Embargoed until 00:01 hours 07 October 2021
Cut the jargon if we want to cut carbon • • •
New research shows over three quarters of people don’t understand what net-zero is Only one in five know what action they can take to reduce their impact on the environment Environmental charity launches straight talking campaign to help individuals and communities tackle climate change
New polling1 of 4,000 UK residents by Censuswide reveals a widespread lack of understanding of climate crisis terminology, prompting calls to re-examine how the issue is communicated to help people understand the issue and then take action. The research which was commissioned by environmental charity Hubbub shows that over three quarters (77%) of people wouldn’t be able to explain to a friend what net-zero is. Some suggested definitions of the concept included ‘zero pollution”, “zero waste”, “no profit” and “zero landfill”. Less than 1 in 10 (8%) have a clear understanding of what COP26 is. When asked what would encourage them to act to help reduce climate change, over a third (34%) said they would like clearer guidance on what would make a difference and where to start and a quarter (25%) said better understanding of the impact climate change will have on their life and the people they know. Only one in five (21%) know what action they can take to reduce their impact on the environment and the same number (21%) said they are not clear about what actions have the most impact.
Trewin Restorick, CEO and founder of Hubbub said: “There is without doubt, a need for government and businesses to up their game in tackling climate change, but there is also a really important role for individuals. The problem is many people are confused. Until everyone really understands the problem, how can we expect them to know what to do and which actions they should take?
The language and narrative around climate change has to change and the science needs explaining. Perhaps we should learn a lesson from Covid and not take for granted that people understand the terminology and jargon and do more to repeatedly explain what it all means. Our research suggests people also feel overwhelmed and helpless about climate change. We’re calling for communications to be much clearer about what tangible and impactful actions people should take. We also need to empower people by demonstrating that collective action can have a big impact.” The research suggests only a quarter (26%) of people think they are doing as much as they reasonably can to reduce their impact on the environment. Over half (51%) of those surveyed think the UK government is not doing enough to tackle climate change – only 5% strongly disagreed. The same number (51%) feel like the people around them are not taking climate change seriously enough. Today Hubbub launches “Make Our Move”- a straight talking, jargon-free social media campaign based around 12 key actions people can take to tackle climate change. Content will explore the barriers to taking action, debunk topics and jargon around COP26 and climate change, and tell stories of people and communities who have taken action and the impact it has made. Visit www.hubbub.org.uk/make-our-move
The 12 key actions include: •
Halve the amount of meat you eat
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Eat more seasonal and locally grown food
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Cut food waste
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Extend the life of clothes
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Switch to renewable energy tariff
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Reduce energy use
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Commit to not buying peat
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Repair or recycle all electronics
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Switch short car journeys to cycle, walk or take public transport
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Switch domestic and short haul flights to travel by train, coach or boat
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Consider electric travel
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Move your money: Switch to a green pension fund and switch to an ethical bank
Notes to editors Polling was undertaken by Censuswide in August 2021 using a nationally representative sample of 4,000 UK residents aged 16+ 1
About Hubbub Hubbub is an award-winning charity and social enterprise that inspires ways of living that are good for the environment - disrupting the status quo to raise awareness, nudge behaviours and shape systems. Their aim is to revolutionise communications with the public about environmental issues using everyday language and good design to make environmental actions desirable and tapping into things people are passionate about such as food, fashion, homes and neighbourhoods. This innovative approach saw Hubbub win the Charity of the Year Award at the prestigious Charity Times Awards in 2020. Since its formation in 2014, Hubbub has delivered more than 60 trailblazing environmental campaigns in collaboration with over 700 partners, helping to shift the national debate on key environmental issues such as food waste, sustainable fashion, air pollution and recycling. Hubbub’s campaigns include #LeedsByExample which brought together 25 of the UK’s largest companies to boost recycling on the high street, a 3-year partnership with IKEA to create the world’s largest consumer-facing sustainability campaign ‘Live Lagom’ and creating a Network of 200 Community Fridges across the UK, each redistributing on average 2.4 tonnes of food every month that would otherwise have gone to waste.
https://www.hubbub.org.uk/ Twitter: @hubbubuk Facebook: @HubbubUK Instagram: @helloHubbub LinkedIn: Hubbub-UK