Don’t keep it a secret

The case for national communications on energy use

It seems odd to have to convince government to show off their own policies, but a newly published Green Alliance report argues that a whole raft of consumer-facing energy policies are in danger of sinking if we don’t have a co-ordinated communications plan. With the rising cost of fossil fuels and the recession grinding on, we can’t afford the usual lacklustre take-up of energy efficiency polices with the Green Deal, the smart meter roll-out and the renewable heat incentive. If the government is going to protect the public from our rising bills, it needs to show clearly and explicitly what’s in place to help reduce our costs. That will take a bit more than a departmental press release.

A clear government narrative is especially important when it comes to energy: policies that will save people money in this area face unique difficulties; in the first instance, mounting suspicion around the motives of energy companies selling it to them and, in the second, having to overcome a vocal, if eccentric, opposition to any policy that involves decarbonising. We’ve already seen how odd it can get: one quiet weekend, war was declared on proposed changes to building regulations. A Lib Dem tax on our conservatories? Aux barricades! This bizarre clarion call conveniently ignored the fact that the idea was a key Conservative one, and applicable only to the most enormous conservatories. Also, it wouldn’t have been a tax, as householders would have been eligible for Green Deal funding to help pay for the improvements involved. As Kevin McCloud said, "If that makes it a tax, let’s have more of them." Three wrong out of three wrong, but this kind of puffing and blowing becomes accepted wisdom for the public if the government does not offer its own narrative, stating clearly what it’s trying to do.

This governmental shyness about communicating contrasts with the openness we’re seeing more generally; every bill’s amendment can be data mined, we can watch live footage of traffic cameras, find out every (declared) ministerial meeting, or check on crimes rates in our area. We have all this data, but so little information.

The National Archives website shows what a change in approach this is for government. It contains decades of public information video footage, covering everything from rabies to the 1971 census. Most apt is the rather surreal 1947 approach to energy efficiency as the public are told to "watch their meters". Most use fear to get their point across: the post war austerity need to overcome the general decline in quality of life, more recently, fear of climate change. Perhaps the most famous is Norman Fowler’s apocalyptic (and effective) national television film on AIDS.

But fear isn’t the route our report advocates. Instead, we think the message should be about opportunity. As government once did with films on the right to buy, or what the birth of the NHS meant for the public, a national message, backed up by local promotion, should make clear to us the opportunities on offer. A co-ordinated, simple, but comprehensive message will get trusted organisations on board, and counter the risk of conflicting and contradictory communications.

Green Alliance’s report, Neither sermons nor silence, which we put together with a broad consortium of businesses, argues that successfully communicating energy policies and, more importantly, securing take-up, can’t be managed by the private sector alone. A disjointed approach runs the risk of creating confusion and mistrust. Scottish Power, one of the businesses who fed into our report, and an enthusiastic advocate of the Green Deal, states clearly that a national approach to communications is vital to complement its own efforts and provide a foundation on which they can build customer engagement.

This is about being sensible with public money. These policies have cost a lot to develop; they will cost more in delivery and even more in failure. Without an effective communications strategy, a lot of taxpayers’ money will be wasted. When the Change4Life healthy eating campaign had its budget frozen, it saw a 90 per cent drop in calls to its information line. The government, realising that some communications money is well spent, restored the campaign backed with private sector contributions. We need to learn from such lessons and encourage the government to say, loudly and clearly, what it is doing for us.

Shout it from the rooftops, the 6 O'Clock news, the Today Show - just don't keep it quiet.

Alastair Harper is Head of Politics for Green Alliance UK

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Is the French Left having its Jeremy Corbyn moment?

Benoit Hamon won the first round of the Socialist party's presidential primaries. 

Has the French Left taken a Corbynite turn? That's certainly the verdict of many after the first round of the French Socialist Party's primary.

In first place is Benoit Hamon, who quit Francois Hollande's government over its right turn in 2014, and counts the adoption of a universal basic income, the legalisation of cannabis and the right to die among his policy proposals, with 36 per cent of the vote.

In second place and facing an uphill battle to secure the nomination is Manuel Valls, the minister who more than any other symbolized the rightward lurch of Hollande's presidency, with 31 per cent. That of the five eliminated candidates - under the French system, if no candidate secures more than half of the vote, the top two go through to a run-off round - only one could even arguably be said to be closer to Valls than Hamon shows the struggle he will have to close the gap next weekend. And for a variety of reasons, even supporters of his close ally Sylvia Pinel may struggle to put a tick in his box. 

Still, Valls clearly believes that electability is his best card, and he's compared Hamon to Corbyn, who "chose to remain in opposition". Also making the Hamon-Corbyn comparison is most of the British press and several high-profile activists in the French Republican Party.

Is it merited? The differences are probably more important than the similarities: not least that Hamon served as a minister until 2014, and came up through the backrooms. In terms of the centre of gravity and the traditions of his party, he is much closer in analogue to Yvette Cooper and Andy Burnham than he is to Jeremy Corbyn, though Corbynistas and Hamonites bear a closer resemblance to one another than their leaders to.

What will give heart to the leader's office is that Hamon surged in the polls after each debate, when his ideas were given a bigger platform. But what will alarm everyone in Labour is the French Socialists' poll ratings - they are expected to get just 6 per cent in the elections. (And before you scoff at the polls, it's worth noting that they have, so far, performed admirably in the French electoral cycle, picking up on the lightning rise of both Hamon and Francois Fillon.)

That attests to something it's easy to forget in Westminster, where we tend to obsess over the United States and ignore politics on the Continent, despite the greater commonalities: throughout Europe, social democratic parties are in a fight for their lives, no matter if they turn to the left or the right.

The Democrats, in contrast, won the presidential election by close to three million votes and lost due to the electoral college. They have good prospects in the midterm elections and their greatest threat is gerrymandering and electoral malfeasance. But absent foul play, you'd have to be very, very brave to bet on them going extinct.

Stephen Bush is special correspondent at the New Statesman. His daily briefing, Morning Call, provides a quick and essential guide to British politics.