Environment
Special

Green, clean and designed to be seen

How a small, status-laden addition to the license plates of electric cars will lead to a green revolution in the UK

Here in the UK, the Government set out a plan to phase out sales of all petrol and diesel cars by 2030 - an ambitious target that requires a package of structural investment into charging networks, incentives for Electric Vehicle (EV) purchases, along with more subtle ways to drive awareness of what will become a defining revolution for the car industry.

Aside from range anxiety, a common concern around EV purchases is that they feel too out of the ordinary and therefore a more risky purchase than their petrol counterparts. Manufacturers have thus responded by releasing EVs that look virtually identical to their polluting friends.

The problem here is that this revolution might not be as salient or visible as it ought to be, reducing awareness and therefore opportunities to change one's mind around adoption.

Enter then the humble number plate - a legal requirement for all cars that is visually consistent, whatever your car's shape, colour or cost...

...Until now.

Rolled out in Dec 2020, a special number plate has been designed that makes salient the EV's environmental prowess. Visible on both the front and the rear of the car, a vivid green stripe acts as a form of status that the owner is ahead of the game, both ethically and practically. The recent petrol shortage here merely compounds this.

But access to these plates is strictly limited, meaning only cars that are fully electric can have them, incentivising an absolute shift away from fossil fuels.

What's interesting here is the power of compounding salience. 1 in 10 cars sold in the UK are now fully-electric, with EV sales rising 87% from 2020 (5.4%) to 2021 (9.5%). As a result, we'll start to see more and more of these little green markers around our cities, towns and villages, regardless of the car's design. And the more we see it, the more 'normal' it is, the more comfortable we feel with it, the less risky buying an EV feels, creating a virtuous cycle.  

Beyond a boost in status and a drop in tax and fuel, these green number plates will eventually allow for more practical benefits too, subject to a council's plans, such as free parking, bus lane use and entry to certain zones of a city.

The UK is not alone in rolling out these plates; they've been successful in China, Canada, Hungary and Norway and evidence is showing that they're helping to drive sales.

This Nugget In The Wild shows us that - on what is otherwise a generic and pretty unsexy part of a car, let's be honest - there's a real power in surfacing a key piece of information something that enables owners to feel a sense of status and exclusivity around environmental change.

These are early days, but here's a great example of where the most subtle of details can have the most profound, long-lasting behavioural change.

What’s a Rich Text element?

The rich text element allows y

ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Environment
Special

Green, clean and designed to be seen

How a small, status-laden addition to the license plates of electric cars will lead to a green revolution in the UK

Here in the UK, the Government set out a plan to phase out sales of all petrol and diesel cars by 2030 - an ambitious target that requires a package of structural investment into charging networks, incentives for Electric Vehicle (EV) purchases, along with more subtle ways to drive awareness of what will become a defining revolution for the car industry.

Aside from range anxiety, a common concern around EV purchases is that they feel too out of the ordinary and therefore a more risky purchase than their petrol counterparts. Manufacturers have thus responded by releasing EVs that look virtually identical to their polluting friends.

The problem here is that this revolution might not be as salient or visible as it ought to be, reducing awareness and therefore opportunities to change one's mind around adoption.

Enter then the humble number plate - a legal requirement for all cars that is visually consistent, whatever your car's shape, colour or cost...

...Until now.

Rolled out in Dec 2020, a special number plate has been designed that makes salient the EV's environmental prowess. Visible on both the front and the rear of the car, a vivid green stripe acts as a form of status that the owner is ahead of the game, both ethically and practically. The recent petrol shortage here merely compounds this.

But access to these plates is strictly limited, meaning only cars that are fully electric can have them, incentivising an absolute shift away from fossil fuels.

What's interesting here is the power of compounding salience. 1 in 10 cars sold in the UK are now fully-electric, with EV sales rising 87% from 2020 (5.4%) to 2021 (9.5%). As a result, we'll start to see more and more of these little green markers around our cities, towns and villages, regardless of the car's design. And the more we see it, the more 'normal' it is, the more comfortable we feel with it, the less risky buying an EV feels, creating a virtuous cycle.  

Beyond a boost in status and a drop in tax and fuel, these green number plates will eventually allow for more practical benefits too, subject to a council's plans, such as free parking, bus lane use and entry to certain zones of a city.

The UK is not alone in rolling out these plates; they've been successful in China, Canada, Hungary and Norway and evidence is showing that they're helping to drive sales.

This Nugget In The Wild shows us that - on what is otherwise a generic and pretty unsexy part of a car, let's be honest - there's a real power in surfacing a key piece of information something that enables owners to feel a sense of status and exclusivity around environmental change.

These are early days, but here's a great example of where the most subtle of details can have the most profound, long-lasting behavioural change.

What’s a Rich Text element?

The rich text element allows y

ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Environment
Special

Green, clean and designed to be seen

How a small, status-laden addition to the license plates of electric cars will lead to a green revolution in the UK

Here in the UK, the Government set out a plan to phase out sales of all petrol and diesel cars by 2030 - an ambitious target that requires a package of structural investment into charging networks, incentives for Electric Vehicle (EV) purchases, along with more subtle ways to drive awareness of what will become a defining revolution for the car industry.

Aside from range anxiety, a common concern around EV purchases is that they feel too out of the ordinary and therefore a more risky purchase than their petrol counterparts. Manufacturers have thus responded by releasing EVs that look virtually identical to their polluting friends.

The problem here is that this revolution might not be as salient or visible as it ought to be, reducing awareness and therefore opportunities to change one's mind around adoption.

Enter then the humble number plate - a legal requirement for all cars that is visually consistent, whatever your car's shape, colour or cost...

...Until now.

Rolled out in Dec 2020, a special number plate has been designed that makes salient the EV's environmental prowess. Visible on both the front and the rear of the car, a vivid green stripe acts as a form of status that the owner is ahead of the game, both ethically and practically. The recent petrol shortage here merely compounds this.

But access to these plates is strictly limited, meaning only cars that are fully electric can have them, incentivising an absolute shift away from fossil fuels.

What's interesting here is the power of compounding salience. 1 in 10 cars sold in the UK are now fully-electric, with EV sales rising 87% from 2020 (5.4%) to 2021 (9.5%). As a result, we'll start to see more and more of these little green markers around our cities, towns and villages, regardless of the car's design. And the more we see it, the more 'normal' it is, the more comfortable we feel with it, the less risky buying an EV feels, creating a virtuous cycle.  

Beyond a boost in status and a drop in tax and fuel, these green number plates will eventually allow for more practical benefits too, subject to a council's plans, such as free parking, bus lane use and entry to certain zones of a city.

The UK is not alone in rolling out these plates; they've been successful in China, Canada, Hungary and Norway and evidence is showing that they're helping to drive sales.

This Nugget In The Wild shows us that - on what is otherwise a generic and pretty unsexy part of a car, let's be honest - there's a real power in surfacing a key piece of information something that enables owners to feel a sense of status and exclusivity around environmental change.

These are early days, but here's a great example of where the most subtle of details can have the most profound, long-lasting behavioural change.

What’s a Rich Text element?

The rich text element allows y

ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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