Reducing CO2 Emissions: the Context for Change and Possibilities for Unexpected Community Benefits
E Ampt, SKM, AU
This paper puts the behaviour change approach in context in relation to supply and demand management. It also shows that this approach can give unexpected community benefits that cement and often expand the initial changes made.
This paper outlines a framework for understanding the approaches to reductions in energy use in transport, energy, water and waste. It clearly articulates the differences between supply and demand management and argues that the increasingly widely used method called ?behaviour change? is a separate approach. Furthermore it describes two different ways of implementing behaviour change projects ? one top down (social marketing), and the other bottom up (an individual community development approach).
The paper goes on to describe the way in which a community development approach (particularly in the area of transport) focuses on the individual and household helping themselves to bring about changes that they want (ranging from saving time and money, through to keeping their children safe, getting to know people in the community, and even losing weight! In achieving these goals, people and communities often also reduce kilometres and greenhouse gases.
The paper gives examples of unexpected outcomes ranging from a community building a playground, to the creation of artworks, to the opening of a medical centre. It then puts these into perspective and describes why, although the exact outcome cannot be predicted, it is not unusual that a community of people that are able to shape their own lives are also likely to create a new environment for themselves and others.
Finally it is shown how one component of the community development approach (teaching people to deal with similar issues in the future) will be increasingly relevant in the areas of emissions reduction in energy, water and waste ? as well as in transport.
Association for European Transport