New research in BIT's 'How to build a Net Zero society' report finds that most people find it hard to make more sustainable choices in their own lives, despite 9 in 10 wanting to do so. They want to see strong leadership from government and business to make green choices easier.

These high levels of public support aren't just in the abstract - there are big majorities in favour of a whole host of specific policy recommendations, including many often deemed more controversial.

Listen to the team discuss this new research and what it means for how behavioural science can help reach Net Zero. The 'How to build a Net Zero society' report can be downloaded here: https://www.bi.team/publications/how-to-build-a-net-zero-society/ 

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