Climate Change and the Future of Brands
(Future Foundation and BRASS collaborative project)
Climate change is increasingly prominent in the public’s mind. Following the publication of the Stern review in October 2006, there has been extensive press coverage and wider discussion of the issue. The Climate Change Bill will establish carbon emissions targets and proposes a ‘Carbon Committee’ to oversee the achievement of these, however at times, the Government and local authorities appear uncertain and confused.
Existing research suggests that consumers are similarly confused and uncertain about the solutions to the problem. The lack of leadership and clear direction is exacerbating this and possibly preventing greater individual action. Opinions are divided between where responsibility lies – whether it is with individuals, government or business – and also the degree to which voluntary behaviour change can really make a difference.
There is an opportunity for brands and business to fully engage with the issue and look at ways in which they can take leadership in the debate. Despite the cynicism of consumers about many of the competing claims made by businesses; it is possible that brands could strengthen the appeal of sustainable consumption in ways that government cannot.
This research project, sponsored by a consortium of organisations under the leadership of the Future Foundation and in collaboration with the BRASS Centre at Cardiff University will build on current understanding of this issue, and will focus primarily on consumer attitudes and behaviour in response to branding efforts. These themes reflect some of the key social science research needs in relation to climate change that were identified during the Expert Workshop on Social Science Research for Environment, Energy and Climate Changes hosted at Cardiff by BRASS in December 2006.(To view these pages, please click here)
