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Green Lifestyles - UK - June 2011

This report looks at the Green lifestyles of consumers in the UK and investigates how brands can best appeal to consumers desire for environmentally friendly lifestyles.

"There is considerable social pressure for people to be seen to be green. Whilst an estimated 19 million adults profess to be ‘green’, they are more likely to behave in an environmentally conscious way if it will benefit the bank account and not inconvenience them in any way. There is a disconnect between how green people say they are and how green they actually are. Although the ‘greenest’ may be more prepared to make lifestyle compromises to benefit the environment, few people are as green as they could be."

– Alexandra Richmond, Senior Consumer and Lifestyles Analyst

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Future Opportunities

            • Greenfluencers
              • Green Technology
              • Executive Summary

                  • Being seen to be green
                    • Figure 1: How green people think they are, April 2011
                  • Environmental awareness
                    • Figure 2: Top three environmental concerns, by how green people think they are by, April 2011
                  • Money makes people take note
                    • Figure 3: Number of ways the recession has influenced people to be greener, April 2011
                  • Who’s the greenest of them all?
                    • Figure 4: People who describe themselves as not green at all or very green, by demographic analysis, April 2011
                  • What we think
                  • Background Data

                    • Key points
                      • Trends in attitudes towards environmental issues
                        • Figure 5: Attitudes towards environmental issues, 2006-10
                      • Energy habits within the home
                        • Figure 6: Energy habits in the home, 2010
                      • Energy usage
                        • Figure 7: Trends in domestic annual consumption of energy and gas, by winter temperatures, 2000-10
                        • Figure 8: Trends in domestic consumption of energy and gas, 2008-10 (quarterly)
                        • Figure 9: Annual percentage changes in consumer price indices for electricity and gas, April 2009-March 2010
                      • Transport
                        • Figure 10: Form of transport used, 2006-10
                      • Is the environment at the forefront of people’s minds?
                        • Figure 11: Wildlife/conservation/environment charities as a proportion of all charities donated to, 2006-10
                    • Shades of Green

                      • Key points
                        • Green people
                          • Figure 12: How green people think they are, April 2011
                        • Money motivates green habits
                          • The halo effect
                          • Green Habits

                            • Key points
                              • Energy efficiency in the home
                                • Figure 13: Reasons for ownership or use of appliances or utilities, April 2011
                              • Women and couples are more energy-efficient
                                • Figure 14: Reasons for ownership or use of appliances or utilities, by marital status, April 2011
                              • Energy efficiency outlay deters lower-income households
                                • Figure 15: Environmental reasons for ownership or use of appliances/utilities, by household income, April 2011
                              • Shopping habits
                                • Figure 16: Reasons for shopping habits, April 2011
                              • Women are ‘greener’ grocery shoppers
                                • Figure 17: Environmental reasons for shopping habits, by gender, April 2011
                              • Women love a good bargain
                                • Lifestyle choices
                                  • Energy savings motivate ‘greener’ lifestyles
                                    • Figure 18: Reasons for selected green behaviours, April 2011
                                  • ‘Green’ baby steps for men
                                    • ‘Green’ because they can’t afford not to be
                                    • Environmental Concerns

                                      • Key points
                                        • News coverage drives environmental concerns
                                          • Figure 19: Environmental concerns, April 2011
                                        • Least green uninterested in major environmental issues
                                          • Figure 20: Top three environmental concerns, by how green people think they are by, April 2011
                                        • Women are bigger worriers
                                          • Figure 21: Environmental concerns, by gender, April 2011
                                        • Number of environmental concerns
                                          • Figure 22: Number of environmental concerns, April 2011
                                      • The Impact of the Recession on Being Green

                                        • Key points
                                          • Waste not, want not
                                            • Figure 23: Influence of the recession on being greener, April 2011
                                          • Sustainable living
                                            • The recession makes over two thirds of people greener
                                              • Figure 24: Number of ways the recession has influenced people to be greener, April 2011
                                              • Figure 25: Ways in which the recession has influenced green behaviour, by how green people think they are, April 2011
                                          • Attitudes Surrounding Being Green

                                            • Key points
                                              • ‘Green’ but only if the price is right
                                                • Figure 26: Agreement with attitudes towards being green, April 2011
                                              • Men dismiss concerns about the environment
                                                • Figure 27: Agreement with attitudes towards being green, by gender, April 2011
                                              • Need more information
                                                • Greater awareness amongst the younger generation
                                                  • Energy savings are top of mind for older groups
                                                    • When price is not an issue
                                                    • Green Typologies

