Smarter Living Challenge | Impact and Learning Report | Hubbub

General

Smarter Living Challenge: Impact and Learning Report How can tech enable smarter living at home?

A report by Chrysalis Research and Hubbub for BT Group plc.

Issue: 1 June 2021

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Contents

Page

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Executive Summary

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What is the issue?

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How did we go about it?

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What happened?

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5

What was the impact on household behaviours?

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6

What was the environmental impact?

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7

What did we learn?

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A model for business action

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Appendices

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Executive Summary

Smarter Living Challenge: What we did •

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BT Group has led on climate action for over 28 years and is committed to becoming a net-zero emissions business by 2045. In 2019/20, BT’s products and services helped its customers save over 13m tonnes of carbon, and now the company wants to do more.

In December 2020, BT partnered with environmental charity Hubbub to carry out a three-month Smarter Living Challenge with 61 households to identify how technology can help individuals to cut carbon emissions. Technology included any device, app or website that could be used to help manage energy, food or water use at home.

There was a high level of engagement: 55 of the 61 households completed the challenge, despite it taking place during the Covid-19 lockdown, and between them they carried out 448 new smarter living actions.

Estimated carbon savings for seven measurable behaviours show the project could save 25.7 tonnes of carbon dioxide equivalents (CO2e) if the actions are sustained over a year.1 As not all actions were measurable, the actual figure is likely to be higher.

If one average household were to take each of these actions, they would save around 1.68 tonnes of CO2e over a year. Put in context, if every UK household took these actions, it would achieve 6.6% of the carbon reduction UK households need to make to play their part in achieving net zero by 2050.

Incidentally, this reduction is also what is needed annually to achieve a 2030 target of around 2.5 tonnes CO2e per person2 (or just over 6 per household), therefore showing the power of small actions and simple behaviour changes. Making these changes could also save an average household £938 on their bills.

Carbon calculations reviewed and validated by Giki.

According to the UN Environment Programme 'Emissions Gap Report 2020’, compliance with the 1.5 degree warming of the Paris Agreement will require reducing consumption emissions to a per capita lifestyle footprint of around 2-2.5t CO2e by 2030.

Smarter Living Challenge: What we learnt •

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Simple actions can make a tangible difference: For 76% of households the actions converted into new behaviours and habits, motivated by: § Seeing how simple steps can add up to big changes § The satisfaction of cutting waste § Feeling part of something bigger o Some embedded wider sustainability principles into their daily lives. They noticed the financial benefits and felt empowered to make further changes.

Tech can help households reduce carbon emissions: Technology played an important role in changing behaviour, helping households to: § Visualise energy use § Identify ways to cut waste § Introduce new systems and prompts § Have fun, engage in a novel way and enjoy connecting with peers through an online community. o The affordability and availability of smart home tech remained a barrier for some.

There is an important interaction between tech and non tech: There were two and a half times more nontech to tech actions, but technology made many of the non-tech actions possible and engaged people in the project. For example: o Power: Switching to a renewable electricity provider can save the average household 675 kg CO2e and

o o

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£270 on bills. Tech helps through the use of comparison websites, auto-switching services and carbon footprint calculators.

Heating: Turning the thermostat down one degree can save the average household 310 kg CO2e and £60 on bills. Tech empowers household to visualise energy usage, set routines and control heating remotely.

Food: Reducing food waste by two-thirds can save the average household 428 kg CO2e and £486 on food bills. Tech enables greater food planning, tracking of food purchases and inspires action through connecting online.

Community is a powerful driver of change: The sharing of genuine stories inspired others to act and helped to shift the social norm. Many became advocates, sharing their experience with friends and family.

Smarter Living Challenge: A business model for meaningful citizen engagement on climate •

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For the UK to reach net zero by 2050, significant change must happen; brands have a key role to play in guiding their customers through this change. BT provides the big stuff - connectivity, broadband powered by renewables, and tech, to help households look after the small stuff. This project illustrates the pivotal role business can play in helping customers to reduce their carbon impact.

The Smarter Living Challenge has identified seven steps businesses could take to engage citizens on climate change. How can we work together to create genuine change?

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What is the issue?

The world is facing a climate emergency and all countries need to act to help prevent the worst effects of climate change. The UK has committed to a net-zero emissions goal by 2050. While significant infrastructural changes are needed, reduced household emissions will make an important contribution, as heating and powering homes alone currently accounts for 14% of the UK’s emissions.3 Carbon savings could be made by households becoming more energy efficient and rethinking travel, waste and general consumption.

