THE 10:10 campaign is asking us to reduce our CO2 emissions by 10 per cent in 2010. Can voluntary carbon abstinence make a difference?
For the last couple of years it has become fashionable to do one’s bit to tackle climate change. Individuals have voluntarily decided to abstain from certain activities such as flying, using the car or eating meat in order to reduce their carbon footprint.
In September 2009 the 10:10 campaign was launched as an ambitious project to unite every sector of British society behind the simple idea: that by working together as a nation we can achieve a 10% cut in the UK’s carbon emissions in 2010.
The motivation for the campaign was that politicians have so far failed to do what needs to be done. The campaign believes it is time for ordinary people to show that they are ready to defend our children’s futures.
The 10:10 campaign follows similar campaigns to reduce personal carbon emissions such as Earth Hour, Act on CO2 and Stop Climate Chaos. It builds upon a recent history of collective action and awareness raising such has the 1985 Live Aid concert, 2005 Make Poverty History campaign and more recently the 2007 Live Earth event.
These events create a critical mass of public support and awareness. People join in herds to be part of something that is big and trendy and often backed by key celebrities.
There is no doubt that such big events create a tsunami of awareness that galvanises the public to take action. However, once the razzmatazz is over and the publicity has faded away does such events leave any lasting impression? More importantly will the change in behaviour or pledged action such as carbon abstinence continue?
There is a public willingness to be greener, individuals are often waiting for an enabling and supportive structural framework to collectively facilitate desired behaviour. They often look to others such as the government and business to take the lead, i.e. the notion of “I will if you will”.
While regulation and enforcement are key elements in reducing carbon emissions, they have yet to deliver the fundamental shift required in our level of consumption. Structural and psychological issues can limit and influence our lifestyle choices and behaviour.
Voluntary carbon abstinence can be effective approach to achieving sustained greener beahviour. However, the messsage has to be communicatd in the right way and a supportive institutional/ social, infrastructural and fiscal framework needs to be available.
A report by the Institute for Public Policy Research (IPPR) suggests that an approach based on saving public money, and giving the public greater control over energy bills and independence from suppliers would be more effective to engage people in adopting a low carbon lifestyle.
The report suggests that a reduction in carbons emission requires convincing consumers that in adopting lower-carbon lifestyles they can save money and have control in a chaotic world, and they can do the right thing and look good without being an environmentalist.
Individuals who participate in voluntary initiatives are acting as environmental citizens and voluntarily internalise externalities of their current lifestyle for the sake of the common good, i.e. averting the global climate crisis.
Reducing our carbon footprint requires moving from environmental awareness and concerns to collective action. Voluntary carbon abstinence is one way of empowering, educating and achieving attitudinal change in individuals.
Campaigns such as 10:10 provide the vehicle to do this. However, maintaining the mometum once the campaign is over is essential. This requires campaigning groups to keep the issue alive in the public consciousness.
Morely importantly, it will require government and business to provide the incentives and infrastructure to make a low carbon lifestyle the easy, affordable and enjoyable and natural option for everyone.
© Gary Haq 2009