Understanding local attitudes to climate change and behaviour to reduce carbon emissions
What was this about?
Basingstoke and Deane Borough Council commissioned Public Perspectives to conduct research to better understand local attitudes and behaviour around the climate change agenda. This followed on from prior survey research that highlighted a gap between perceptions and behaviour, or in other words that some people say they do one thing and do another. This work was commissioned as part of the council’s development of a new climate change strategy and associated initiatives.
How did we do it?
Qualitative and ethnographic techniques were utilised given the requirement to develop a deeper understanding and follow-up on prior quantitative research. This included a series of focus groups and in-depth interviews across the borough with different demographics and segmented by different attitudes and behaviour.
What were the outcomes?
The research identified a combination of strategic and practical actions that could help support climate friendly behaviours. These included increasing awareness and access to information, grants and support alongside highlighting the local and personal benefits of climate friendly behaviour to the every-day lives of people living in the borough. These findings were presented to senior decision-makers and are informing the council’s new strategy and initiatives.