• Tipping Point or Turning Point?

    Environment, Communication Design

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    In the face of a dangerous climatic tipping point, we stand on the verge of a behavioural turning point? Or do we?

    Downing and Ballantyne's 2007 report, entitled Tipping Point or Turning Point is a worthy read into the reality of ethical consumer attitudes and their resistant behaviours to embrace more sustainable lifestyles.

    In the high street consumer are confronted with more and more sustainable choices – HSBC is suddenly a green bank; Marks and Spencer’s has its Plan A; Ikea doesn’t give free plastic bags. At the ballot box David Cameron wants the public to “Vote Blue: Go Green”. Arnold Schwarzenegger has traded movie stardom with investigating the US’s flagship low carbon policy, while Al Gore, when not directing Oscar-winning documentaries on climate change, is organising global rock concerts.

    Maybe we’ve made it then. Scientists are at a virtual consensus. NGOs convinced, politicians persuaded, and business on board. Surely then, the debate is over. In the face of a dangerous climatic tipping point, we stand on the verge of a behavioural turning point? Or do we?

    According to recent MORI results into consumer attitudes to Climate Change, ‘irrespective of cause’, 88% of the public believe that the climate is changing, however, only 46% believe human activity is the primary cause. The report is a valuable read, with plenty of reality checks into the ethical attitude-behaviour gap, occurring amongst UK consumers.

    Download the pdf report here.

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