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<p>Designing effective and targeted policies to reduce household emissions needs to consider variability in household consumption patterns, preferences, and financial capacities. This paper introduces a new segmentation model of household carbon footprints that uses financial transaction data from over 700,000 customers of a major high-street bank. Our approach considers socioeconomic, consumer-preference, and spatial factors to identify 10 distinct household typologies. We focus on targeted retrofit as a practical application, identifying three high-impact household types with the capacity to invest—<i>“Suburban Home Improvers,” “Car and Tech Enthusiasts,”</i> and <i>“Affluent Families”—</i>and suggest targeted policy and communication opportunities. Our segmentation supports a new data-driven policy design that considers both the technical potential and diverse behavioral factors affecting decarbonization decisions.</p>

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Targeting carbon reduction in UK households: A new segmentation model using financial transaction data

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2025年4月2日

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  • Jasmine Wells,
  • Anna Trendl,
  • Anne Owen,
  • John Barrett,
  • Norbert Jobst,
  • David Leake

摘要

Designing effective and targeted policies to reduce household emissions needs to consider variability in household consumption patterns, preferences, and financial capacities. This paper introduces a new segmentation model of household carbon footprints that uses financial transaction data from over 700,000 customers of a major high-street bank. Our approach considers socioeconomic, consumer-preference, and spatial factors to identify 10 distinct household typologies. We focus on targeted retrofit as a practical application, identifying three high-impact household types with the capacity to invest—“Suburban Home Improvers,” “Car and Tech Enthusiasts,” and “Affluent Families”—and suggest targeted policy and communication opportunities. Our segmentation supports a new data-driven policy design that considers both the technical potential and diverse behavioral factors affecting decarbonization decisions.