The challenges facing the energy sector are immense, from taking action on climate change to providing an affordable supply. The Environment Research team at Ipsos MORI has undertaken research into these challenges for a range of clients from Academics to Government and the Energy Industry. Edward Langley, head of Ipsos MORI's Environment research team, and his colleague Antonia Dickman, shared some of their insights from this research as part of University College London’s Energy Seminar series.

1. Paste co-brand
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Switched on or switched off? Public attitudes to
the UK’s energy challenges
Edward Langley, Head of Environment Research, Ipsos MORI
Antonia Dickman, Associate Director, Ipsos MORI
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2. What we will cover today
What the public think about the…
1. Key challenges facing the UK energy
sector
2. Acceptability of renewables and nuclear
as a way of meeting the UK’s energy
supply needs
3. Willingness to help address energy
demand issues and the levers to
encourage behaviour change
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3. We will discuss findings from a range of research studies
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4. What do the public think about
the key challenges facing the
energy sector?
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5. Government and industry face significant challenges
Climate change
mitigation
Affordable
supply
Low carbon
economy
Energy
security
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6. The public believe the climate is changing and are
concerned, but the proportions are falling
Q. As far as you know, do you personally think the world’s climate is changing, or not?
% Yes
% No
% Don’t know
4%5%
6%
9%
15%
19%
2005
2010
2013
72%
78%
91%
Q. How concerned, if at all, are you about climate change, sometimes referred to as
‘global warming’?
82%
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71%
Bases: 2013: 973 British adults, aged 15 and over, 8th - 26th March 2013; 2010:
1,822 British adults, aged 15 and over, 6th January - 26th March 2010; 2005:
1,491 British adults, aged 15 and over, 1st October – 6th November 2005
60%
Source: Nuclear Power, Ipsos MORI/Cardiff
University/UKERC, 2013

7. Why has there been a fall in concern?
Source: The Sun, 22nd Jan 2013
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8. It’s the Economy stupid!
Q. What do you see as the most/other important issues facing Britain today?
Top mentions %
Economy
Unemployment
Race relations/Immigration
NHS
Defence/foreign affairs
Crime/Law and order
Education/schools
Poverty/Inequality
Inflation/Prices
Housing
Base: 967 British adults 18+, 8th – 12th August 2013
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Environment (4%)
Source: Ipsos MORI Issues Index

9. Issues Facing Britain: Pollution / Environment
Q. What do you see as the most/other important issues facing Britain today?
Cameron becomes
PM
Wettest Autumn since records began –
widespread flooding across the UK
Cameron’s “Vote
Blue, go Green”
campaign at 2006
local elections
EC proposes carbon
emission cuts of 20%
by 2020
Buncefield Oil Depot fire – toxic cloud
reaches northern Spain
Base: representative sample of c.1,000 British adults age 18+ each month, interviewed
face-to-face in home
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Stern
report
Source: Ipsos MORI Issues Index

10. The environment is less of a priority across the board
% Important issues facing Great Britain today is “Pollution/Environment”
25%
20%
15%
10%
5%
0%
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Source: Ipsos MORI Issues Index, 1996-2012
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11. Public express doubts about the shift to a low carbon
economy
“Our world is changing.
In a time of recession,
investment in developing
greener forms of energy
will create new jobs and
economic opportunities.”
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How many jobs?
For whom? Not for people
like me?
What about people losing
jobs in conventional energy
sector?

12. Public definitely agree there is an affordability issue
Over four in five consumers …
…are concerned about
their household
energy bills (84%*)
…want to reduce
energy usage (81%**)
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*Source: Ipsos MORI / DECC
Base: 2,817 British adults aged 18+ at least partly responsible
for paying household energy bills, 5th April – 2nd May 2013
**Source: Cardiff University / UKERC/ Ipsos MORI
Base: 2,441 British adults, aged 15 and over, 2nd-12th August 2012

13. Security of supply is also a significant concern for Brits
% Concerned that in the future…
The UK will become too dependent
on energy from other countries
81%
Supplies of fossil fuels (e.g. coal and
gas) will run out
78%
But climate change or not, fossil fuels
are going to run out. So I do use low
energy bulbs. I have double glazing,
insulation and cavity walls. There is not
much more I can do … other than train
myself to put only one cup in the kettle.
Base:1,822 British adults, aged 15 and over, 6th January-26 March 2010
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Source: Cardiff University / UKERC / Ipsos MORI

14. Brits care much more than most about energy security
Q.
What are the three most important environmental issues in your country?
% Future energy sources and supplies
Sweden
Germany
Great Britain
Japan
USA
South Korea
Australia
South Africa
Spain
Belgium
Italy
Canada
Poland
France
China
Turkey
Hungary
Argentina
Indonesia
Saudi Arabia
India
Mexico
Russia
Brazil
58
56
50
50
50
42
39
36
36
35
35
33
30
28
27
27
25
23
23
19
12
8
7
4
Base: Between 500-1010 respondents per country, February 2 - 14 2011
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Source: Ipsos Global @dvisor

