A coalition of major brands including B&Q, Barratt Developments, Starbucks, TSB and Unilever is supporting the development of Home Advantage, a series of trials to encourage homeowners on sustainability.

Brought together by Hubbub, the project will develop clear guidance for how to support households to reduce their climate impact, based on in-depth research and testing. Currently 32 per cent of the emissions reductions needed between now and 2035 to meet the UK’s net-zero goal are down to the choices made by individuals and households according to the UK Climate Change Committee. Insights from the research will be shared with policymakers, businesses and campaigning organisations to inform their understanding of how they can best support households.

The initiative will see in-depth qualitative and quantitative research conducted over the coming months. UK households will be surveyed to understand current behaviours, motivators and barriers to change and to identify what support they need to overcome these barriers. Alongside this, Hubbub will work closely with a sample of homeowners to test behaviour change and messaging approaches, and to test potential policy scenarios.

Sam Dyer, head of sustainability, B&Q said: “By working with Hubbub and other collaborators, we aim to better understand and improve how we engage with homeowners and renters to help them to make more sustainable choices for their homes, for their benefit and the benefit of society as a whole.”

Other companies are welcome to join, and Hubbub see the current coalition as a foundation for the future.

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