Jon Fletcher
Jon joined Brook Lyndhurst in 2005 from Emap, and became a director of the company in 2009. He is an experienced research manager and analyst, specialising in the following areas:
Green marketing
He has carried out extensive research on various aspects of green marketing, including campaign development, analysis of the content of green claims and an exploration of consumer understanding of green terms.
Community behaviour change
Jon has run a range of projects exploring the role of communities in generating positive behaviour change for clients including Defra, WRAP, DECC and the GLA.
Labelling
Jon's work on labelling has included a number of studies that fed into the development of WRAP's On-Pack Recycling Label, an exploration of consumer understanding and expectations of animal welfare labelling, and participation in Defra's work exploring the potential role of environmental labelling, and an omni-label in particular.
Fund evaluation
Jon has worked on many of Brook Lyndhurst's major fund evaluations, including DECC's Climate Challenge Fund, Defra's Greener Living Fund, the Scottish Government's Climate Challenge Fund and NESTA's Big Green Challenge Plus.
Prior to Brook Lyndhurst Jon edited a weekly construction magazine for Emap and published research into sustainability in the built environment for the Royal Institution of Chartered Surveyors. He is a member of the UK Evaluation Society and has a masters in Middle East politics from the School of Oriental & African Studies and a BA in politics and history, from the University of Exeter.
When unencumbered by a suit, he cycles to work and back – a round trip of 20 miles – and has the thighs to prove it.
Projects with Jon Fletcher
Project Director
- Evaluation of the Big Green Challenge Plus
- Consumer responses to animal welfare product labelling
- Consumer understanding of green terms
- Evaluation of WRAP's Waste Reduction Advisors programme
- Evaluation of the Climate Challenge Fund
- Evaluation of the Greener Living Fund
- Consumer behaviour in relation to food packaging
- Per capita carbon footprints
- Measuring Londoners’ attitudes to climate change and evaluating the impacts of initiatives to shift them
- Online deliberative engagement: a pilot study
Project Manager
- Household food waste: attitudes and behaviours
- Consumer responses to the development of the 'Recycle Now' brand and messaging hierarchy
Project Team Member
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Brook Lyndhurst Blog
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Dear Sir/Madam
I reacted badly this week when, in response to a tender document I’d prepared, I received an email saying “Thank you for your submission, but I regret to inform you that you have been unsuccessful in your application…” It wasn’t the No that upset me - it’s an occupational hazard of competitive tendering, after all, and [...]
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Time to buy the Sustainable Development Commission?
News that the government has decided to withdraw its funding for the Sustainable Development Commission is prompting comment in a number of locations. I particularly enjoyed George Monbiot’s observation that the £1.9mn being saved is no more than ‘a rounding error’ on the Trident missile invoice. Having once been a Commissioner on the London Sustainable Development [...]
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Marketing to the marketers will be key for green claims guidance
Our research for Defra on the prevalence and content of green claims was published recently. The study – along with our work on consumer understanding of green terms – is feeding into a revision of Defra’s green claims guidance for marketers, the consultation for which closed in June. While researching a possible follow up story, one [...]