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A wide-ranging analysis from the centre for Climate Change & Social Transformations (CAST) on behalf of the Climate Change Committee (CCC) reveals that substantial behaviour change is required across society to reach the UK’s ambitious net-zero 2050 target, with 60% of reductions needing to come from (or at least be endorsed by) consumers
In a series of recommendations for mainstreaming behaviour change approaches as part of the UK’s approach to climate policy, the report argues that:
The provision of information is important in some circumstances – for example for young people choosing a green career – and can provide a rationale for wider policy interventions. But the provision of information alone is not enough to shift consumption behaviours in society
Climate policies which are perceived to be fair are more likely to be acceptable to the public.
The public largely support a reduction in the consumption of red meat and dairy, with many already reducing their consumption of beef, pork and dairy products…altering the food environment, for example by taxing high-carbon foods, labelling, subsidising meat-free options, and increasing plant-based options, would be likely to encourage further (and more equitable) behaviour change
Many of those who fly are reluctant to reduce their air travel because of its associations with pleasure, freedom, and social status (although recent studies suggest social norms around flying may be shifting). Strategies targeting individuals, such as increasing climate awareness or concern don’t typically result in behaviour change when it comes to air travel.
However, a Frequent Flyer Levy or Frequent Air Miles Tax have the potential to be effective in reducing aviation demand and to be perceived as fair by the public.
New data from the spring 2026 wave of the DESNZ Public Attitudes Tracker shows that 1 in 10 owner occupiers have already installed solar panels on their home and a further 57% say they would definitely or probably do so in the next few years. This presents an increase from 52% who said the same in spring 2025 but is still slightly below peak values in spring 2023.
When asked about the main reasons for considering solar, those who were likely to install them listed cutting electricity bills (83%), the renewable nature of the technology (72%) and reduced dependence on the electricity grid (51%).
Among owner occupiers who were unlikely to install solar panels, the main reasons for not considering the technology were the installation being too expensive (55%) and the payback taking too long (53%).
When asked what would encourage them to consider getting solar, 3 in 4 owner-occupiers named better financial support for installation (75%), followed by a guarantee scheme to cover any faults or damage (50%) and better financial incentives to sell excess electricity back to the grid (44%). These three incentives remain unchanged as top 3 since spring 2024, emphasising that the high outlay cost remains the largest barrier for those eligible to install solar on their homes.
New data from the spring 2026 wave of the DESNZ Public Attitudes Tracker shows owner-occupiers are now more likely to say they already have or are likely to install a heat pump when they next need to change their heating system or boiler.
26% now say they have either already installed an air source heat pump or are very or fairly likely to install one when their heating system next needs upgrading. This is up 6 percentage points from the winter 2021 baseline and equals the previous peak from spring 2025. Change appears to be largely driven by fewer people saying they don’t know enough about the heating technology, now at 21%, which equals values in spring and summer 2025 but is down from 39% in winter 2021.
The share of owner-occupiers who say they are likely to install a ground source heat pump is lower, though an uptick from summer and winter 2025 is also observable here: 17% say they either already have or are very or fairly likely to install the technology next time their heating system needs upgrading, close to the highest point of 18% from spring 2025.
New research has revealed that politicians visibly ‘leading by example’ can substantially increase the willingness of members of the UK public to adopt further low-carbon lifestyle changes.
The study looked at over a thousand people’s responses to the examples of ‘high-profile individuals’ in a nationally representative survey. It found that the vast majority (86%) wanted to see politicians, celebrities and business leaders setting a good example in terms of their climate actions. Citizens were also more willing to adopt low-carbon actions, such as flying less, eating less meat, or driving an electric car if they saw leaders doing the same. At the same time, people’s overall approval of leaders who were setting a strong example improved.
Despite this, further investigation showed that politicians may currently be reluctant to publicise their personal climate-friendly actions due to fear of criticism for virtue signaling, or hypocrisy.
Together the work suggests that rather than pulling off ‘green stunts’, politicians’ consistency of action over time is crucial, and it can also be beneficial if they acknowledge that some changes may be too difficult or costly for everyone to make (such as buying an electric car or installing a heat pump).