The United Kingdom (UK) has set ambitious targets to reduce greenhouse gas (GHG) emissions by 78% by 2035 and achieve Net Zero emissions by 2050. The study identified eight main behavioural sectors based on each area’s relative contribution to reducing emissions: Diet change, reducing end-user consumption, aviation, adaptation, Net Zero skills and careers, business leaders and the transition to sustainability, land use and farming, and policy acceptability.

A literature review was primarily focused on evidence from the UK, with international evidence used where suitable. The team prioritised review papers, empirical studies, and some case studies to illustrate how behavioural science has been applied in real-world settings. The findings relied mainly on qualitative methods such as interviews and surveys.

Dietary change

The literature review identified dietary change as one of the main behavioural sectors that could help reduce emissions. The review suggests a 50% reduction in meat and dairy products by 2050, which could lead to a 10Mt reduction in emissions by 2035. The report highlights the importance of policy interventions and behaviour change support networks that encourage healthy and sustainable diets.

Reducing end-user consumption

The report suggests that end-user consumption represents a significant source of emissions. The behavioural science literature reviewed suggests that mere information provision and feedback are unlikely to change behaviour in this sector. However, insights into human cognition and behaviour could be used to design policies such as nudges that facilitate behaviour change.

Aviation

The review identified aviation as a significant source of emissions, and behavioural insights could contribute to reducing its impact on the environment. An effective approach is to offer incentives for airlines and passengers to adopt more sustainable alternatives, such as tax refunds, better route planning, and carbon offsetting.

Adaptation

The report provides a useful framework to manage uncertainties and increase the resilience of populations to climate change. The review suggests the need to develop early warning systems (EWS) for natural disasters, such as floods and droughts that threaten crops. Additionally, research has indicated that cognitive behavioural therapy or counselling activities could reduce the psychological impact of traumatic events on people.

Net-zero skills and careers

The report recognises the crucial need for green skills and the role behavioural science can play in addressing this area. The research shows that there is currently a significant gap in people’s understanding of green skills and how to acquire them. Therefore, policymakers could collaborate and guide young people towards green careers that will likely be in high demand in the future. Engaging the whole organisation in green careers seems crucial to promote worker upskilling.

Business leaders and the transition to sustainability

The report identifies critical insights into the role of businesses in the transition to a sustainable economy. Research indicates the importance of leadership in promoting sustainability and investing in long-term planning. Organisations should also work towards addressing inequalities via supply chain management and ethics, corporate social responsibility reporting, and quantifying environmental costs.

Land use and farming

The report recognises the significance of behaviour change in agriculture and land use to reduce emissions. The literature review explored trends indicating that significant changes in land use could affect personal preferences and create a path towards more sustainable farming. The report indicates that policymakers could promote worker upskilling and work to provide incentives for farmers to adopt more sustainable farming practices.

Policy acceptability

The report identifies shaping public acceptance as an essential element of informing climate policies. This section explores factors that shape public acceptance and how it may vary between social groups. Participants’ responses indicate that putting a concrete plan in place and providing transparency increase policy acceptance.