Figures released today reveal that British consumers feel prepared to take more personal responsibility to deal with environmental issues but confusion could hinder the progress in addressing climate change.

The HCA Academy questioned more than 2,000 consumers and 100 senior professionals to understand both consumer and professionals’ views about climate change. The poll coincides with the launch of the HCA Academy’s microsite - Demystifying Climate Change - which aims to improve professionals’ understanding of climate change strategies and concepts.

The survey revealed that seven out of 10 consumers claimed they were concerned about climate change and 80 per cent said they’d be prepared to take personal responsibility for the environment. So, given the strength of feeling, and despite Government efforts to engage consumers with the issues associated with climate change, why aren’t people rushing to install solar panels or purchase the latest eco-friendly home?

Consumers largely think that industry is the main polluter (50 per cent believed this was the case) with only four per cent correctly believing gas and electricity consumption in the home is a key contributor to carbon emissions in the UK. Therefore, when questioned about what environmental measures consumers would actually invest in, the response was very low – only six per cent would consider upgrading to an eco-friendly heating system and only three per cent would install solar panels.

Consumer intentions
The survey involved in-depth telephone interviews with professionals, which showed a significant gap between what professionals believe consumers will do in the name of climate change and what the consumers themselves say they are willing to do.

• 93 per cent of professionals believed the public would reduce energy consumption in the home but only 47 per cent of consumers said they would do this
• 69 per cent of professionals felt that consumers would use cars with lower emissions yet only 14 per cent of people said yes to this
• 51 per cent of professionals believed that the public would upgrade to an eco-friendly heating system but only six per cent of consumers declared they’d be likely to do this over the next 12 months.

The poll suggests that without understanding the true impact that energy and gas consumption in the home plays on the environment, consumers are unlikely to invest in high value, eco-friendly products.

Gill Taylor, chief executive of the HCA Academy said:

"It’s encouraging to see that consumers are concerned about climate change but there seems to be a significant difference between what professionals believe consumers will do and the reality. This demonstrates the real need for regeneration professionals to work hard to ensure they’re well equipped with the right knowledge so that climate change is at the heart of everything they do, from the outset of a project, all the way through to its final completion. For example, a residential planner must work closely with transport planners, right from the start, to ensure that adequate sustainable transport routes are incorporated into new plans. Only when climate change is at the core of all regeneration work, can we ensure that consumers are given the methods and means to enjoy a truly sustainable lifestyle."

Widespread confusion over terms
It seems that there is widespread confusion around climate change terminology. Nearly 70 per cent of people admit that they’re confused by terms used in the media: for example, less than one quarter knew what carbon offsetting actually meant. However, more surprisingly, almost seven in 10 professionals admit they are confused about climate change terminology, which demonstrates the need for improved knowledge and expertise in order to deal with this complex issue.

Gill Taylor added:

“The developments in thinking, legislation and policies surrounding climate change are rapidly evolving, therefore it’s not surprising that there's some confusion among professionals. It’s important that people responsible for creating and maintaining communities constantly update their knowledge and expertise about climate change, which will ultimately affect the consumer. We created our new Demystifying Climate Change microsite so we can share up to date knowledge with professionals working within the regeneration sector.”

Robert Napier, Chairman of the Homes and Communities Agency, said:

“These results are worrying – it is important that we encourage people to take action on climate change now, so I am pleased that the HCA Academy has launched a new website to ensure professionals are able to make it easier for consumers to adapt. The Homes and Communities Agency is in an excellent position to help communities respond to environmental concerns, both now and importantly, for the long term. We will do this through our 'single conversation' with local authorities, staff working practices and direct delivery of our programmes.”

The HCA Academy’s new microsite includes a jargon buster for professionals designed to demystify a vast array of climate change terms such as pyrolysis, macroregeneration and passive design techniques. Visit climatechange.homesandcommunities.co.uk to find out more.