“For instance, even with public criticism being high, many still perceived government approval as the yardstick for safe behaviour during COVID-19 ‘we’re allowed to do this now [so must be safe]…’. This reveals, for many, a deep set reverence for legitimate government authority, regardless of one’s personal political views.”
Net Zero: principles for successful behaviour change initiatives, p.24
This research looks at UK and OECD government-led behaviour change initiatives over the last 70 years. It identifies 9 principles that can be applied to encourage the behaviour change needed to achieve Net Zero.
The research was carried out by the Behavioural Insights Team (BIT). It was commissioned by the Department for Business, Energy and Industrial Strategy (BEIS).
This document has been removed from the gov.uk website. Archives can be found here: