Amidst a growing enthusiasm for eco-friendly domestic choices and a burgeoning sense of pride in renewable energy, the challenge of limited knowledge and lack of governmental endorsement remains a barrier to broader adoption.
Gone are the days when the envy of a new car or the trend of acquiring pets during the pandemic ruled the neighbourhood. Today’s most influential neighbourly effect is seen in the domain of home enhancements and the shift towards more sustainable living, as revealed by the latest consumer insights from Solar Together. The study delves into how neighbourly actions and dialogues, coupled with attitudes towards renewable energy, are shaping behaviours.
The research unveils that over a third of Britons feel a strong neighbourly influence towards embracing greener habits, with nearly 40% contemplating home renovations after seeing a neighbour undertake similar projects. Additionally, more than a quarter of participants expressed a preference for living in, or a desire to move to, eco-aware communities, where renewable energy, such as solar panels, is prevalent.
Yet, the study also uncovers a silent group, with 28% of Britons not engaging with their neighbours. Among those who do, conversations about the environment have increased for almost 10% in comparison to five years ago, and 20% would turn to their neighbours for advice on incorporating renewable energy into their homes. The rising cost of living has become a prevalent topic of neighbourly chats, with over 40% discussing financial concerns.
Adam Parvez, Behavioural Science Specialist at iChoosr, the force behind the Solar Together collective purchase schemes, remarks, “Our new research shows the power of social influence and community dynamics in fostering sustainable behaviours. Individuals look to their peers for cues on how to act, especially in areas where they may feel uncertain or seek validation.
“The findings build on previous research that found one of the biggest predictors of getting solar panels was if your neighbour also had them – and, in particular, if existing installations are highly visible. Understanding and harnessing these behavioural drivers will not only drive adoption of renewable energy – facilitating a shift towards more sustainable living – but also build stronger, more environmentally conscious communities in the process.”
While 44% of participants are keen on the notion of self-sufficiency, the perceived intricacies and financial uncertainties of renewable energy installations are deterrents. The looming General Election only adds to the confusion, with a significant portion of the populace unclear about the government’s environmental policies and a third unaware of the identity of the UK Energy Secretary.
George Frost, UK Country Manager at iChoosr, adds, “The rising cost-of-living and shakeup in the energy market over the past couple of years have shifted perceptions and attitudes – and as a result rising numbers of homeowners are looking for renewable energy sources to cut costs and be more eco-conscious. And, as we can see, more of us are now leaning over the garden fence to ask for neighbourly advice on how to make the switch.”
The study also noted that witnessing neighbours engage in physical activities could motivate nearly a quarter of the respondents to exercise more. However, the influence wanes when it comes to purchasing pets or new cars, affected by 15% and 7% of the participants, respectively. Cosmetic procedures and family planning are among the least influenced decisions by neighbourly actions, at 1% and 5%.
Through partnerships with local councils, iChoosr’s Solar Together programme has achieved remarkable success throughout the UK, facilitating over 30,000 solar panel installations expected to mitigate 630,000 tonnes of carbon emissions over a 25-year span.
