Energy Efficiency Task force: a little reminder from 1944
Thursday’s Autumn Statement included the news of the establishment of a new task force focused on achieving energy efficiency across the UK in order to hit decarbonisation and energy consumption climate goals.
The cynic in me was slightly underwhelmed. To coin a phrase, the road to hell is paved with well-intended Government task forces. However, this task force is being funded to the tune of £6 billion between 2025-2028, in addition to the £6.6 billion provided in this Parliament. This is a sizable commitment in anybody’s estimation and a significant step towards actually doing something about reaching our net zero carbon emissions targets.
But what comes next? What could stop this admittedly well-resourced task force from falling by the wayside, like so many others before it?
It strikes me that two things are needed to set this task force on its way. One, it needs to be comprised of the right people. But how do you know who the right people are? Well, that relates to the other thing: define the problem that needs solving.
Simply put, hitting our net zero goals is about behavioural change on a mass scale. It’s about change. It’s about communication. It’s about engaging, influencing and nudging. And it’s really not about education, technical solutions or financial incentives.
Britain is no stranger to large-scale public behavioural change programs. A quick hunt around the British Film Institute website reveals an archive (available for free) with a positive goldmine of public information adverts, many of which will bring a nostalgic tear to the eye of anybody over the age of 30. There are campaigns around safety, health (“AIDS, Don’t die of ignorance” probably being one of the most famous) and everything in between. And in 1944, there was a public information campaign solely focused on energy usage and consumption. Admittedly, advising people in this day and age to only use one lump of coal and not two may seem slightly outdated, but looking at this campaign through the eyes of 2022, much of it remains relevant: turn off devices that you’re not using, cook efficiently where possible, and make sure that you don’t waste heat unnecessarily.
If we look through a communication ‘lens’ at the job to be done, then essentially, the Government has a very large audience that is going to need convincing to change their habits around energy usage.
In the communication world, the first step is to segment your audience; understanding the different groups within our society that need to be influenced is essential before appointing people or organisations to the task force assigned with that job. There are literally millions of teenagers and twentysomethings who, as TikTok users, are influenced by individuals completely unknown to great swathes of the older population. Yet there will also be another segment of UK society to whom you could show the 1944 public information broadcast, and that would be enough to trigger the emotional connection of ‘pulling together to achieve a common goal’.
To me, as a 40-something working mother, having an organisation such as Mumsnet, or an individual such as Martha Lane-Fox, stand up on the task force and talk to me as an adult, honestly and openly, about the compromises I’m going to need to make in terms of inconvenience and loss of time (inhales sharply) in order to make more effective energy choices, will have a lot more impact than a politician lecturing me, and who is only on the task force by virtue of not getting on “I’m a Celebrity, Get Me Out of Here!”.
The Government is going to need to think laterally to build a relevant and effective task force that can both define the problem and develop utterly ingenious ways to solve it. If it was me and my £6 billion, I think one of the first appointments to the team would be Apple. I’d get them building a branded gadget or a widget or a gizmo at top speed; it doesn’t need to actually make a significant difference to climate change (although that would be nice), it just needs to have £1m of advertising behind it to make it ‘the’ thing to have as an ‘authentic’ climate activist, and I’m pretty sure a chunk of the population would be on board with reducing energy consumption.
But I’d also have a historian on the task force too. There is a mountain of historical learnings around what works when looking to change public behaviour (“Next slide please…”) – and more importantly, entire mountain ranges of information on campaigns that haven’t worked. It would be good if we could use some of that hard-won insight in this endeavour.
(And I would definitely have a working parent; these people know how to get stuff done!)
The detail needs to be worked out. But I remain hopeful, no matter what the quality or political persuasion of the current government. Putting it bluntly, HM Treasury does not allocate £6 billion to anything that it doesn’t feel has a real chance of making a difference to society. We just potentially need to look backwards in order to move forwards.
Written by Kathryn Middleton, Amberside Advisors