Why are we investing in this?

BT has led on climate action for over 28 years and has pledged to become a net-zero emissions business by 2045. Since 2016/17, BT has reduced its own carbon emissions by 42% and last year completed the switch to 100% renewable energy worldwide. In 2019/20, BT products have helped its customers save more than 13m tonnes of carbon. BT continues to invest heavily in the UK’s digital infrastructure: BT’s full fibre broadband and 5G mobile networks will underpin permanent changes to the way people live and work – supporting new technologies capable of moving the UK to a lowcarbon economy.

To help households live more sustainably at home, they will need support, and BT’s customer base of over 30 million households puts us in a unique position to help households cut their emissions. There is enormous scope for tech to help households to reduce their carbon footprints, yet only 29% of households4 are currently using tech to help them manage their home. To explore the role of tech in cutting emissions, and to identify what support is needed, BT worked with environmental charity Hubbub to conduct a three-month Smarter Living Challenge.

Who are Hubbub?

Launched in 2014, Hubbub is a charity that inspires ways of living that are good for the environment.

Hubbub designs campaigns that make positive environmental actions desirable, disrupting the status quo to raise awareness and nudge behaviour change.

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4

Committee on Climate Change 2019 Research conducted by Censuswide among 3,000 nationally representative UK residents on behalf of Hubbub and BT

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How did we go about it?

The Smarter Living Challenge, which took place between December 2020 and February 2021, invited 61 households to trial different tech and non-tech approaches to living more sustainably at home. The households broadly reflected the UK population in terms of demographics, living circumstances, location and attitudes to sustainability, as well as technology. Just under half, 30, of the households were BT colleagues and 31 were from the general public, the majority BT customers.

Participants worked through tech and non-tech challenges across four themes: o

Heating and hot water

o

Lighting and power

o

Food

o

Lifestyles (travel, automation, tech repair, sustainable consumption).

Tech was interpreted as any device, website or app that could be used to manage energy, water or food consumption at home As a reward for taking part, participants were given a £50 voucher to spend on smart home technology, as well as other discounts (including Loop energy saving assistant subscriptions and renewable switching offers), and the opportunity to win prizes.

A private Facebook community was set up for participants, behaviour change techniques were used to prompt action and support was provided by a smart home tech expert5 and weekly Facebook Live events took place hosted by different experts.

Participants were interviewed in autumn 2020, prior to the start of the project, to assess their attitudes and approach to sustainable living, their use of smart home technology, and to identify opportunities for change. At the end of the project, in March 2021, we interviewed them again to see how their behaviour, attitudes and technology use had changed.

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Josh Jackman, from The Eco Experts provided smart home tech expertise

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What happened?

Changes in financial, health and personal circumstances due to the pandemic resulted in fluctuating engagement in the project. However, the lockdown also provided an opportunity and impetus for participants to make changes as ‘home’ became more important and many experienced rising energy and food bills from spending more time at home. 55 of the 61 original households stayed engaged in the project content, undertaking at least one of the challenges, and staying in contact with the project team6.

In total, participants undertook 448 actions, equating to 8.3 actions per household, with 2.5 non-tech actions for every tech action, as illustrated in Figure 1.

Figure 1 – Actions inspired by the project

Theme

Heating and hot water

Lighting and power

Food

Lifestyle

Percentage of households who took action

81%

Most popular tech actions

Smart thermostatic radiator valves (TRVs)

Thermostat down one degree

Smart thermostats

Shorter showers

Used thermostat in a new way

93%

56%

50%

Most popular non-tech actions

Use heating less

Smart plug/power strips

Turn appliances off standby

Smart lighting

Turn lights off when not in room

Loop energy saving assistant

Switch to renewable energy tariff/supplier

OLIO app

Plan meals to use up food

Too Good To Go app

Batch cook

Recipe app

Make use of freezer

Ailuna app

Cycle or walk for shorter journeys

Using automation with IFTTT and with

Repair old tech

existing smart speakers and hubs

Buy bike/e-bike

55 of the 61 participants engaged with the online community in some way, although some observed rather than actively participated, as shown in Figure 2.

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Of the six that dropped out, one did so due to health reasons, two because they had not fully appreciated what was involved beforehand and three did not give a reason.

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Figure 2 – Online community activity and engagement

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What was the impact on household behaviours?