15. What does this mean for public perceptions of theof
What does this mean for public perceptions steps
energy address the
we need to take to challenges? UK’s energy challenges?
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16. How acceptable are renewables
and nuclear as a way of
meeting the UK’s energy
supply needs?
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17. While renewables are favoured over fossil fuels,
support has declined
Q. How favourable or unfavourable are your overall opinions or impressions of the
following energy sources for producing electricity currently?
% Very/fairly favourable
Solar
Hydro
Wind
Gas
Biomass
2013
2010
Nuclear
2005
Oil
Coal
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Bases: 2013: 973 British adults, aged 15 and over, 8th - 26th March 2013; 2010:
1,822 British adults, aged 15 and over, 6th January - 26th March 2010; 2005: 1,491
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British adults, aged 15 and over, 1st October – 6th November 2005
Source: Nuclear Power, Ipsos MORI/Cardiff
University/UKERC, 2013

18. Benefits of nuclear power outweighing risks for public
Risks outweigh benefits
Benefits outweigh risks
How concerned, if at all, are you about nuclear power?
2005
Q. From what you know or have heard about using
nuclear power for generating electricity in Britain, on
balance, which of these statements, if any, most closely
reflects your own opinion?
2010
2013
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28
31
16
13
38
% Very/fairly
concerned
34
Bases: 2013: 973 British adults, aged 15 and over, 8th - 26th March 2013; 2010: 1,822 British adults, aged 15
and over, 6th January - 26th March 2010; 2005: 1,491 British adults, aged 15 and over, 1st October – 6th
Source: Nuclear Power, Ipsos MORI/Cardiff
November 2005
University/UKERC, 2013

19. On balance public likely to support replacing our nuclear power
stations, but some work to be done to convince more
42%
33%
support
oppose
55% agree “if we
had safer nuclear
power stations, I’d
be prepared to
support new ones
being built”
Q. To what extent do you support or oppose the
building of new nuclear power stations in Britain to
replace those being phased out over the next few
years? This would ensure that the previous
proportion of nuclear energy is retained.
Base: 973 British adults, aged 15 and over, 8th - 26th March 2013
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Source: Nuclear Power, Ipsos MORI/Cardiff
University/UKERC, 2013

20. And still NIMBY attitude towards nuclear
Oppose building in local area (5 miles from home)
54%
21%
Base: 2,441 British adults, aged 15 and over, 2nd-12th August 2012
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Source: Energy Systems, Ipsos MORI / Cardiff University/UKERC, 2013

21. Climate change may not be most effective frame for
communicating on energy choices with the public
Q. To what extent do you agree or disagree…..
“I am willing to accept the building of new nuclear power stations if it
would help to tackle climate change”
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Bases: 2013: 973 British adults, aged 15 and over, 8th - 26th March 2013; 2010: 1,822 British adults, aged 15
and over, 6th January - 26th March 2010; 2005: 1,491 British adults, aged 15 and over, 1st October – 6th
Source: Nuclear Power, Ipsos MORI/Cardiff
November 2005
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University/UKERC, 2013

22. Public preferences for UK energy mix
• Renewables and nuclear understood to
be part of the solution
• Support for renewables is falling, however,
perhaps due to:
• increasing concern for impact on billing
• weakening concern for climate change
• Despite support, there is still public concern about safety
of nuclear power
 Need to re-frame renewables as a way of tackling energy security,
and not as way of meeting climate change targets
 Need balanced debate about risks posed by nuclear power
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23. What are the public willing to
do to help address energy
demand?
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24. Gas is still the default option for heating our homes
Q. If you were going to replace your current heating system, what types of
heating system would you consider to heat both your home and hot water?
81%
3%
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3%
Base: All GB homeowners aged 18+ who do not currently heat their home
mainly using a GSHP, ASHP, biomass boiler or heat network (2,848), 28th
Source: More Efficient Heating Study, Ipsos MORI / DECC, 2013
August to 14th October 2012

25. We do have aspirations to reduce how much we use
74%
I have tried to reduce the
amount of energy I use at
home
59%
I think there is more I could
do to reduce the amount of
energy I use at home
“I do think about how much it’s going
to cost me [and] I was brought up not
to waste things unnecessarily or using
things for the sake of using them.”
Householder aged 70+, CERT evaluation (DECC/Ipsos MORI)
Base: 2,210 British adults aged 18+ at least partly responsible for paying household energy bills, 5th April – 2nd May 2013
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Source: Smart meter tracker, Ipsos MORI / DECC, 2013

26. But some concern about loss of control?
% Acceptable
% Unacceptable
…automatically
turning off if left on
standby for long time
…turning off after set
period of time (e.g. 10
mins)
…switched off by
electricity network
operator for short periods
of time
Base: 2,441 British adults, aged 15 and over, 2nd-12th August 2012
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Source: Energy Systems, Ipsos MORI / Cardiff University, UKERC, 2013

27. Responsibility firmly placed on Government
“Mainly responsible for ensuring appropriate changes are made to UK energy
system over next 40 years”
54%
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Base: 2,441 British adults, aged 15 and over, 2nd-12th August 2012
Source: Energy Systems, Ipsos MORI / Cardiff University/UKERC, 2013

