With climate change a key global issue, the coming years will see huge changes across the UK’s infrastructure, including how we heat and power our homes: a shift with major consumer impact. To address this challenge, Cadent partnered with Verve, combining our expertise in sustainability and behavioural science to explore the barriers and enablers of sustainable behaviour change.
Given the complexity of the topic, Verve developed a comprehensive 360° research methodology. This included a literature review and P.E.S.T. analysis to provide a foundational understanding of the current landscape and identify knowledge gaps. In-depth interviews with high-ranking academics offered deep insights into behavioural change theories and highlighted cultural and systemic differences across Europe. Additionally, over 35,000 social media posts were analysed to capture public consciousness, including reactions to media coverage and the spread of misinformation. Finally, a survey of over 3,000 participants across the UK, Germany, and the Netherlands assessed knowledge, attitudes, and behaviours related to net zero.
In combination, these data sources allowed us to develop a nuanced story, revealing that individuals are not inherently resistant to change, but there is resistance to change given that key conditions to facilitate change aren’t met. Looking forward, the study found that there are key four spheres of influence, including leadership, infrastructure, communication, and individual actions, that must work cohesively to enable and encourage sustainable behaviours, requiring collaboration across government, industry and citizens.
The insights derived from this study have been instrumental in shaping Cadent’s strategic initiatives and stakeholder engagement.
Including customer engagement projects, such as the ‘Energy Diaries’ initiative, and preparations for policy advocacy at upcoming political conferences. Cadent is using the research to advocate for enhanced infrastructure, improved communication, and equitable solutions, engaging with policymakers to promote supportive regulations.
Cadent is also focusing on both customer-centric and internal solutions to drive the net zero agenda. This includes developing user-friendly technologies, providing clear information, and ensuring support mechanisms for vulnerable groups are in place.
Cadent is taking decisive action to support the net zero transition, and the work has directly informed its stakeholder engagement, strategic initiatives, policy recommendations, industry leadership on vulnerability and RIIO3 Business Plan proposals. The research has also impacted how Cadent delivers net zero internally and for customers, including customer-centric solutions, investment in new user-friendly technologies, improved communication strategies and internal decarbonisation efforts.
This research underscores the importance of a collaborative, multi-perspective approach in tackling climate change. By leveraging behavioural insights, Cadent is taking decisive action to support the net zero transition, ensuring that consumers are informed, supported, and engaged throughout the process.