According to the Royal College of Physicians, air pollution is linked to around 40,000 premature deaths each year in the UK. Posing several other risks to human health, it is associated with increased rates of lung cancer, emphysema, bronchitis and other respiratory infections. Due to their ongoing development, the risks to children are even more acute. This has long been recognised by the UK Government, but its efforts at reducing air pollution have been repeatedly deemed inadequate by both the High Court and the UN. In the absence of government action, and in response to a growing awareness of such harms, individuals and community groups are increasingly making use of personal, internet-enabled air quality monitors to evaluate environmental risk. Much has been written about the accuracy of these monitors, but little research exists on the attitudinal and behavioural responses to the data they produce. This paper outlines some preliminary findings from the world’s largest study of its type, which seeks to understand how parents/carers respond to the data provided on the school run. By gaining insight into such reactions, it is hoped that the role of the human within this wave of emerging technology can be better understood.