Climate: Behaviour Change (Environment and Climate Change Committee Report)

Baroness Young of Old Scone Excerpts

Wednesday 7th June 2023 Grand Committee

[Baroness Young of Old Scone (Lab)]

My Lords, I have sympathy with my noble friend Lord Browne and hope he does not feel that he drew the short straw in his place on the speakers’ list. I am at risk of endangering my four minutes but, to carry on the film analogies that the right reverend Prelate the Bishop of Oxford began, the noble Lord, Lord Lilley, reminds me of “Last Tango in Paris”.

For those of us who have not seen this film, it is very lewd, with a particularly interesting scene involving butter. I would suggest that, if noble Lords are of a nervous disposition, they do not watch it. I saw it in Edinburgh many moons ago and, halfway through the butter scene, the lady in the front row, who had a pearls and twinset look about her, leapt to her feet and shouted, “Filth, pure filth!” Then she sat down and watched the rest of the film right through to the end. The noble Lord, Lord Lilley, is a bit like that, but he is still with us, and we very much value him on the committee.

I absolutely believe that the noble Lord, Lord Browne, is right that behaviour change includes technology adoption. If we do not get the mood music right for the public in adopting new technologies, anything that deters them in terms of ease or price signals will stop them doing the right thing.

The thing that staggered me about this inquiry, which was excellently chaired by the noble Baroness, Lady Parminter, our wonderful chairman, was the strength of feeling among the public. They were very clear that they wanted to know what the highest priorities were, what they could do about them and what the Government were going to do to make it cost effective, affordable and easy for them to change their behaviour. People were very clear. We know what the four priorities are, so we could in fact tell them that they are about travel, eating, purchasing, and heating and fuelling our houses. But the Government were not keen to meet the public expectation that they were clear about—that they would take a leadership role in being clear about those priorities and say what they should do in each of those four areas. In fact, we were very firmly told that the Government were going to go with the grain of public behaviour.

So we need a strategic approach. Above all, as well as removing barriers by means of incentives, pricing schemes, regulation and other mechanisms, we need a proper marketing strategy. We spend less on this highest global priority in marketing what we want to happen and what the public want us to tell them should happen than Apple does in marketing its next global product. We have really got to get to the point where marketing and behaviour change are a fundamental part of the policy basket of instruments. I was incredibly upset by the evidence that we got from the Government Communication Service; it was underwhelming in the extreme, and we really have to look at what that service is all about.

Just to finish—because I am conscious of time—with a heart-warming story, there was a thing called Climate Assembly UK, from which we took informal evidence. This was a bunch of folk who were selected from across the UK public to represent all ages and stages, political views and socioeconomic backgrounds, but mostly to represent everything from climate change deniers and flat-earthers to folk at the opposite end of the spectrum—green geeks. They worked together for a year to develop a consensus on a programme of action to respond to climate change. It was amazing how much consensus had developed among that group. It was clear that they were calling for some simple actions and for government leadership in promoting them. I leave noble Lords with some of their propositions —to buy only two pieces of clothing a year; to have only one long-range flight every two years; and to have a meat-free Friday. I commend them to you, but most of all I ask the Minister to tell us what the Government’s strategy is for behaviour change and when we might see it.