Table of Contents
Executive Summary
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- Energy prices continue to rise
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- Figure 1: Quarterly retail price index for electricity and gas prices, UK, Q1 2006-Q4 2011
- Green priorities
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- Figure 2: Priority placed on being green in the coming year, January 2012
- Ways to be green
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- Figure 3: Number of green habits, January 2012
- Less focus on green issues for adults in financial struggle
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- Figure 4: Proportion of Green Prioritisers and Green Avoiders, by current financial situation, January 2012
- Parents put children’s needs first
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- Figure 5: Importance of green factors when making purchases for children, January 2012
- Concerns about the economy dominate
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- Figure 6: Agreement with selected green attitudes, by number of green habits, January 2012
Future Opportunities
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- Trend: Why Buy
- Trend: Green Scepticism
Background Data
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- Key points
- Trends in attitudes towards environmental issues
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- Figure 7: Attitudes towards environmental issues, 2007-11
- Conservation habits within the home
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- Figure 8: Energy habits in the home, 2011
- Energy prices continue to rise
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- Figure 9: Quarterly retail price index for electricity and gas prices, UK, Q1 2006-Q4 2011
- Transport
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- Figure 10: Form of transport used, 2007-11
Green Outlook
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- Key points
- Green priorities
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- Figure 11: Priority placed on being green in the coming year, January 2012
- Family lifestage determines desire to be green
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- Figure 12: Demographic profile of adults who will be putting very high or high priority on being green in 2012, January 2012
- Green scepticism abounds
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- Figure 13: Reasons for not prioritising being green in the coming year, January 2012
- Being green doesn’t require extraordinary effort
Green Habits
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- Key points
- Ways to be green
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- Figure 14: Number of things people do to be green, January 2012
- Everyday habits reflect future intentions
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- Figure 15: Number of green habits, by priority of being green in the coming year, January 2012
- Shopping habits
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- Figure 16: Green shopping habits, January 2012
- Household habits
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- Figure 17: Green household habits, January 2012
- Lifestyle choices
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- Figure 18: Green lifestyle habits, January 2012
Financial Pressures
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- Key points
- Less focus on green issues for adults in financial struggle
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- Figure 19: Proportion of Green Prioritisers and Green Avoiders, by current financial situation, January 2012
- Healthy finances = more green efforts
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- Figure 20: Number of green habits, by current financial situation, January 2012
- Who is buying green products?
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- Figure 21: Number of purchases made for children where green factors are considered, by current financial situation, January 2012
- Higher-income households eat more fresh fruit and vegetables
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- Figure 22: Agreement with statements ‘I eat fresh fruit/vegetables most days’ and ‘I eat five portions of fresh fruit/vegetables every day’, by household income, December 2011
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- Figure 23: Innocent pure fruit smoothie – back label, March 2012
Green Purchases
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- Key points
- Energy savings motivate household purchases
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- Figure 24: Likelihood of considering green factors when making purchases, January 2012
- Women and families consider green factors in beauty and clothing
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- Figure 25: Likelihood of considering green factors when making beauty and personal care and clothing/accessories purchases (very likely and likely responses are shown), by presence of children in the household, January 2012
- Is there demand for organic food?
- Green priorities influence green purchases
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- Figure 26: Likelihood of considering green factors when making purchases (very likely or somewhat likely are shown), by priority of taking green actions, January 2012
- Younger adults more apathetic towards the environment
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- Figure 27: Number of green factors considered when making purchases (very likely or somewhat likely are shown), by age, January 2012
- Parents put children’s needs first
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- Figure 28: Importance of green factors when making purchases for children, January 2012
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- Figure 29: Number of green factors considered important when making purchases for children (very important and important are included), January 2012
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- Figure 30: Average prices of products for children aged 0-12, with and without organic claims, March 2012
- Londoners want to be greener for their children
- Having a baby whips parents into ‘greener’ shape
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- Figure 31: Agreement with selected green attitudes, by number of green factors considered important when making purchases for children (very important and important are included), January 2012
Reactions to Energy Price Inflation
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- Key points
- Low effort, low benefit
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- Figure 32: Reactions to rises in gas and electricity charges, January 2012
- When the energy bills start to bite
- The focus on energy efficiency
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- Figure 33: Agreement with selected green attitudes, by annual household income, January 2012
- To switch or not to switch?
