EC1 3.c - Climate change and the home

 
 

This section report focuses on 'the home' and the issues involved in improving energy-efficiency and reducing emissions. The report considers key household activities and measures to mitigate their environmental impact - and provides evidence of how this varies between Canada, England and the USA. It also identifies and profiles 'Micro-Energy Leaders' - a potential target group for early adoption of new cleantech offerings for the home. 

  • What level of involvement do different household members have in making decisions about grocery shopping, doing laundry and undertaking major house improvements? How does this tend to vary by household composition?
  • Amongst those who are involved in the decision-making, what specific kinds of 'green activity' are undertaken with regard to groceries, laundry and major house improvements?
  • What proportion of the public is likely to install energy efficiency solutions at home? What are the most popular?
  • What is the profile and regional distribution of 'Micro-Energy Leaders' - those passionate about home energy efficiency and generation?
  • How do any of these questions differ from country to country, between demographic groups, and between 'Climate Citizens', 'Mild Greens' and 'Sceptics & Uninvolveds'?
  • 'Challenge your assumptions on how to market your low carbon product, 5 top tips based on international primary research data', presentation to SustainabilityLive! Conference, April 2010, slides 32-34 - based on this data.
  • 'When distance is dead, it pays to consider global patterns first'. Article for December 2010 edition of Sustainable Business magazine.

Quotes:

"There is strong evidence that a concern about tackling climate change does indeed provide a degree of motivation for people to make efforts to improve the energy efficiency of their homes."

"Micro-Energy Leaders are more likely to be 'Climate Citizens', men with children, and those who live in larger households."

 

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View the Introduction & Contents pages for this section report.

 

CONTENTS; 148 pages

 
Introduction 3
Key Insights 13
Methodology 15
Report Results 20
Attitudinal segmentation to climate change 21
Canada Data 29
Canada - Top-line household statistics for energy systems & insulation 31
Canada - Perceived need for air-conditioning 39
Canada - Responsibilities & attitudes towards doing laundry 42
Canada - Responsibilities & attitudes towards buying groceries 46
Canada - Responsibilities & attitudes towards undertaking major house improvements 51
Canada - Intent to install a renewable energy solution or improve energy efficiency of home 57
Canada - Identifying the potential leaders for micro-generation 63
England Data 67
England - Top-line household statistics for energy systems & insulation 69
England - Perceived need for air-conditioning 77
England - Responsibilities & attitudes towards doing laundry 80
England - Responsibilities & attitudes towards buying groceries 85
England - Responsibilities & attitudes towards undertaking major house improvements 90
England - Intent to install a renewable energy solution or improve energy efficiency of home 96
England - Identifying the potential leaders for micro-generation 102
USA Data 106
USA - Top-line household statistics for energy systems & insulation 108
USA - Perceived need for air-conditioning 117
USA - Responsibilities & attitudes towards doing laundry 120
USA - Responsibilities & attitudes towards buying groceries 125
USA - Responsibilities & attitudes towards undertaking major house improvements 130
USA - Intent to install a renewable energy solution or improve energy efficiency of home 136
USA - Identifying the potential leaders for micro-generation 142
Further Analysis 146
Survey Release Outline 147
Addendum 148