The most important findings were that:
- Those who could most easily afford to reduce their CO2 emissions should be asked to carry the greatest burden of reduction;
- That there should be compulsion to reduce household emissions, since individual decisions risked increasing mistrust that others' were not pulling their weight and hence reduced everybody's motivation to tackle the problem;
- That members of the focus groups preferred regulation (i.e. outright bans) to taxation-based incentives.