Authored by Toby Park, Jake Reynolds et al., Behavioural Insights Team | September 2024

This report argues that 62% of Net Zero outcomes depend on behavior change and outlines a “4As” engagement framework: Awareness, Acceptance, Access, and Adoption. Supported by new UK survey data, it recommends long-term, independent, and coordinated public campaigns to drive adoption of low-carbon technologies like EVs, smart thermostats, and heat pumps. Case studies demonstrate effective messaging strategies for shifting public behavior.

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