New Guide Shows What Actually Drives People to Decarbonise – and How to Respond

The document, A Citizen’s Guide to Decarbonisation: An End-Users Guide to Influence Behavioural Change, was developed by Cork County Council under the Interreg Northern Periphery and Arctic (NPA) programme. It does not offer slogans. Instead, it examines research, real-world practice and regional conditions to design a structure that local authorities and agencies can use to guide citizens toward lower-carbon choices.

What people actually respond to

The report’s research review identifies three consistent drivers of individual decision-making:

• Life stage matters – homeowners, tenants, landlords and rural residents face different constraints and motivations.
• Financial savings often outweigh carbon arguments – people compare upfront costs with long-term savings.
• Implementation barriers block action – complexity, lack of trusted information and fear of disruption delay decisions 

The implication is clear: climate communication that fails to address cost-benefit clarity and practical barriers will underperform.

Lessons from across Northern Europe

The report draws on examples from Norway, Sweden, Iceland, Ireland and the Faroe Islands. These include:

• Simple cost-labelled guides to home energy savings
• Public energy calculators
• Direct engagement events for homeowners
• Communication networks linking municipalities and professionals
• Campaigns that shift everyday travel habits

The common feature is not technology. It is structured, accessible guidance paired with credible institutions.

One key insight: tools alone are not enough. Where online calculators existed, uptake depended heavily on communication and awareness. Where engagement was face-to-face, participation rates were stronger.

Context changes everything

The report emphasises that decarbonisation advice must reflect:

• Local climate conditions
• National energy mixes
• Electricity price volatility
• Available grants and financial supports

For example, in high-electricity-cost contexts, efficiency investments deliver clearer financial returns. In colder regions, insulation upgrades have stronger impact. A “one-size-fits-all” guide will fail. 

What a useful citizen guide should include

Based on research and partner experience, the report proposes a five-part structure for a digital guide:

• Impacts, Strategy and Plans – clear summaries of climate goals and local relevance
• Toolkits – carbon calculators, technical explanations, and baseline assessments
• Idea Bank – case studies, podcasts, peer examples
• Actions – step-by-step measures for households, communities and small businesses
• Funding – consolidated, up-to-date financial supports

It also recommends a website format for credibility, update flexibility and data tracking.

What people can learn

For citizens:

• Small and mid-cost measures still matter.
• Clear cost/benefit information reduces hesitation.
• Trusted “one-stop-shop” services reduce risk and complexity.
• Peer examples influence uptake.

For municipalities and agencies:

• Behavioural change requires structured support, not just awareness campaigns.
• Financial clarity is as important as environmental messaging.
• Guides must be localised to climate, funding and energy systems.
• Installer competence and regulatory clarity are part of citizen confidence.

For policymakers:

• Simplified licensing, visible funding pathways and stakeholder engagement increase adoption of renewable systems.
• Communication design is as important as technical design.

The core message

The report does not claim that a guide alone will decarbonise regions. It argues that well-designed, locally adapted guidance—grounded in behavioural research and backed by credible institutions—can reduce the friction that prevents action.

The key takeaway is practical:
People act when the benefits are clear, the process is manageable, and the support is visible.

That lesson applies across the Northern Periphery—and beyond.

Download the Citizens guide to Decarbonisation to learn more