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What will it take to meet Metro Vancouver’s net zero carbon emission goals? The public points to globally recognized solutions—but the government needs to pivot, says key research from Mustel Group.
The Metro Vancouver region is set to tackle significant issues over the next ten years. Jobs and the economy, housing and the need to decarbonize (in that order) are residents’ top concerns for the future, according to a survey conducted by Mustel Group, a Vancouver-based research and opinion company, in 2024.
The survey asked 400 Metro Vancouver residents to share their perspectives on innovative approaches for reducing carbon emissions in rapidly expanding urban areas, such as Metro Vancouver. It also explored whether residents feel the region is on the right track in its efforts to combat climate change.
“The results revealed significant gaps in the public’s knowledge about the main sources of carbon emissions in the region,” says Evi Mustel, president of Mustel Group. “For example, industry is thought to be the top carbon emitter, and commercial buildings are at the bottom of the list, when in fact it is the opposite. Commercial buildings—largely due to their use of natural gas—along with transportation are the major carbon emitters in cities.”
Cities account for 60% of greenhouse gas emissions, and by 2025, 68% of the world’s population will live in urban areas. Regions like Metro Vancouver, one of the 25 global cities that have pledged to become carbon neutral by 2050, are ideal for implementing innovative decarbonization initiatives—many of which are already delivering measurable impacts.
London, England, is addressing transport emissions by establishing the world’s largest ultra-low emission zone, in which drivers must ensure their vehicle meets strict ULEZ emission standards or pay a daily charge to drive in the zone. Paris has created 650 km of cycling paths and hopes to make the entire city cycle-friendly by 2026, and in Bogota, 120 km of streets are car-free.
To reduce building emissions, the construction industry is implementing alternative energy sources that make buildings less reliant on fossil fuels. The Energon building in Ulm, South Germany, is a great example, using a process called passive heating to draw on natural energy sources to regulate the building’s temperature.
In Singapore, buildings are being designed to maximize natural ventilation to lower reliance on air conditioning. In one hotel, a wall of greenery adorning the exterior helps to cool the building, achieving a façade temperature of 28C, compared to the surface temperature of a building cladded with metal, which would be around 42C.
In Metro Vancouver, there is gap between what the public sees as the solutions and what the government is proposing.
“Smart technology, industry incentives, solar power and alternative transportation modes are viewed as the most effective ways to reduce greenhouse gas emissions in the region,” Mustel says. “Rated as least effective are carbon offsets, carbon taxes and using wood instead of concrete for building construction.”
The disconnect might be explained by the United Nations position, which suggests research in behavioural science holds clues about how to create policy that moves people in the right direction. The key indicator is accessibility—the easier it is for people to cycle, recycle or move toward low-carbon technologies, the more readily they will buy in. The survey results support this notion, pointing to low enthusiasm for more expensive and inaccessible decarbonization solutions.
“When asked about personal actions they would take to reduce their own footprint, there is some resistance (by 40% or more) to installing a heat pump if owning a home, purchasing an EV or hybrid vehicle, limiting or reducing air travel and purchasing carbon offsets,” Mustel says.
At the same time, the survey indicated that 88% were willing to recycle and reduce food scraps, 62% were willing to reduce the purchase of new clothes and frequent consignment shops instead, and 44% and 46%, respectively, would be open to eating more plant-based foods and opting for green modes of travel.
“Engaging the public through continued education, dialogue and collaborative efforts will be crucial in navigating the path toward a sustainable and decarbonized future for Metro Vancouver and beyond,” Mustel says.
Learn more about Mustel Group and read the full survey results at MustelGroup.com