“We’re building the evidence base required to bring about economies that embody greater levels of sustainability – at local and global levels.”
The transition to a green economy presents us with a huge opportunity. But it also poses a fundamental challenge: how do we ensure that this transition is fair and just for everyone?
Dr. Peter Bradley and Dr. Damian Whittard
The challenge of a just transition
The green economy promises transformation, but it’s replicating the same old inequalities. The winners are usually those already in positions of power.
Take the labour market’s 10% gender pay gap. It carries straight into green jobs. Ethnic groups also face barriers accessing these roles, then earn less once they break through. Our planet’s life-support systems are failing, driving up living costs and degrading quality of life. This threatens human survival itself. But here’s the catch: You can’t save the planet while leaving people behind. You need widespread buy-in, people who recognize the opportunities and believe they have an equal stake in the change. This is where our research comes in.
A systems approach
Our interdisciplinary team, sociologists, psychologists, environmental scientists, geographers, economists deliberately brings diverse insights because siloed thinking won’t solve this challenge.
We work from individual behaviour change to macro-policy, collaborating with government departments like Defra and local authorities like the West of England Combined Authority. Implementation happens locally, but you need systems thinking across the whole supply chain.
The green transition is caught in a classic chicken-and-egg problem: businesses will only shift if there’s consumer demand, but consumers can only demand what’s already available. Breaking this cycle requires understanding both sides of the equation.
Real-world impact
Our research has lead us to found The Brunel Centre, a long-term collaboration between UWE Bristol, University of Bath, and Futures West. It is all about putting data and research to work by turning insight into action supporting inclusive and sustainable growth in the West of England. Backed by £4.5 million of funding and bringing together universities, businesses, and policymakers to address the region’s biggest challenges.
Our work is rooted in real-world partnerships: from long-term collaboration with Bristol City Council on sustainable business futures, to joint events with fintech firms exploring greener tech infrastructure, to national projects with the Central Bank on digital currencies and tax reform. We’re also supporting community-led businesses through Power to Change funding, ensuring the benefits of change are felt on the ground.
The transition to a green economy is still light on solid data. We don’t even have a shared definition of a ‘green job’ let alone reliable data on pay, benefits, or who’s accessing these roles. The Brunel Centre will change that by building a real-time, publicly accessible data hub. It’s designed to answer urgent questions while remembering this isn’t just about research. It’s about making the transition fair. Because if we’re reinforcing existing inequalities, we’re not really moving forward.
Breaking new ground
Solving the climate crisis will take more than new technologies. It requires fundamental shifts in how we live, work, and consume. That means understanding how to encourage behavioural change in ways that are ethical, inclusive, and rooted in people’s real lives.
We’re also pushing the boundaries of what’s possible with data. By carefully and ethically linking anonymised government records, like payroll and employment histories; we’re building a clearer picture of green jobs across different demographics. It’s a complex and sensitive task, but it’s essential if we want to design a future that truly works for everyone.
The green transition isn’t just about saving the planet. It’s about reshaping our future, and it won’t happen by accident. It takes data, collaboration, and the courage to challenge business as usual. We’re building that foundation. And we welcome those ready to help shape what comes next.
Contribution to the UN 2030 sustainable development goals
UWE Bristol is proud to align our research to the UN sustainable development goals. The above research aligns with the following goals:
