Most British households would rather take on me than take on climate change, you might think. But you’d be wrong.
New research reveals that 94 per cent of UK households would shift their washing machine usage to cut carbon emissions. Nearly eight in 10 would time-shift their dishwashers. Even 43 per cent would adjust when they charge their electric vehicles.
The catch? Only 28 per cent know that the carbon intensity of their electricity changes throughout the day.
That 55-point gap between awareness and understanding represents the biggest untapped opportunity in Britain’s drive towards net zero. While most households care deeply about carbon emissions, they’re making decisions in the dark about when their electricity is cleanest.
The findings emerge from a survey I conducted in August 2024 as part of my Master’s research into eco-visualisations and household behaviour change. Fifty-four UK households revealed a striking paradox: people want to help but don’t know how.
The respondents painted a picture of modern Britain: predominantly homeowners aged 35-44 living in semi-detached or detached properties. Two-thirds already monitor their energy usage in some form. They’re not climate deniers or energy-indifferent. They’re simply operating without crucial information.
Consider what they don’t know. On a sunny, windy afternoon, grid carbon intensity might drop to 50g CO₂/kWh. On a still winter evening, it could hit 400g CO₂/kWh. Same appliance, same energy consumption, but eight times the carbon impact. The difference between working 9 to 5 and working whenever the wind doesn’t blow.
The Carbon Knowledge Gap
The numbers tell the story starkly. While 83 per cent of respondents understood carbon emissions and their environmental impact, only 28 per cent grasped that electricity has a carbon intensity that fluctuates every 30 minutes.
General awareness vs understanding of time-varying emissions (n=54)
| Category | Aware (%) | Not Fully Aware (%) |
|---|---|---|
| General Carbon Awareness | 83.3% | 16.7% |
| Know Emissions Vary by Time | 27.8% | 72.2% |
A 55-point gap: most people care about carbon but don't know that when they use electricity matters.
Another 41 per cent had “some awareness” of time-varying emissions. But nearly one-third either didn’t know or remained unsure. The gap matters because Britain’s electricity grid increasingly runs on renewables whose output fluctuates with weather conditions.
This isn’t about lacking environmental concern. The research shows the opposite. When asked about willingness to adjust energy habits, responses revealed enthusiasm that would make Duran Duran proud.
Willingness to Adjust Energy Habits
Only 1.9 per cent (a single respondent) refused to consider any behaviour change for carbon reduction. The rest showed remarkable openness to adapting their routines.
How willing are UK households to change behaviour for carbon reduction? (n=54)
| Willingness Level | Respondents (%) |
|---|---|
| Very willing | 35.2% |
| Moderately willing | 27.8% |
| Already doing this | 14.8% |
| Extremely willing | 13% |
| Slightly willing | 7.4% |
| Not at all willing | 1.9% |
90.8% are at least slightly willing to change — only 1.9% refused outright.
Nearly 91 per cent expressed at least slight willingness to change. The breakdown suggests genuine commitment: 35 per cent were “very willing,” while 13 per cent rated themselves “extremely willing.” Another 15 per cent claimed they were already adjusting habits.
But willingness varies dramatically by appliance type. The research revealed clear patterns about what people will and won’t shift.
Appliances People Would Time-Shift
The washing machine emerges as the clear winner for flexibility. Ninety-four per cent of respondents would consider running it at different times to reduce carbon emissions.
Percentage willing to use appliances at different times to reduce carbon (n=53)
| Appliance | Would Time-Shift (%) |
|---|---|
| Washing machine | 94.3% |
| Dishwasher | 79.2% |
| Tumble dryer | 77.4% |
| EV charger | 43.4% |
| Oven | 20.8% |
| Kettle | 15.1% |
Time-bound appliances (kettle, oven) rank lowest — people won't delay their dinner. But laundry? That can wait.
Dishwashers and tumble dryers followed at 79 per cent and 77 per cent respectively. These “set and forget” appliances clearly suit time-shifting better than interactive ones.
The pattern breaks down with time-sensitive appliances. Only 21 per cent would delay cooking, and just 15 per cent would postpone their kettle usage. Nobody’s delaying dinner or their morning tea, not even for the planet.
Electric vehicle charging sits interestingly in the middle at 43 per cent. The lower percentage likely reflects both the smaller sample of EV owners and the planning required for longer charging cycles.
The appliance data reveals something important: people distinguish between convenience and necessity. Laundry can wait. Dinner cannot. This simple minds approach to prioritisation offers clear guidance for demand flexibility programmes.
The Reduction Threshold
Understanding what motivates behaviour change requires knowing how much impact people expect to see. The research explored this by asking about two different scenarios: delaying an appliance by two hours versus changing sleep schedules by one hour.
Minimum carbon reduction required to consider behaviour change (n=54)
| Reduction Threshold | Delay Appliance 2hrs (%) | Change Sleep Schedule (%) |
|---|---|---|
| Any reduction at all | 68.5% | 22.2% |
| Equivalent to turning off a light bulb | 18.5% | 5.6% |
| Equivalent to not driving for a day | 7.4% | 20.4% |
| Substantial (equivalent to planting a tree) | 0% | 29.6% |
Small asks get easy yeses: 68.5% would delay an appliance for any reduction (0% needed "substantial" proof). Big asks like sleep changes? 29.6% demand tree-planting-level impact before they'll consider it.