Analysis of the interviews led to the identification of three groups – Limited, Selective and Committed, defined by the number of actions they took and how likely they are to stick to new behaviours.

For 76% of households the actions converted into new behaviours and habits (figure 3). Professor Lorraine Whitmarsh, Director at Centre for Climate Change & Social Transformations (CAST), University of Bath stated: ’The results of the smarter living challenge are very encouraging and highlight that technologies can leverage wider lifestyle change. Many of the changes made will significantly cut households’ carbon footprint, and there is good potential for many of the habits to stick in the long-term.’

Figure 3 – Percentage of households in each group and average number of actions

1. The Limited households Definition: trialled a few actions, but unlikely to stick with them. o

24% of households

o

Average number of actions: 2.8

o

Demographics: proportionally more men and people in their 20s

o

Attitude: not particularly open to technology and/or messages on the environment; limited agency (due to living circumstances or lack of confidence/skills); less keen on making new connections than other groups

Although many of this group trialled some new technology, prompted by the vouchers they were given, it is unlikely there will be a long-term impact. Some of the less confident technology users in this group learned more about smart tech but dismissed it as not being for them.

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o

I'm more interested in sustainability from a common sense and a practical approach, and a lot of the tech wasn't applicable to us.

Female, 40-49 years old

The environmentalists in the group and those who were more confident with technology did not feel that the suggested actions would improve the way they already managed their household. o

I've checked that I'm doing what I can, I've checked the things I don't do and I'm not convinced they add enough value for me.

Male, 50-59 years old

In general, this group was less motivated by the social element of the project and by other people’s stories, and none identified any financial savings from the project.

Case study: Limited scope for change Callum, a university student who lives with his parents, was motivated to take part by the voucher and offers. He bought a smart plug but, as he was already in the habit of switching his computer off manually, he wasn’t convinced by the benefits. He felt his family were already doing a lot, and that he had limited scope to make further changes at home. “Young people don't have control over their financial or living situation, and they are lazy so they can't do their bit for the environment – even though this group cares the most about it,” he explained. Callum has ordered a Loop energy saving assistant, which he intends to try when he moves out of his parents’ house.

2. The Selective households Definition: just below average number of actions and/or actions concentrated in areas of most interest Behaviours likely to stick. o

39% of households

o

Average number of actions: 7.6

o

Demographics: all participants who had disabilities were in this group

o

Attitude: fairly open (curious about tech and/or interest in a particular theme); agency often limited by time, circumstances and/or sociability

This group used the project to review routines and identify ways to cut back consumption in their areas of interest. They were discerning about technology and limited their actions to where they felt they could make most difference. Many of the group found that new strategies made a big difference, and three identified financial savings, ranging from £3 to £20 a week. o

It goes without saying the tech gives you sight of things you can't easily see. So, we can't see energy being used other than the lights on… And that's what the tech can do. That's what's helped me. As soon as I saw it, I didn't need to see it again, as I’d been convinced.

Female, 40 – 49 years old

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By the end of the project, participants in this group appeared more mindful of sustainability. They became more conscious of their consumption and more open to the idea of using tech to help them cut waste. There was also evidence of a spill-over effect; with some participants looking at other areas, such as travel, where they could make savings. o

It's a house of cards effect – once you spot one thing that's not right, it trickles down into other things.

Male, 30-39 years old

Case study: Smart tech helps in an emergency The project helped Katy, who’s in her 20s, gain more knowledge about smart tech and become more energy literate. She spent her £50 voucher on a smart plug strip and smart lightbulb, which saved her money and made her life easier. She has a disability and was able to alert her partner to call an ambulance, by turning her living room light on and off from her bedroom. “I didn’t get the lightbulb for anything other than saving money and being more green. Emergency communication never even crossed my mind,” she explained. “I am so happy it was there!”

Case study: Loop provides new insights on energy use Anthony was already using smart technology to manage his energy use, but the Loop energy saving assistant provided him with new insights. It helped him identify that his kitchen underfloor heating was constantly on and that he could make savings by installing smart LED bulbs. He was also inspired by another participant’s blog about draught proofing, and now plans to replace his window seals. Reflecting on the project, he said: “There have been one or two things that have had a big difference and the rest of it has helped make it much more front of mind.”

