i think the focus was very much on energy supply and to a limited extent on things like um yeah technologies and like vehicle 01:00:07 technologies for example but um much much less in terms of getting people to particularly in developed countries to use less energy and to change diet and to travel less and fly less and all these these things and i think part of 01:00:19 that and it is also reflected in the fact that it was fairly much absent in the uk's net zero strategy is that it is seen as being politically difficult that it might be a you know it might mean that they that politicians lose votes that 01:00:33 it's just too difficult to get people to change their behavior that it's threatening that it might mean lower standards of living um in developed countries etc so i think kind of it's still it's still seen as something and that that was quite explicit i think in 01:00:45 the forward to the uk strategy um so i think in terms of how we move beyond that that's that's difficult but i think it is about reframing behavior change and demand demand management in 01:00:58 much more positive terms to say this isn't a threat there are actually opportunities there are opportunities to improve people's health and well-being to create green jobs to reskill people in new sectors and 01:01:09 and so on and it is not about you know reducing uh quality of life or well-being it's not about people losing jobs etc so this is i think there's a job here to kind of reframe it in terms of those those opportunities and those 01:01:22 co-benefits so that would be my my initial thought

social change typically spreads as ‘complex contagions,’ requiring multiple sources of social reinforcement to induce adoption,”