For simple appliance delays, 69 per cent said “any reduction is good enough.” Zero respondents demanded substantial proof for such minor adjustments. The message is clear: small asks get easy yeses.
Sleep schedule changes tell a different story. Only 22 per cent would accept “any reduction” as sufficient justification. Nearly 30 per cent required substantial impact (equivalent to planting a tree) before considering sleep pattern changes.
The insight crystallises around effort versus impact. Low-effort changes need minimal justification. High-effort changes demand proportional benefits. People intuitively understand that their time and comfort have value.
Visualisation Preferences
Presenting carbon data effectively matters as much as collecting it. The research explored how people prefer to see emissions information.
Preferred eco-visualisation formats (n=54, multiple choice)
| Format | Respondents (%) |
|---|---|
| Graphs/Charts | 77.8% |
| Real-life analogies | 64.8% |
| Colour-coded indicators | 50% |
| Raw numbers | 42.6% |
Charts win — but real-life analogies ("equivalent to turning off a light bulb") resonate strongly too.
Graphs and charts dominated at 78 per cent. But real-life analogies showed strong appeal at 65 per cent. People want to know their delayed dishwasher equals “turning off a light bulb for a day”, not just that it saves 47g of CO₂.
The preference for analogies reflects how humans process abstract information. Raw carbon figures feel meaningless. Comparing them to familiar actions creates emotional connection and understanding.
Half the respondents wanted colour-coded indicators, while 43 per cent preferred raw numbers. This suggests successful visualisations should layer information: charts for trends, colours for quick decisions, numbers for detail-oriented users.
Access Methods and Timing
How people want to receive carbon information reveals preferences shaped by modern digital habits.
How people want to access carbon emissions data (n=53, multiple choice)
| Access Method | Respondents (%) |
|---|---|
| Mobile app / website | 83% |
| Smart home dashboard | 45.3% |
| SMS notifications | 18.9% |
| Email notifications | 15.1% |
83% want mobile/web access. 48.1% want real-time data — not weekly summaries.
Eighty-three per cent wanted mobile app or website access. Smart home dashboards attracted 45 per cent: significant but secondary to mobile access.
Push notifications ranked lower: SMS at 19 per cent, email at 15 per cent. The pattern suggests people prefer checking carbon data on their own terms rather than being interrupted. It’s about personal jesus timing, not constant alerts.
Data frequency preferences reinforced this finding. Forty-eight per cent wanted real-time information, while only seven per cent accepted monthly updates. People want to make decisions now, not review them later.
Bridging the Knowledge Gap
The research reveals a profound opportunity disguised as a problem. Britain has millions of environmentally conscious households willing to change behaviour. They’re not waiting for government mandates or financial incentives. They’re waiting for information.
The National Grid’s Demand Flexibility Service attempts to shift electricity usage to greener periods. Time-of-use tariffs like Octopus Agile reward off-peak consumption. But these initiatives push against that 55-point knowledge gap about time-varying carbon intensity.
Most people don’t realise their electricity has a carbon footprint that changes every 30 minutes. They make washing machine decisions at random times, charging electric vehicles whenever convenient, running dishwashers after dinner regardless of grid conditions.
Eco-visualisations (clear, accessible, real-time displays of carbon data) can bridge this gap. Not by lecturing about climate change (people already care) but by providing actionable information for existing motivation.
The five to 20 per cent energy reductions that studies demonstrate from eco-feedback interventions start with closing knowledge gaps. Give people information, and they’ll use it. The willingness already exists.
Design Implications
Effective carbon visualisation tools should embrace several principles emerging from this research. Real-time data access matters most: 48 per cent want immediate information, and grid carbon intensity updates every 30 minutes anyway.
Charts work best for overall understanding, but colour-coding enables quick decisions. Real-life analogies resonate more than abstract measurements. “Equivalent to turning off a light bulb” communicates better than “47g CO₂.”
Mobile accessibility remains crucial. Eighty-three per cent prefer app or web access over smart home dashboards or push notifications. People want to check when curious, not be constantly reminded.
The appliance hierarchy suggests where to focus first. Washing machines, dishwashers, and tumble dryers offer the easiest wins. Electric vehicle charging needs more sophisticated timing tools but shows promise. Ovens and kettles remain largely inflexible. Don’t waste effort there.
Most importantly, start with small asks. Delaying appliances by two hours requires minimal justification. Changing sleep patterns demands substantial proof of impact. Don’t you forget about me, but also don’t ask for more than people can reasonably give.
This research illuminates a path forward. British households stand ready to help decarbonise the grid. They need information, not inspiration. The technology exists to provide it. The opportunity waits to be seized.
This article is based on research conducted in August 2024 as part of my MA User Experience Design at Falmouth University. The full study explored HCI in eco-visualisations to alter household behaviour and lower carbon emissions.