3. The Committed households Definition: above average number of actions, covering a range of topics. Behaviours likely to stick. o

37% of households.

o

Average number of actions: 12.6

o

Demographics: proportionally more women, none of the participants aged over 60 were in this group

o

Attitude: open (want to make changes and interested in using tech in new ways); have the right support and circumstances to act (agency); community-minded

Participants in this group saw the project as an opportunity to make lots of changes and were keen to get as much out of it as they could. o

We all know we need to do these things, we all know we need a draught excluder or to shut doors, but the project was the nudge we needed and gave us the oomph to actually do it.

Female, 30-39

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o

We never had a reason to take that first step. Seeing the smart home environment has certainly opened up a different world.

Male, 40-49

The Committed households were active across more themes than other groups. They were motivated by making changes and curious about the difference tech could make. Most either enjoyed using tech or had an interest in sustainability. o

I did a lot of talking about it before but didn't get around to it with having a busy life. And I wouldn't have done without the tips and encouragement.

Female, 40-49

o

I think my lightbulb moment was realising that the changes were so small...it was just me being lazy and inconsiderate. It was a kick to get it together…because these small changes mean nothing to me, but a lot in the long-term.

Female, 20-29

Even self-confessed techies in this group gained additional insight and ideas, while less technically proficient participants grew in confidence during the project as they gained strategies and began to understand the benefits. o

Before the challenge I was a bit put off by the cost and hassle I thought was involved in incorporating smart tech in the home. I came to realise it's all very simple to install and the environmental impact is well worth the cost of the products.

Male, 30-39

Although this group’s views on the environment were not totally transformed, the project encouraged them to think more about their impact. Most felt good about helping the environment even if that wasn’t their prime motivation for making the changes.

This group noticed real benefits, which spurred them on to do more. One participant cut their food bill in half and was on track to save £3,000 per year. There were other benefits too. Households in this group were often active in the online community, which provided them with inspiration and a sense of belonging. o

Before the campaign, I would never have looked at what others were doing but I really enjoyed seeing that on Facebook. I felt part of something.

Female, 20-29

And one participant also became connected to her real-life community, through using a food sharing app. o

Before, I went to work, came back, shut my door, didn’t really speak to my neighbours. And all of a sudden now I know my neighbours! If I need to put something in their freezer, I can. If we make extra, we share it! I suppose it’s a bit of a war time spirit.

Female, 50-59

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Case study: Embracing the challenge and notching up savings Kay, who lives with her husband and two children, truly embraced the challenge and got involved across all areas: heating only the rooms she was using, curbing use of lights and appliances, planning food use, and taking fewer car journeys. She ordered a smart meter, bought a smart plug and smart power strip and more LED lightbulbs. “I check the plug app like I check Facebook,” she told us. The community motivated her, gave her a space to ask questions and connect with like-minded people.

She’s saving about £5 a week on petrol by walking to the shops and about £35 a week on food.

Case study: Mastering technology to reduce energy use Archie7, in his 20s, was looking for ways to make life easier and save money as he had a baby on the way. He was already using smart tech at home, and the project gave him the impetus to use his existing confidence, skills and knowledge to make greater energy savings, rather than using tech simply for control or convenience. “My confidence was already high, but the project has changed my views of tech. Because before it was always more just for ease of use, but I never really thought about it from an energy perspective,” he told us. “It's definitely a shift in mindset.”

7

Name has been changed.

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6 What was the environmental impact?

The aim of the project was to generate insights rather than measure quantitative impact. However, it was possible to calculate carbon savings for the following higher impact actions: o

Switching to a renewable energy provider/ tariff (7 participants took this action)

o

Turning thermostat down one degree (29 participants)

o

Turning appliances off standby (34 participants)

o

Cycling or walking shorter journeys (13 participants)

o

Reducing food waste: up to a third (15 participants), around half (5 participants), two-thirds or more (4 participants)

o

Repairing old tech items (7 participants)

o

Having shorter showers (23 participants)

Annual carbon savings were calculated using evidence-based proxies, using the assumption that these behaviours will be sustained over twelve months (see Appendix 3 for additional assumptions and sources). The calculations indicate that the project as a whole will save over 25.7 tonnes of carbon if the actions are sustained over a year. If one average household were to take each of these actions8, they would save 1.68 tonnes of CO2e over a year. There are likely to be further savings from other habits that were not captured. This is 6.6% of the saving households will need to make to help the UK meet its net zero targets and therefore significant, showing the impact of behavioural change campaigns in decarbonising the UK’s homes9. Incidentally, this reduction is also what’s need annually to achieve a 2030 target of around 2.5 tonnes CO2e per person10 (or just over 6 per household), therefore showing the power of small actions and simple behaviour changes.