28. What levers are there to
encourage less energy
intensive behaviours?
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29. COM-B model of behaviour change
Behaviour occurs as an interaction between three necessary
conditions...
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Source: Michie et al (2011) Implementation Science

30. There are many interventions targeting these levers
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31. In terms of broad principles the public support the Government
providing information, incentives and direct action on business
Thinking about using the planet's resources in a sustainable way (i.e. in a way
that protects the quality of life of future generations), what, if anything, should
Government do?
Strongly / tend to support (%)
Provide information on how to live
more sustainably
90
Provide incentives to live more
sustainably
90
Make companies be more
sustainable
87
Ban the most unsustainable
products
55
Make unsustainable products
more expensive
54
Not get involved in whether or not
people choose to live sustainably
40
Base: 1,014 British adults aged 16-64, surveyed online between 4th – 22nd November 2010
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32. Real-time information powerful tool
Q. In the last six months, would you say the frequency with which you do
the following behaviours has increased, decreased, stayed about the
same or do you not know?
Looked at RTD
Not looked at RTD
% who increased their behaviour
Turning off lights when
they aren’t needed
32
19
Turning off unused
appliances (televisions/
computers) rather than
leaving them on standby
Unplugging chargers
when they are not in use
Only boiling the kettle
with as much water as
you need
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31
18
26
16
22
15
Base: Base varies depending on how many customers have the appliance. ‘Not
looked at RTD’ includes customers who have not received or installed their RTD.
18 November – 17 December 2010
Source: Ipsos MORI/ERA, 2010

33. Consumers respond well to real-time information
“It jumps right up when I put the kettle on
from 3p to 47p so you can really see how
much it adds to your bill doing different
things.”
“You see it when
you come in and
you think 'oh yes
must turn off the
lights'. It prompts
you to keep up
with those kind of
actions.”
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“I do glance at it
every time I come
to the sink.”
Source: Ipsos MORI/ERA, 2010

34. There are differing levels of interest in smart meters
Q. To what extent would you be interested, or not, in having a smart meter
installed in your home in the near future?
Very interested
Fairly interested
Not very interested
Not at all interested
Don't know
April
2012
9
32
25
28
5
Oct
2012
9
31
27
27
5
April
2013
9
30
28
31
Base: Adults aged 18+ who are at least partly responsible for paying household energy bills and have not had a smart meter installed:
Wave 1 (2,267), 30th March – 26th April 2012; Wave 2 (2,049) 5th – 20th October 2012: Wave 3 (1,984) 5th April – 2nd May 2013
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Source: Smart meter tracker, Ipsos MORI / DECC, 2012/2013
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35. Although expected to help households budget and to avoid
wasted energy use
Q. What, if anything, do you think you would benefit from if you had a smart meter
installed in your home? (spontaneous)
Base: 2,210 British adults aged 18+ at least partly responsible for paying household energy bills, 5th April – 2nd May 2013
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Source: Smart meter tracker, Ipsos MORI / DECC, 2013

36. Power of social norms and trusted sources
“There were so many houses
in the area getting done...
Once you’ve seen the van you
just followed suit.”
CERT customer, North Shields
“A lot more people were getting it
done, and you cannot think I’m
right and they’re all wrong.”
CERT customer, North Shields
“I knew if the council was in the
scheme there wasn’t going to be
any hidden charges.”
CERT customer, North Shields
Source: CERT Evaluation, Ipsos MORI/DECC, 2011
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37. Where does this leave us?
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38. Some clear preferences, but also some challenges
Public would like our future energy system to involve…
• Renewables, and probably nuclear
• Improved energy efficiency
• Assistance budgeting and ensuring an affordable supply
But significant challenges remain…
•
•
•
•
Gas remains most popular way to heat homes
Reluctance to lose control of home energy use
NIMBY attitude to nuclear
Responsibility firmly placed on Government
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39. For more information please contact:
Edward Langley
Edward.langley@ipsos.com, 020 7347 3154
Antonia Dickman
antonia.dickman@ipsos.com, 020 7347 3157
Paste co-brand
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40. Links to published reports with further discussion of the findings
presented here:
Ipsos MORI research for Department of Energy and Climate Change - Public Awareness,
Attitudes and Experience of Smart Meters (2013)
http://www.ipsos-mori.com/researchpublications/researcharchive/3033/Public-AwarenessAttitudes-and-Experience-of-Smart-Meters.aspx
Ipsos MORI research for Department of Energy and Climate Change – Homeowners’
willingness to take up more efficient heating systems (2013)
http://www.ipsos-mori.com/researchpublications/publications/1612/DECC-Taking-up-moreefficient-heating-systems.aspx
Cardiff University / Ipsos MORI research for UKERC – Transforming the UK energy system:
Public values, Attitudes and Acceptability (2013)
http://www.ukerc.ac.uk/support/article3045-New-UKERC-research-defines-values-whichdetermine-public-acceptance-of-energy-system-change
Cardiff University / Ipsos MORI research for UKERC – Public Attitudes to Nuclear Power and
Climate Change in Britain Two Years after the Fukushima Accident (2013)
http://www.ukerc.ac.uk/support/article3253-British-public-split-on-nuclear-power
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