Citizen research
UNCOVERING THe ‘GOOD LIFE’ EVERYDAY PEOPLE WANT
The Good Life 2030 project started here.
To facilitate the necessary culture, behaviour and system change needed to halve carbon emissions by 2030, we need compelling visions of the future, informed by real everyday people.
WhAT DO UK CITIZENS REALLY WANT?
In collaboration with the Insight Climate Collective, we conducted deep qualitative primary research with a cross-section of the UK public to unearth their values and visions for a ‘good life’ in 2030 would be like for them.
Informed by Britain Talks Climate’s landmark study, our research investigates beyond the 13% of UK citizens are actively pushing for stronger climate measures and are, as a group, already well known to climate campaigners*. Our research focusses on 3 mainstream UK segments: Civic Pragmatists, Established Liberals, and Loyal Nationals . Together, they make up 42% of UK citizens, and represent a critical group to engage on climate change.
* According to landmark study Britain Talks Climate, published by Climate Outreach in 2020, which informs this citizen research.
The Reports
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UNIVERSAL REPORT
This report gives an abridged summary of citizens’ universal values and visions of a Good Life, outlining the clear shift from a life of separation, to a life of greater connectedness, for self, others and nature.
This report is for you if you want an entry point to the Good Life research; have an interest in engaging mainstream audiences; work in marketing, advertising or PR; have an interest in creative arts and community building.
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SEGMENT-SPECIFIC REPORT
This report gives a detailed analysis of the three citizen segments’ values and visions of a good life, with deeper analysis and recommendations on how to connect to each segment.
This report is for you if you have an interest in driving social change; work for an NGO, non-profit or community organisation; have an interest in climate narratives; are familiar with the Britain Talks Climate research.
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KEY TAKEOUTS
This report gives an executive summary of the five key takeouts from the citizens research.
LISTEN TO CITIZEN AUDIO SOUNDSCAPES
“A goal for public engagement around low-carbon lifestyles is to begin a dialogue to reimagine “a good life”, one that is compatible with a low-carbon world.
Given the relationship between income and overconsumption, how can we move beyond the idea that ‘well-being’ and ‘progress’ have to be tied to standard views of ‘affluence’ and ‘growth’?”
— Climate Outreach
