Research undertaken by the Cooperative Research Centre for Low Carbon Living (CRCLCL) has shown that current ‘top down’ education approaches aimed at changing consumer behaviours to adopt sustainable housing options (including concepts like net zero energy homes) have been largely ineffective.
This project builds on key findings of research conducted within the CRCLCL that communicating sustainability in a more mainstream way could significantly improve uptake of sustainable and energy efficient homes.
This project aims to validate the approach through a pilot lifestyle mass media program. The approach has two key objectives to explore the use of mainstream media to:
stimulate demand from consumers for net zero energy homes; and
create a “path to market” for net zero energy home designs/ products.
The project aimed to validate the viewer engagement, to support behaviour change, the use of an impact community and the potential for a commercially viable business model. To assess the approach against these criteria the project the pilot included:
A 30 minute pilot TV show published on YouTube (‘Renovate or Rebuild’)
A call to action website with featured products and resources.
Recruitment of an impact community to promote the content.
Behavioural science research via focus groups and online analytics.
Integrated promotion of the show across various social media channels.
Industry misconceptions around high cost and poor market interest in energy efficient homes continue to obstruct the mass adoption of low carbon housing. Josh’s House demonstrates that low carbon housing is accessible and cost effective. The Star Performers series showcases how...Read more
Many established homes (most Australian homes) perform quite poorly in terms of energy efficiency and other resource use. Home renovation is a key point at which sustainability could be improved as people have already decided to spend money on renovation (some $32b a year...Read more
In response to feedback, high-income households can reduce their energy use to a larger degree than low-income households (17% vs 3% reduction). This and other insights were gained by two rapid reviews into research, both Australian and International, on digital services and...Read more
This paper is a review of the potential commercialisation and adoption pathways for a suite of energy efficiency policy-uptake modelling capabilities from the Commonwealth Scientific and Industrial Research Organisation’s (CSIRO). Common Capital undertook this review for the Cooperative Research Centre (CRC) for Low Carbon Living and CSIRO.
This study compares and contrasts Australian and global best practices in policy and regulation for the energy and carbon performance of the built environment. It examines the drivers and opportunities for, and barriers to, the adoption of best practices in Australia.