Campaigners need new techniques to promote 'greener' travel behaviour - report
Fri 27 January 2006
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A report arising from an initiative of leading environment groups says that the green movement has so far had only limited success in encouraging the wider public to listen to environmental messages, arguing that more innovative and imaginative approaches are needed to make travel behaviour 'greener'.
The Green-Engage project was set up with the backing of leading environmental groups, including WWF, Transport 2000, Friends of the Earth, Sustain and Green-Alliance, in 2005.
The report - 'Painting the Town Green' - aims to create a blueprint for the ‘green movement’ in the widest sense to more effectively help and persuade people to adopt environmentally friendly behaviours.
The report states that efforts to change travel behaviour are too simplistic and patronising and often adopt a hectoring tone that alienates the target audience. The report calls on government, pressure groups and opinion formers to find new ways of trying to persuade people to adopt less environmentally damaging behaviour patterns.
The authors argue that public participation is essential if environmental objectives are to be met. It recommends deep changes in how the wider green movement communicates in order to achieve public behaviour change across a range of 'lifestyle areas', including transport and energy use.
Related Links
'Painting the Town Green' report details
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