Why does the campaign focus on individuals?

The University has a robust Sustainability strategy, supported by sub-strategies and policies to deliver on our commitment to reach net-zero carbon emissions across our buildings by 2030. To get us there, we need all staff and students to play a part. Through the combination of institutional policies, changes across our operations and individual behaviour change we can create a sustainable future. 

What research is it based on?

'The Future of Urban Consumption in a 1.5C World' report defines the necessary emissions reductions needed between now and 2030 and 2050. The analysis then explores key areas and sectors where leaders, businesses, and citizens can take rapid action to deliver these emissions reductions. It remains true that governments and businesses must focus on decarbonising electricity and implementing policy to drive down emissions, but individuals and communities also hold the potential to make significant reductions.  

The latest report by the IPCC states that shifting consumption patterns, for example towards cleaner forms of transport or more plant-based foods, could cut global greenhouse gas emissions by as much as 40-70 percent by 2050. 

'Be the Change' is inspired by existing behaviour change campaigns including grassroots project, 'The JUMP', and The UN Campaign for Individual Action, ‘Act Now’. It’s been developed with and for the University’s staff and students, with an awareness of significance to our wider community who may engage through seeing content online.

What's the aim of the campaign?
We want to empower our fellow staff and students with tangible things they can each do to make a difference. We hear from people across campus that they feel strongly about the climate emergency but they feelpowerless or don't know where to start. The goal is to engage people in the topic of sustainablity and help them make more informed consumer decisions.