The Times, January 2011
Will people choose a product based on its sustainability credentials — weighing up different factors and assigning them different levels of importance? As any behavioural economist will tell you, the reality is much more complex and much less rational. Sustainability is only one factor in many. Trying to measure its exact contribution is probably a fools’ game. It is far better to make sure that all the different factors — including sustainability — come together and point in one, compelling direction.
Recent developments in the motor industry are a case in point: low mpg cars are good for the environment; they save you money; they exempt you from, or reduce, certain charges; they’re the celebrity choice; and they perform. Manufacturers have raised the average mpg of new cars in Britain from 37.9mpg in 2006 to 45.1mpg in 2010 (DrivenData). Some have capitalised more than others and, by going further and doing more, such cars are beginning to make a big difference to sales.
The next step is to help people to save fuel by driving more efficiently. The most efficient way is to drive “fluidly” — early gear changes, smooth acceleration, efficient deceleration and steady average speed. On average, the top 10 per cent of eco-drivers reduce fuel consumption by 16 per cent, saving 2,895kg of CO2 emissions and £1,260. So, of five nationalities tested by Fiat, which drives most efficiently? The British. Closely followed by the Germans, autobahns and all. The French are in the middle of the road, then the Italians. Last? The Spaniards.
