A green energy trial called Easy Green that looks to test whether automatic opt-in of domestic electricity consumers to a certain default amount of green energy will result in increased uptake.
Easy Green is a scheme Tim is launching in conjunction with international consulting firm Arup under the umbrella of Do Tank, consisting of a market research-based trial to determine whether a significant increase in domestic Greenpower uptake can be achieved by automatically opting consumers in to receiving a proportion of Greenpower in their energy mix. This proposal relates only to the market research-based component of the proposed Easy Green scheme.
If rolled out in the real world, Easy Green will require individuals to have to opt themselves out of receiving Greenpower – the opposite of the current paradigm that requires them opting in to receive it. The scheme in no way changes an individuals’ right to choose, it therefore simply reframes the question and implies they’re on board with the more sustainable option. The trialling of default opt-in via Easy Green also gives valuable insights into how such an approach could be used in the sustainability arena more generally.