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- Figure 34: Selected reactions to rises in gas and electricity charges, by annual household income, January 2012
Green Attitudes
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- Key points
- ‘Greenwashing’ – a big concern
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- Figure 35: Agreement with selected green attitudes, by priority of taking green actions, January 2012
- Spending more to benefit the environment
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- Figure 36: Poster in a Marks & Spencer store showcasing ‘Plan A’ commitments, March 2012
- Fuel poverty on the rise
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- Figure 37: Agreement with selected green attitudes, by number of green habits, January 2012
- Parents more trusting of green claims
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- Figure 38: Agreement with selected green attitudes, by number of green habits, January 2012
Green Typologies
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- Key points
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- Figure 39: Green typologies, January 2012
- The Environmental Apathetics (60%) – 23.5 million internet users aged 16+
- Who are they?
- The Green Compromisers (27%) – 10.6 million internet users aged 16+
- Who are they?
- The Comfortably Green (13%) – 5.3 million internet users aged 16+
- Who are they?
Appendix – Green Outlook
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- Figure 40: Green outlook, by demographics, January 2012
- Figure 41: Green habits, by green outlook, January 2012
- Figure 42: Green purchases, by green outlook, January 2012
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- Figure 43: Green purchases for children, by green outlook, January 2012
- Figure 44: Reactions to energy inflation, by green outlook, January 2012
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- Figure 45: Green attitudes, by green outlook, January 2012
- Figure 46: Current personal financial situation, by green outlook, January 2012
- Figure 47: Changes in personal financial situation compared with a year ago, by green outlook, January 2012
- Figure 48: Confidence in future finances, by green outlook, January 2012
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- Figure 49: Impact of economic downturn on personal finances, by green outlook, January 2012
- Figure 50: How money is spent, by green outlook, January 2012
- Figure 51: How extra money is spent, by green outlook, January 2012
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Appendix – Green Habits
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- Figure 52: Repertoire of green habits, by demographics, January 2012
- Figure 53: Green habits, by repertoire of green habits, January 2012
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- Figure 54: Green purchases, by repertoire of green habits, January 2012
- Figure 55: Green purchases for children, by repertoire of green habits, January 2012
- Figure 56: Reactions to energy inflation, by repertoire of green habits, January 2012
- Figure 57: Green attitudes, by repertoire of green habits, January 2012
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- Figure 58: Current personal financial situation, by repertoire of green habits, January 2012
- Figure 59: Changes in personal financial situation compared with a year ago, by repertoire of green habits, January 2012
- Figure 60: Confidence in future finances, by repertoire of green habits, January 2012
- Figure 61: Impact of economy on personal financial situation, by repertoire of green habits, January 2012
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- Figure 62: How money is spent, by repertoire of green habits, January 2012
- Figure 63: How extra money is spent, by repertoire of green habits, January 2012
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Appendix – Financial Pressures
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- Figure 64: Current personal financial situation, January 2012
- Figure 65: Green outlook, by personal financial situation, January 2012
- Figure 66: Reasons for not prioritising being green, by personal financial situation, January 2012
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- Figure 67: Green habits, by personal financial situation, January 2012
- Figure 68: Repertoire of green habits, by personal financial situation, January 2012
- Figure 69: Green purchases, by personal financial situation, January 2012
- Figure 70: Repertoire of green purchases, by personal financial situation, January 2012
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- Figure 71: Green purchases for children, by personal financial situation, January 2012
- Figure 72: Repertoire of green purchases for children, by personal financial situation, January 2012
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- Figure 73: Reactions to energy inflation, by personal financial situation, January 2012
- Figure 74: Green attitudes, by personal financial situation, January 2012
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Appendix – Green Purchases
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- Influence of green factors on general purchases
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- Figure 75: Repertoire of green purchases (including ‘very likely’ and ‘likely’ responses), January 2012