8

Excluding turning off appliances, as switching electricity use to 100% renewables means appliances will be being run on renewable energy, not fossil fuels.

9 Carbon calculations reviewed and validated by Giki.

According to the UN Environment Programme 'Emissions Gap Report 2020’, compliance with the 1.5 degree warming of the Paris Agreement will require reducing consumption emissions to a per capita lifestyle footprint of around 2-2.5t CO2e by 2030.

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7 What did we learn?

To help identify principles for future projects or campaigns, we analysed how effective different aspects of the project were in enabling sustainable living behaviour change.

The role of tech in enabling change Ø

Providing technology, and support for users, can help initiate change. However, cost, technical issues and poor connectivity are likely to act as barriers to wider take-up. Future campaigns should emphasise the use of existing tech such as smartphones and smart speakers, as well as more affordable tech items.

Most of the actions taken by participants were relatively simple, non-tech steps such as turning down thermostats, turning off appliances, and planning food shops (see Figure 1). The tech, however, played a vital role in enabling the number and range of actions, as well as helping to engage participants. It did this by: o

Making it fun, engaging and novel. The prominence of technology in the project helped to widen the appeal of sustainability. Family members often got involved with the project because of the new technology – for example, children who enjoyed playing with the smart lighting. o

Our 5-year-old daughter has really taken to controlling the lights using the smart assistants Male, 30-39, Committed

o

Taking participants through a journey of discovery. For example: o

Helping visualise consumption

o

Highlighting changes that could make a difference

I learned that 10% of my energy bill is from my phantom load, meaning my idle electricity over the year is pretty much a full monthly cost, and until Loop came about I had no idea.

Male, 40-49, Committed o

Providing instant feedback on savings made

I'm now obsessive about my smart meter, I check it three times a day Female, 50-59, Committed o

Automating behaviours. Once a more efficient way of managing heating or power is identified, technology can automate and consolidate the change, making the new default setting a more efficient one. o

The more it [tech] does, the less I have to do and the less I have to think about, and the more I can focus on fun things.

Male, 40-49, Selective

o

Making energy use simpler to manage. Technology made it possible to control energy use without manually checking individual rooms or reaching behind furniture to turn off appliances. As a result, participants were more likely to make adjustments, according to factors such as who was in the

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house and the outdoor temperature. This ease of use helped tip the cost benefit decision-making heuristic in favour of acting. o

Winning smart radiator valves helped us switch off the radiators in the bedrooms and put them on a timer…that’s been really helpful.

Female, 40-49, Committed

o

Prompting behaviours. Several participants used tech to set reminders or generate lists that helped them to be more efficient. o

I felt like a lot of the challenges were just plain common sense, a lot of them I was already doing but some, like the 'shelfie' (taking a picture of the fridge before going shopping) challenge blew my mind. I can't believe I never did that in my life.

Female, 30-39 years old

o

Connecting people. Forums and apps allowed resources (such as food and unwanted items) to be shared rather than thrown away, and helped people share tips and ideas. o

That community thing is really good. It gave us reassurance that we were doing good.

Male, 50-59, Committed

The project also highlighted some of the limitations of the existing technology, including: o

Cost. Much of the tech involved a large outlay for multiple devices (for example, thermostatic radiator valves), a subscription (for example, Loop energy saving assistant) or a skilled tradesperson to adapt home heating infrastructure. This led many participants to question the value of the tech and whether the same return could be achieved by taking a different approach. Environmentalists, in particular, felt that the expense was justified only where large gains could be made. Others pointed out that, where technology played a diagnostic role, it could be redundant once waste had been identified. o

It really made me realise that you need to consider the whole thing. If the saving is really marginal it doesn't necessarily justify you to bring in more hardware and equipment.

Female, 20-29, Limited

o

I think with some of these things you can spend too much time trying to get a marginal gain to be honest.

Male, 50-59, Selective

o

Homes of the future will be smart just by default. It's the sort of stuff Bill Gates has been doing a decade but you have to be a gazillionaire to afford it.

Male, 50-59, Committed

o

Complexity. Technical glitches, a lack of compatibility or the need for multiple apps and complex set-ups for some devices made using technology difficult for some participants.

o

Data privacy concerns. A minority of participants raised concerns, for example about using smart speakers, at the start of the project and needed reassurance before use.

