It's not (just) “the environment, stupid!” Values, motivations, and routes to engagement of people adopting lower-carbon lifestyles

► Reports in-depth interviews with people who have adopted lower-carbon lifestyles. ► Concern about 'the environment' is not necessarily the primary motivation for action. ► Altruistic values/motives are important. Climate change mitigation campaigns should: make connections with social justice and human rights issues promote a holistic view of a lower-carbon future, not just a 'to do' list.