- Figure 76: Repertoire of green purchases, by demographics, January 2012
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- Figure 77: Green outlook, by repertoire of green purchases, January 2012
- Figure 78: Green habits, by repertoire of green purchases, January 2012
- Figure 79: Green purchases, by repertoire of green purchases, January 2012
- Figure 80: Green purchases for children, by repertoire of green purchases, January 2012
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- Figure 81: Green attitudes, by repertoire of green purchases, January 2012
- Influence of green factors on purchases for children
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- Figure 82: Repertoire of green purchases for children (‘very important’ and ‘somewhat important’ responses are included), January 2012
- Figure 83: Repertoire of green purchases for children, by demographics, January 2012
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- Figure 84: Green outlook, by repertoire of green purchases for children, January 2012
- Figure 85: Green habits, by repertoire of green purchases for children, January 2012
- Figure 86: Green purchases, by repertoire of green purchases for children, January 2012
- Figure 87: Green purchases for children, by repertoire of green purchases for children, January 2012
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- Figure 88: Green attitudes, by repertoire of green purchases for children, January 2012
Appendix – Reactions to Energy Price Inflation
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- Figure 89: Green attitudes, by most popular reactions to energy inflation, January 2012
- Figure 90: Green attitudes, by next most popular reactions to energy inflation, January 2012
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Appendix – Green Attitudes
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- Figure 91: Most popular green attitudes, by demographics, January 2012
- Figure 92: Next most popular green attitudes, by demographics, January 2012
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- Figure 93: Other green attitudes, by demographics, January 2012
- Figure 94: Green outlook, by most popular green attitudes, January 2012
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- Figure 95: Green outlook, by next most popular green attitudes, January 2012
- Figure 96: Green outlook, by other green attitudes, January 2012
- Figure 97: Reasons for not prioritising being green, by most popular green attitudes, January 2012
- Figure 98: Reasons for not prioritising being green, by next most popular green attitudes, January 2012
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- Figure 99: Green habits, by most popular green attitudes, January 2012
- Figure 100: Green habits, by next most popular green attitudes, January 2012
- Figure 101: Green habits, by other green attitudes, January 2012
- Figure 102: Reactions to energy inflation, by most popular green attitudes, January 2012
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- Figure 103: Reactions to energy inflation, by next most popular green attitudes, January 2012
- Figure 104: Reactions to energy inflation, by other green attitudes, January 2012
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Appendix – Consumer Typologies
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- Figure 105: Consumer typologies, by demographics, January 2012
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- Figure 106: Social networks use, by consumer typologies, January 2012
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- Figure 107: Green outlook, by consumer typologies, January 2012
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- Figure 108: Reasons for not prioritising being green, by consumer typologies, January 2012
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- Figure 109: Green habits, by consumer typologies, January 2012
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- Figure 110: Green purchases, by consumer typologies, January 2012
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- Figure 111: Green purchases for children, by consumer typologies, January 2012
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- Figure 112: Reactions to energy inflation, by consumer typologies, January 2012
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- Figure 113: Green attitudes, by consumer typologies, January 2012
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- Figure 114: Current financial situation, by consumer typologies, January 2012
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- Figure 115: Changes in financial situation compared with a year ago, by consumer typologies, January 2012
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- Figure 116: Confidence in future finances, by consumer typologies, January 2012
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- Figure 117: Impact of economy on financial situation, by consumer typologies, January 2012
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- Figure 118: How money is spent, by consumer typologies, January 2012
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- Figure 119: How extra money is spent, by consumer typologies, January 2012
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