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Figure 4 – Examples Of How Tech Helped Enable Change Examples – How Tech Enables Change Theme

Heating

CO2 Benefit of Action

Visualise usage and identify waste

Turning heating down 1 degree can save 310 kg CO2e and £60 per year for an average 3-bed gas powered home

Loop or smart meter visualises gas usage or notifies you when reaching your target ‘I now check my smart meter 3 times a day’

Reducing shower length to 4 minutes for the typical family can save 94kg CO2e and £45 on bills.

#TapChat water saving quiz to understand water habits and how to save

Lighting

Switching to smart LED lighting can save 65kg CO2e for a typical home.

Power

Hot Water

Food

Give new systems and prompts

Have fun, engage or connect online

Smart thermostat learns household routine and autosets temperature and turns it off when you’re out

Hear stories of others ‘I turned my heating down 10 degrees and haven’t noticed the difference’

Smart showerhead changes colour when you’re reaching 4 minutes

Shower playlist of your favourite 4minute songs to nudge shower length

Smart lighting app visualising how much energy lighting consumes.

Ailuna app dare 'switch the lights off’ with reminders and support.

Choosing the perfect ambience, or disco lights!

Switching to a renewable energy tariff can save 675kg CO2e per household and around £270 on your bills.

Switching comparison site to show savings.

Carbon footprint calculator to learn that switching makes a big impact.

Auto-switching services to get the best and greenest deal.

Big Clean Switch Facebook Live event Facebook polls on switching

Turning appliances off standby can save 56kg CO2e and £35/ year

‘I learned that 10% of my energy bill is from my phantom load, meaning my idle electricity over the year is pretty much a full monthly cost, and until Loop came about I had no idea.

Smart plug app enabling you to time and turn off your device from anywhere.

Facebook messaging and infographics comparing which appliances use the most energy

A phone ‘shelfie’ of your cupboard

Phone shopping list, recipe apps

Facebook cookalong, food sharing apps, sharing tips and hacks with others

Reducing food waste by 2/3 can save the average family 420 kg CO2e and £480

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The value of community Ø

An online community was an important driver of change. Shared stories inspired others to act and changed the social norms.

The online community and the involvement of family, friends and neighbours in the project was a key element of its success. It inspired action, made the project fun, fostered a sense of belonging, provided public recognition and validation of actions, and was a great source of ideas and support.

Most participants valued the diverse connections that they made, appreciating others’ expertise and trustworthiness, knowing that there was no ulterior motive (such as being sold something). o

I liked the real mix of industry experts and the local community experts, I made a comment about the lightbulbs and how I didn't know how long it would take to make the money back and there was a chap who went away and did a calculation for me. The community champions are people who are ahead of the game in their own lives and can then offer that to the rest of the group as well.

Male, 40-49, Committed

o

It made me feel like I wasn't alone to see other like-minded people on the Facebook group. People who want to save the environment.

Male, 50-59, Selective

The community element was not successful for all. Some did not like using Facebook (despite this being a pre-requisite of signing up) and may have preferred to engage in a different way.

The food sharing apps that put people in touch with their neighbours worked well in some locations but not in others, where take-up of the app was more limited.

Those that were able to enlist their family or housemates in the project appeared to gain more from it.

Those that did not found it harder to make changes. Several participants mentioned talking about the project with others who were intrigued by the tech and the challenges. This led to some groups of friends trying out the actions – evidence that the project benefited households’ social networks, as they became advocates of living smarter. o

I've been the connecting dot between the campaign and my friends - been passing ideas on to them.

Female, 20-29, Selective

The need for challenge, structure and support Ø

The open structure was effective as a way of reaching a diverse audience and giving participants ownership over their actions. However, some participants needed more in-depth, bespoke support to get them started and to see the value of acting.

Selective and Committed households enjoyed having a challenge to work towards. The information provided, together with expert and other participants’ advice, was enough to inspire them, and the more confident participants supplemented this with their own research.

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Other participants who got less from the project, would have liked more individual support, tailored to their situation or the challenges they faced. Some needed convincing that the actions would help them, while others felt overwhelmed by all the information and would have preferred a more directed, bespoke approach.

It is worth considering how a project like this could be managed at scale. Hubbub’s active management – encouraging participants, answering questions and praising achievements – are likely to have boosted the number of actions. Some of these roles could be played by an organic online community, but the availability of bespoke advice and contact with experts is also likely to be important.

Campaign messaging and behaviour change techniques Ø

The inclusivity of messages, actions and terms will need to be carefully considered. Benefits to the household and the environment would need to be stressed, and carefully balanced so as not to alienate. A range of behaviour change techniques should be used to inspire action.

