating less meat - a devolved issue?

Consumers from Wales, Scotland and Northern Ireland have different views on eating less meat and what role the UK Government should take in promoting red-meat free or low red-meat diets, than the UK as a whole. Respondents from all three of the devolved regions are less comfortable than the UK average with eating less red meat (see chart 23), which may reflect the importance of agriculture for these economies. They are also slightly less likely to feel positive about the government promoting red-meat-free or low-red-meat diets to reach their 2050 net-zero targets.

Chart 23: Self-assessed comfort reducing red meat consumption by devolved nation

Chart 24: Consumers’ positivity/negativity towards Government encouraging consumers to eat less red meat

Northern Irish consumers differ the most from the UK average. In addition to being less comfortable reducing their red meat consumption and supporting the government encouraging them to eat less red meat, they are significantly less aware of the contribution of red meat to greenhouse gas emissions and also less likely to have reduced their red meat consumption or to consume plant-based alternatives.

Chart 25: Actions regularly taken to reduce meat consumption by nation

Action needed

​The governments across the UK need to implement a range of measures, including through legislation, to drive sustainable, as well as healthier, food production and support consumers in making lower environmental impact choices. These require a whole food system approach and include:

• ​Alignment of objectives across all policies that are relevant for food, including agriculture and trade policy to support consumers in making lower impact choices, including establishing core food standards that will be applied to imports.
• ​Financial and other incentives, such as transparent reporting on the balance of foods sold and controls over food marketing, to ensure food businesses produce and promote more sustainable options.
• ​Development of dietary guidelines and a government-led, UK-wide labelling scheme to help consumers make lower environmental impact food choices. 

​Conclusion

​People and their consumption choices need to be put at the heart of our action as a nation to tackle the climate crisis, building on the impetus that COP26 provides. This is not a replacement for government and business action – or an excuse for inaction – but requires a joint effort. Our research highlights that people need effective support to help them make low-carbon choices– and that if they have this support, they are willing to do so. 

​In undertaking this research and hosting our roundtables, we have identified seven cross-cutting principles for more effective consumer engagement on low-carbon consumption choices that need to guide the UK governments’ approaches. This is in addition to our specific recommendations for the four areas that we have highlighted. These are essential for engaging, inspiring and supporting people in making low-carbon choices – as well as for ensuring public support for the range of ambitious measures that need to be adopted by policymakers.

​1. Joined up policy 

​Joined-up government and joined-up policy is essential to deliver the enormous transition to anet zero future at the pace now needed and within the practical constraints of cost and upheaval to people’s lives. Whether dealing with fundamental policies, such as the future UK approach to trade – or more specific regulatory issues, such as the safety, security and sustainability of consumer products – there needs to be a coordinated approach across government departments and regulators. They must be focused on common priorities and recognise the importance of consumers and their interests.

​2. A people-centred approach

​The transition from a coal-fired to wind-powered electricity system has happened with the involvement of a limited number of key players and without directly affecting most companies in the economy, let alone ordinary people. But the next great leaps we need to make are dependent on the buy-in and support of the vast majority of people in the UK and therefore ensuring that policy supports and motivates them in the way that they need whether at national or local level, recognising the domino effect that the right policy choices can have on corporate decisions and the choices made by people in their daily lives. 

​3. An equitable transition

​In driving the UK economy and its society fast towards a low-carbon future, there needs to be a clear recognition that many people don’t have the economic resources to participate in the transition, regardless of how much of a climate change crisis we face. The poorest sections of society cannot be penalised by the net zero transition, whatever the broader, long-term societal good – and shouldn’t miss out on the opportunities and benefits either (such as more efficient cars, better-insulated homes). They need to be supported financially and in terms of practical access to low-carbon living solutions.

 4. Clear information that people can trust 

​People need clear and trusted information to support them in making more sustainable choices. They are picking up the signals that the climate crisis is fueling more extensive and dangerous weather events but they struggle to link this consistently with their day-to-day purchasing decisions and have a clear sense of what they can do to make most difference. Where efforts have been made to provide carbon, and other sustainability information campaigns or product information – from cars to washing machines, homes and food – the approach can all too often be disconnected. There needs to be a coordinated net zero engagement campaign that acts as an anchor point for consistent consumer engagement, information and labelling around homes, cars, food and products, alongside practical measures that will support people in their everyday choices. 

