Energy Saving Trust

Home insulation – selling what people want

Thursday, December 2nd, 2010 | Our Philosophy | 2 Comments

beach holiday“Get your home insulated – get a free holiday on us” is the message from government, according to a report last week.

Good.

It’s great that the government has noticed that if we are to get people changing their lives – and houses – to save carbon we need to incentivise people, based on what people already care about.

Global Cool’s entire approach is based on:

  1. Making low carbon behaviour desirable
  2. Making it easy / affordable

Because if you can get people to want to do something, and then remove all the barriers to them doing it, they’ll do it.

It is enormously important to get people to insulate their homes, but to date most of the work on this, for example by central government, the Energy Saving Trust and The Green Deal has:

  1. Not done anything to make it desirable
  2. Not done much to make it easy. There has been work to make it more affordable (by creating a mechanism whereby homeowners can borrow the cost of the upfront work, which they can pay off through the savings from lower energy bills over time) but little around the other practical barriers like the hassle of cleaning out the loft to install insulation.

There’s been plenty of telling people to insulate. And, by way of making it desirable, some discussion of the financial savings. But those are pretty insufficient. People do what is fun, and what will happen soon. So, competitions to win holidays are good.

Doubtless, some will say that it’s inappropriate – that the government should rely on people’s “moral concern” for the environment, or should appeal harder to the financial benefit.

There is not time for those approaches. Global Cool takes – and advocates – a more pragmatic “whatever it takes” attitude: let’s do whatever it takes to get the carbon savings. If that is the bauble of winning a holiday, then fine.

Make it desirable, make it easy.

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We create content about music, fashion, celebrity and lifestyle trends. We use this content to inspire people normally turned off by climate change to lead greener lives. We reached more than 200,000 people in 2011 and we don't preach to the converted. In fact, 93% of our audience say we are the only green organisation they engage with.

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