Over the course of the CRC for Low Carbon Living's (CRCLCL) Program 3 - Engaged Communities - it has developed a world class body of knowledge and an understanding of what is necessary to achieve mainstream uptake of high performance sustainable housing in Australia.
The challenge is to apply this wealth of knowledge in a coordinated way that translates into driving consumer demand of sustainable housing and set the conditions for the adoption of sustainable solutions by the residential housing industry. This will be achieved in this project by:
- The creation of a four episode video series via popular mass media style (eg Grand Designs Australia, Selling Homes Australia) video on demand content utilising research insights and expertise from RP3009, 3009e1, and RP3021;
- Application of innovative media and communication strategies identified in RP3021 to support mainstream adoption of low carbon products and practices;
- Application of extensive market research insights developed in RP3029 and RP3029e1 to optimally position the mass media content; and
- Measurement and demonstration of the effectiveness of CRCLCL research to create meaningful and long-term impacts in the adoption of sustainable solutions by the residential housing industry.
This project seeks to bring together a critical mass of knowledge developed within the CRCLCL to drive consumer demand for sustainable housing and stimulating existing industry behaviours to set the conditions for the adoption of sustainable solutions by the residential housing industry.
The project design and timing also seeks to create mass media style content as a tangible demonstration of the ongoing impact of the CRCLCL to align with the Commonwealth milestones R3.2.7 “Mass media dissemination strategy developed” and U3.1.7 “Media campaign launched to encourage use of CRC outputs” in early 2019.
Program
Project leader
Ivana Brown, NSW Office of Environment and Heritage
Project status
Complete
Project period
11/2018 to 04/2019
- Publications
- Partners
CRCLCL Project Reports
RP3021u1: Report: Renovate or Rebuild Pilot Project - Final Report
This is the final report for RP3021u1 Renovate or Rebuild Pilot Project. The research has shown that current ‘top down’ education approaches aimed at changing consumer behaviours to adopt sustainable housing options (including concepts like net zero energy homes) have been largely ineffective.
This project built on key findings of research conducted within the CRCLCL that communicating sustainability in a more mainstream way could significantly improve uptake of sustainable and energy efficient homes.
This project aimed to validate the approach through a pilot lifestyle mass media program. The approach had two key objectives to explore the use of mainstream media to:
- Stimulate demand from consumers for net zero energy homes
- Create a “path to market” for net zero energy home designs/ products.
RP3021u1: Renovate or Rebuild Pilot Project - Final Report (1587301 PDF)
Partners on this project
- bluetribe.co
- JOSH BYRNE & ASSOCIATES
- MASTER BUILDERS AUSTRALIA
- NSW Government Office of Environment & Heritage
- Curtin University