​5. Phase out bad choices 

The need for a joined-up approach to engaging people in decision-making on their purchasing decisions can only be done in tandem with a policy and fiscal system that actively ‘sunsets’ bad, high-carbon choices. This is being done with sales of new petrol and diesel cars (2030), hybrids (2035) for example. The poorest performers in any market need to be phased out, applying the principles of an equitable net zero transition. Companies can no longer expect to put high-carbon products on the market and expect society to pay for the external costs of the carbon associated with their production, use and disposal.

​6. Low carbon and circular 

​There is rightly an enormous focus on shifting rapidly to a low-carbon future, but circularity also has to be a priority. Less resource use and less waste are desirable end goals in their own regard but will also help deliver a low-carbon future. Putting circularity at the heart of thinking about low carbon consumption will only help with progress. This includes establishing a functioning second-hand EV car market; encouraging the repair of consumer products; preventing food waste; and ensuring that as gas-fired central heating systems are removed, resources in them are recovered for recycling.

​7. Consumer protections fit for our sustainable future

Low carbon choices will require consumers to make complex and often costly decisions and often in evolving, new markets, leaving them vulnerable without adequate consumer protections. People, therefore, need to be supported by a framework of effective consumer rights and protections. They need to easily access the products and services that are right for them, with reassurance that they will perform effectively and be safe – and that they can trust the professionals and tradespeople who advise them and, where needed, refit, repair, or install. If things should go wrong, they must have a simple, but reliable route to effective redress.

Footnotes

[1] The sixth carbon budget, The UK’s path to Net Zero, Climate Change Committee, December 2020  ↑

[2] Independent assessment of UK climate risk, Climate Change Committee, June 2021  ↑ 

[3] Sixth Assessment Report, Intergovernmental Panel on Climate Change, August 2021  ↑

[4] The sixth carbon budget, The UK’s path to Net Zero, Climate Change Committee, December 2020  ↑

[5] Written evidence submitted by the Climate Change Committee (EVP0118)  ↑

[6] RAC Foundation  ↑

[7] Shock to the system, Which? magazine, April 2021 pp 12–17  ↑

[8] Electric car running costs compared, Which? magazine, August 2021 pp.46–49  ↑

[9] Electric Vehicle Charging market study, Final report, Competition and Markets Authority, July 2021  ↑

[10] Low emission cars, Public Accounts Committee, May 2021  ↑

[11] Zero emission vehicles, Transport Committee, July 2021  ↑

[12] Figures from cars assessed in Which? independent tests, under the current test programme (updated in 2017)  ↑

[13] The sixth carbon budget, The UK’s path to Net Zero, Climate Change Committee, December 2020  ↑

[14] Heat pump manufacturing supply chain research report, Final Report, BEIS, November 2020; Powering our net zero future, Energy White Paper, HM Government, December 2020  ↑

[15] Energy Efficiency of Existing Homes, Environmental Audit Committee, March 2021  ↑

[16] Net Zero Scotland: Lower my carbon footprint  ↑

[17] An air source heat pump costs around £8000 to £15000 to install, although some suppliers expect this to fall significantly within the next 18 months  ↑

[18] The Ecodesign for Energy-Related Products and Energy Information Regulations 2021  ↑

[19] The Waste Electrical and Electronic Equipment (WEEE) Regulations 2013  ↑

[20] UN’s Global E-waste Monitor 2020  ↑

[21] HSE Waste Electrical and Electronic Equipment recycling (WEEE)  ↑

[22] The National Food Strategy: The Plan, Independent Review, July 2021  ↑

[23] Public Health England: The Eatwell Guide  ↑

[24] Wrap: Why we need to take action on food waste  ↑

[25] Healthy, safe, sustainable: driving Scotland’s food future, our strategy from 2021 to 2026, Food Standards Scotland, May 2021  ↑

About

Which? is the UK’s consumer champion, here to make life simpler, fairer and safer for everyone. Our research gets to the heart of consumer issues, our advice is impartial, and our rigorous product tests lead to expert recommendations. We’re the independent consumer voice that works with politicians and lawmakers, investigates, holds businesses to account and makes change happen. As an organisation we’re not for profit and all for making consumers more powerful.