From UK Guest Blogger Cass: Will the UK Green Deal Thrive?

Here in the UK the Green Deal is the coalition government’s flagship for enabling consumers to access energy efficient measures and also contribute to the drive for a green economy.  Not only was it seen as a way for the government to assist people in finding a solution to ever increasing fuel prices, it would also provide a way for the UK government to meet European carbon reduction targets. As the first phase came into view in October 2012 renewable energy industries looked upon the initiative as a positive project that would allow residents and businesses alike  to access green energy that they normally would not have the financial backing to invest in.

At the same time there was also an element of scepticism concerning government processes and whether it would stand by directives. The solar energy industry suffered badly in 2011 and 2012  as the government  continued to change the goal posts and the benefits from the Feed In tariff. There was perhaps little surprise then when the Green Deal, as early as October 2012 was beginning to look an out and out failure.

Statistics being fed back to the Department of Energy and Climate Change showed quite clearly there was something wrong. The amount of people taking part in the first phase – assessing energy performance – appeared to be minimal – a response which, if it had occurred in the private sector, would undoubtedly have led to its collapse.  However on closer scrutiny it is clear that the lack of interest it provoked was once again down to a poor oversight by the coalition government.

Although the Government has ring fenced £125 million for the Green Deal the fact that it needed marketing and promoting does not seem to have occurred to them. The result was furrowed brows and questionable glances when a survey asked “What is the Green Deal?” Just at a time when it was needed most – as the winter approached and weather reports offered stark reading nobody was aware of the Green Deal.

Now finally the government has made real efforts to promote the benefits of the Green Deal to both home owners and businesses by introducing a £2.9 million advertising campaign.  The outcome according to a YouGov survey is very favourable. Statistics show that 39 per cent of people are now aware that the Green Deal exists, and this number is expected to continue to rise as further advertisement campaigns are launched. Also they suggest that public awareness has increased by as much as 20% over a period of a few weeks.

Questions have recently been asked in the media as to whether this maybe the greenest government ever.  That is probably true but not because of a staunch feeling for green policies but more because they are in an age where to ignore it would not only be folly but dangerous. There is still a strong feeling in the UK that even though they are putting creative green policies in place, they  are often short-sighted, carry little long term sustainability and often create hurdles for the renewable energy industries when  they have to re-think principles.  The next few months will give a clear idea in the UK as to whether the Green Deal is a great success or will herald another government U turn.