Public attitudes to climate change
Sale Owen Strategy was commissioned to undertake comprehensive research into public attitudes, motivations and behaviour on climate change in summer 2005. This represented the most comprehensive research of its kind yet undertaken in the region. Over 1000 people were interviewed and focus groups were held.
The major findings were:
* three-quarters of people in Newcastle and the North East are concerned about the impact of climate change
* many people believe the threat to the environment is an important, immediate, local issue
* a massive 9 out of 10 residents, are in favour of schemes like CarbonNeutral Newcastle, and are waiting for leadership from their government and businesses
* the vast majority, around 8 in 10, claim to be doing some easy everyday actions already, which help lessen the impact of climate change (whether they realised this or not) - eg. only boiling water needed rather than a full kettle and turning the heating down.
However, resistance to change is far more widespread for transport related actions. Over a third are not prepared to use public transport, and a huge 80% would not consider reducing their holiday flights.
Crucially, the research shows that people are easily demotivated about government's willingness to tackle climate change when they see contradictory policies and incentives being promoted.
The £30k project was funded with the Northern Rock Foundation, the North East Energy Partnership and the CarbonNeutral Company.