Our vision is a world where we don’t need to worry about our carbon footprint. Unfortunately, during the transition to a sustainable system, we will need to reduce our global emissions, including our personal contributions, to buy ourselves more time to address the problem.     

Mindset is key… from world leaders to consumers, the more we get in the habit of asking “what can we reasonably do to reduce our emissions?” the more we start to chip away at this issue from all angles, and the better the outcome will be. ​

Action inspires action… we can all be a positive driving force in building momentum for change; we are much more likely to take action when others around us are (and likewise we tend to feel demotivated when no one else is bothering to act). You are not alone in taking action, according to this survey in 2019, around 66% of UK citizens have made at least some changes due to climate change.

Everyone’s circumstances are unique; there is not one uniform formula for becoming more sustainable.
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A personalised plan needs to be EPIC, taking into account:

Effort - How much effort will it be and what are your constraints?

Preference - how do any changes you make affect the things you value?

Impact - What changes will make the greatest impact?

Cost- What are the costs, or savings, and what is affordable for you?

You could argue that any one action, in isolation, is reasonable. However, change requires effort, and it takes time to build new habits. Ideally we want to marry up the things that: 

• Require minimal effort
• Impact your preferences the least (e.g. maybe you’re not fussed if you holiday in Cornwall instead of Spain, but you love lamb chops more than anything else)
• Make the greatest impact, and
• Are affordable

​Below are the key areas individuals can make an impact, but it is UP TO YOU to determine what’s reasonable. Focus on one thing at a time… once a task is done, or habit engrained, then move to the next. 

Engagement - Keep learning, engage in constructive conversations and demand change. We believe this biggest impact you can have, particularly in supporting a transition to clean energy. See more here. 

Investments - Are your savings and investments creating a world we want to live in or are they contributing to the problem? See more here. 

Travel - Can you travel less or differently? Are you able to support the transition to electrification? See more here. 

Diet - Can you switch to a more plant based diet? Can you reduce food waste? Are you able to grow your own fruit and veg or eat locally grown & seasonal produce? See more here. 

Purchases - Reduce, reuse, recycle. Can you consume less by reducing your purchases and reusing, sharing or borrowing things already purchased? Can you purchase something that can be recycled? See more here. 

House & Home - Can you make your home more energy efficient or reduce your energy use through changes in habit? See more here. ​

How this model might be applicable to you...

A university student might be more confined by costs, but less restricted by time and effort. Reasonable action for them might then include campaigning and spending time browsing for second hand items.

A young professional in a major city might be less confined by budget and availability of alternatives, and more constrained by time and effort. Eating a more plant-based diet could therefore be a reasonable option, with plentiful options available in both supermarkets and restaurants.

A wealthy investor might be able to make the most effective impact by moving their money around and investing in more sustainable stocks. Or by using their shareholding to support more climate friendly decisions.

A retired traveller may be less confined by budget and time when it comes to holiday planning, switching from a plane to a train may therefore be a reasonable action for this section of society.

Further Resources:

Count Us In - Is an organisation that focuses on practical action around climate change.