The project’s behaviour-change techniques were effective at getting people to act. Nudges, in the form of simple actions, helped get people started and kept them active, while the prompts kept the project top of mind. Initial simple steps helped build confidence and skills, which encouraged further action. The focus on potential benefits was successful in engaging participants. o

I'm really missing the reminders!

Female, 40-49, Committed

Some participants felt that messages could have been tailored to different circumstances. The message about control, for example, wasn’t always relevant for people in rented accommodation or living with parents or flatmates. The idea of increased convenience appealed most to those with busy lives, while other participants would have liked the environmental benefit of actions to be more prominent, as this would have strengthened their motives for acting.

Messages need to be presented carefully, as issues such as veganism can be polarising and could lead to disengagement with the project. o

I dismissed some of the things you suggested because I just didn't see them as suitable for my age group. It's not something I can relate to.

Male, 70+, Limited

The role of business Participants were very positive about BT’s involvement in the project. It helped them understand the work BT is doing to help tackle climate change as a more responsible and proactive business. o

BT has always sung about their corporate green credentials but not done enough for individuals and their employees so it's good to see. This should be rolled out to everyone.

Male, 50-59, Committed

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o

I've used BT as an internet provider before and would rate them as OK. This project has given me more awareness of how they are contributing to helping people and the environment so I would say I view them more positively now.

Non-binary, 30-39, Selective

Many of the participants appreciated BT giving something back to the community and would like the learnings from the project to inform BT’s smart tech product and service offer, which some saw as limited and not connected to the current core business.

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8 A model for business action The lessons from the Smarter Living Challenge have helped to identify seven steps businesses could take to meaningfully engage with households on climate change. We know behaviour change works. Therefore, BT and other brands have a key role to play in talking to customers about climate, by going beyond greenwashing and sales to make tangible carbon reductions. How can we work together to provoke more meaningful change?

Step 1 – Practice what you preach. Businesses need to lead by example by getting their own house in order and encouraging others do the same. This way, householders won’t feel they are acting alone, but that they are part of a wider effort.

Step 2 – Support while selling. Any campaign should make use of free, affordable and existing household tech and highlight the value of simple, non-tech solutions rather than solely focus on promoting new product lines. This will reduce cynicism and ensure everyone can afford to take part.

Businesses need to show how they are making it easy for householders to act, for example, making smart tech available to those who currently don’t have it, while also supporting along the way.

Step 3 – Spell out the benefits. Explain how simple changes can make a difference to households, for example, by helping them save money, as well as the environment. The gains need to clearly outweigh any associated costs or inconvenience.

Step 4 – Use the power of peer to peer. Meaningful change happens when actions are supported by people in the participants’ immediate social circles. Sharing experiences, advice and successes through a wider community is also important in encouraging, steering and sustaining action and transforming social norms.

Step 5 – Offer structure and guidance. Simple actions that make a difference to households will help get them started and build momentum. Tailored solutions and feedback make it more likely that a behaviour will stick, as do actions that establish and automate new behaviours.

Step 6 – Make it fun! Participation should be enjoyable, with clear benefits. This can be achieved through making the campaign social, introducing challenges, rewarding achievements, and using tech to add a playful element.

Step 7 – Be inclusive. The campaign needs to offer something to people in all living circumstances and life stages – including those who might not be able to afford smart technology, and those who would not class themselves as environmentalists.

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9

Appendices

Appendix 1: Technology-based actions Theme

Type of technology (number of

Description

participants who used each one) Heating and

Smart thermostat radiator valves (7)

Valves that control individual radiators

Smart thermostats (4)

Control heating via internet/smart phone

New ways of using thermostat (2)

More active use of thermostat settings

Smart shower head (1)

Shower head lights up to show when to finish

hot water

shower

Lighting and

Smart plugs/ power strips (40)

power

Turn off appliances via internet/smart phone and monitor energy use of individual appliances

Smart lighting (23)

Control lighting via internet/smart phone

Loop energy saving assistant (12)

Identifies high energy use and makes suggestions

Smart meter (4)

In-home display of energy use

Price comparison websites (3)

Websites to compare energy deals

Swap to LED lightbulbs (2)

Longer lasting, energy-efficient light bulbs

Energy supplier app (1)

Submit meter readings

OLIO (4), Too Good to Go apps (3)

