Home Advantage
Home, sweet home
Home is where the heart is – and it’s also where we see a whole lot of potential for tackling climate change.
According to the Committee on Climate Change, 32% of the emission reductions needed between now and 2035 to meet net zero are down to the choices made by households, and the rest involves them in some way. Yet net zero is often little known or politicised.
Enter: Home Advantage. We’re bringing together a coalition of businesses, including B&Q, Barratt Redrow PLC, Starbucks UK, TSB, Unilever UK and VMO2 and a cohort of over 150 households to develop a blueprint for supporting households to take climate action. We’ll provide them with trusted advice and inspiration to help them be able to make changes at home, know it's making a difference, and get their say on what kind of support would help them go further.
Big changes are needed
From cutting down on meat to retrofitting our homes, UK households could make some big decisions to help tackle climate change.
The good news is many people want to take action and many already are. The bad news? There are lots of misconceptions about which actions are most effective. How to shop or consume less for the environment, does it really matter if we switch out meat at one meal? It can feel like a lot of noise, without a clear direction. What’s more, some actions can be expensive and confusing to figure out if it’s right for your home, like installing solar panels.
Building on strong foundations
There’s a wealth of insight into household barriers to taking climate action. We’ll be building on this to test and identify what support households need to do their bit for climate change. We know:
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The majority of the public are concerned about climate change
80% of people are concerned about climate change (DESNZ, 2023) and many want to take action. And lots of people are already doing things that have both environmental and other benefits, like opting for preloved clothes or reducing home energy use.
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But many don’t know which actions make the biggest difference
Hubbub polling shows only 45% of people know which of their actions most impact climate change – and many people wrongly rank recycling or reducing waste over reducing energy or meat.
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Cost, confidence and communication are big barriers
The complexity of knowing where to start can be overwhelming. From confusing or conflicting advice around how to heat and power our homes, to what diet to eat, to the costs of some of the changes – it can feel difficult to get started.
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And fairness and choice are important
Many studies note the public want the transition to a greener future to be fair, so everyone - whether business, government or your neighbour – doing their bit, is important. We know two-thirds of people think individuals have a role to play, but they also want to see action from those in positions of power.
Designing a blueprint
Home Advantage will work with a cohort of at least 150 households, to understand which of the most impactful changes at home - from the energy and food we consume to the stuff we buy and use, like clothes and tech - they are most willing and able to take.
The cohort will receive tips and inspiration on topics from home-retrofit to trying easy plant-based meals swaps, to how to extend the life of their clothing. They’ll also act as a live focus group to give their opinion on what would help households go further. Home Advantage will collate these learnings into a blueprint of recommendations of how businesses and governments can help households go even further.
