My research investigates the role of leading by example to promote low-carbon pro-environmental behaviour and change social norms. Social influence is well know to have a strong affect on others' behaviour and what is deemed normal. I therefore explore how those in high-profile leadership positions can wield influence by visibly adopting low-carbon behaviours themselves. In addition I investigate the public 'appetite' for such leadership. The focus of the research is on high-impact behaviours such as flying, eating meat and car driving.