Food sharing apps

Recipe/cooking apps (2)

To make use of remaining ingredients

Lifestyle

Websites (3): Freecycle, Good

Exchange unwanted items, shop sustainably

(includes

Shopping Guide, forums

and connect with the community

automation

Apps: Ailuna (3) , NoWaste (1), City

Challenges uses to adopt sustainable habits,

and travel)

(1)

track food you have in at home, travel without

Food

repair,

driving Using automation with If This Then

Connects smart devices so they can be

That (IFTTT) and with existing smart

managed via internet/smart phone

speakers and hubs (e.g., Alexa) (11

22

Appendix 2: Non-tech actions (those tried by four or more people are listed) Theme

Action (number of participants who took each action)

Heating and

Turn thermostat down 1 degree (29)

hot water Shorter showers/fewer baths (23) Do not turn heating on as much/ keep warm in other ways (19) Study electric or gas bill (12) Keep doors shut (9) Use kettle efficiently (8) Switch to renewable energy provider (7) Switch to a cheaper deal (7) Draught proofing (7) Do not leave the tap running (4) Turn temperature of thermostat values down in rooms not in use (4) Lighting and

Turn appliances off standby (34)

power Turn lights off when leaving the room (16) Food

Plan meals to make sure all food is used up (11) Batch cook (7) Make more use of freezer (7) Write a shopping list and stick to it (6) Food meal kits (6) Eat a plant-based diet more often (5) Check what you have in the cupboard before going to the shop (5) Learn new recipes to use up ingredients (4)

Lifestyle (includes repair, automation and travel)

Cycle or walk shorter journeys (13) Repair any old tech items (7)

Appendix 3: Sources and assumptions for carbon saving calculations Action

Source

What calculation is based on – notes and assumptions

Household carbon footprint

Switch to renewable energy provider

DEFRA ONS

2018 data 703,131 Ktonnes CO2e, divided by 27,576 UK households in 2018 is 25.5 tCO2e per average household.

UNEP

UNEP 'Emissions Gap Report 2020’, compliance with the 1.5 degree warming of the Paris Agreement will require reducing consumption emissions to a per capita lifestyle footprint of around 2-2.5t CO2e by 2030.

Ofgem

Based on average ‘medium’ household electricity use (2,900 kWh), 3 or 4 person 3 bedroom house. Assumes that the new supplier uses 100% renewable sources looking at generation, not transmission and distribution.

BEIS carbon conversion factors Big Clean Switch

CO2e

£ savings

saved/

per year

year per

per

average

average

household

household

n/a

n/a

676 kg

£270

Financial saving estimated by the Big Clean Switch and assumes they were able to identify the cheapest deal.

Turn

Energy Saving Trust11

Savings for three-bed semi-detached house heated by gas. Using May 2020 fuel prices.

310 kg

£60

Turn

Energy Saving Trust

Average UK household appliance use.

56 kg

£35

appliances

(CO2e saving confirmed by

off standby

email)

(Note excluded from UK potential saving of 1.68 tonnes as assumes switched to 100% renewable electricity provider)

Assumes short journey of 2 miles and four trips saved each week. National Travel Survey shows 43% of journeys are under 2 miles and 61% of trips all trips are taken by car. Assumes medium diesel car using DEFRA 2020 conversion factors. Average new car fuel efficiency (litres per 100km) for a diesel car was 5.1 in 2019 (so 0.051 per km). Average fuel cost for diesel in April 2021 was 129.1p/litre.

111kg

£41

Calculation based on two-thirds of food waste being prevented by an average family.

Excludes inedible food waste.

WRAP estimates the average family wastes £60/month on food waste.

428 kg

£487

thermostat down one degree

Average saving per year according to the Energy Saving Trust.

Cycle or walk

UK Department for Transport

shorter

model of travel

journeys

National Travel Survey 2019

instead of driving

UK Department for Transport fuel efficiency 2019 AA fuel prices

Reduce food waste

11

WRAP

Note latest 2021 Energy Saving Trust figures not published at time of report.

Repair tech

Restart project (Fixometer

items

device reference data, 09/2020)

Shorter

Energy Saving Trust

showers

(confirmed by email)

Savings for one device based upon an average CO2 saving from devices fixed in the project. Assumes half the CO2 of original device is saved by not being purchased.

62 kg

N/A

Based on typical family cutting showers from around 6 to 4 minutes, when gas heated saving 451 kWh.

94kg

£45

June 2021 Find out more at bt.com

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