                                                      • Key points
                                                        • Almost half of people believe they are greener than average
                                                          • Figure 28: Green typologies, April 2011
                                                        • Very Green
                                                          • Who are they?
                                                            • Marketing message
                                                              • Fairly Green
                                                                • Who are they?
                                                                  • Marketing message
                                                                    • Somewhat Green
                                                                      • Who are they?
                                                                        • Marketing message
                                                                          • Not Very Green
                                                                            • Who are they?
                                                                              • Marketing message
                                                                                • Not Green At All
                                                                                  • Who are they?
                                                                                    • Marketing message
                                                                                    • Appendix – Shades of Green

                                                                                        • Figure 29: Environmental concerns, by how green people think they are by, April 2011
                                                                                    • Appendix – Green Habits

                                                                                        • Figure 30: Environmental reasons for ownership or use of appliances or utilities, by demographics, April 2011
                                                                                        • Figure 31: Economic reasons for ownership or use of appliances or utilities, by demographics, April 2011
                                                                                      • Repertoire analysis
                                                                                        • Figure 32: Number of environmental reasons for ownership or use of appliances or utilities, April 2011
                                                                                        • Figure 33: Number of environmental reasons for ownership or use of appliances or utilities, by demographics, April 2011
                                                                                        • Figure 34: Environmental reasons for shopping habits, by demographics, April 2011
                                                                                        • Figure 35: Economic reasons for shopping habits, by demographics, April 2011
                                                                                      • Environmental repertoire analysis
                                                                                        • Figure 36: Number of environmental reasons for shopping habits, April 2011
                                                                                        • Figure 37: Number of environmental reasons for shopping habits, by demographics, April 2011
                                                                                        • Figure 38: Environmental reasons for selected green behaviours, by demographics, April 2011
                                                                                        • Figure 39: Environmental reasons for selected green behaviours, by demographics, April 2011
                                                                                        • Figure 40: Economic reasons for selected green behaviours, by demographics, April 2011
                                                                                        • Figure 41: Economic reasons for selected green behaviours, by demographics, April 2011
                                                                                        • Figure 42: Number of environmental reasons for selected green behaviours, April 2011
                                                                                        • Figure 43: Number of environmental reasons for selected green behaviours, by demographics, April 2011
                                                                                    • Appendix – Environmental Concerns

                                                                                        • Figure 44: Environmental concerns, by demographics, April 2011
                                                                                        • Figure 45: Environmental concerns, by demographics, April 2011
                                                                                      • Repertoire analysis
                                                                                        • Figure 46: Repertoire of environmental concerns, by demographics, April 2011
                                                                                        • Figure 47: How green people think they are, by environmental concerns, April 2011
                                                                                        • Figure 48: How green people think they are, by environmental concerns, April 2011
                                                                                        • Figure 49: Environmental concerns, by repertoire of environment concerns, April 2011
                                                                                        • Figure 50: How green people think they are, by repertoire of environmental concerns, April 2011
                                                                                    • Appendix – The Impact of the Recession on Being Green

                                                                                        • Figure 51: Influence of the recession on driving the car less or walking/ biking to work more, by demographics, April 2011
                                                                                        • Figure 52: Influence of the recession on using less energy at home or cutting down water waste, by demographics, April 2011
                                                                                        • Figure 53: Influence of the recession on wasting less food and only buying new clothes/products/gadgets when needed, by demographics, April 2011
                                                                                        • Figure 54: Influence of the recession on buying solar-powered/wind-up gadgets, by demographics, April 2011
                                                                                      • Repertoire analysis
                                                                                        • Figure 55: Number of ways the recession has influenced green behaviour, by how green people think they are, April 2011
                                                                                        • Figure 56: Number of ways in which the recession has influenced people’s behaviour, April 2011
                                                                                        • Figure 57: Number of ways the recession has influenced green behaviour, by how green people think they are, April 2011
                                                                                    • Appendix – Attitudes Surrounding Being Green

                                                                                        • Figure 58: Agreement with statement ‘There is too much concern with the environment’, by demographics, April 2011
                                                                                        • Figure 59: Agreement with statement ‘I am prepared to make lifestyle compromises to benefit the environment’, by demographics, April 2011
                                                                                        • Figure 60: Agreement with statement ‘I take positive steps to reduce the energy I use’, by demographics, April 2011
                                                                                        • Figure 61: Agreement with statement ‘I am prepared to pay more for foods that don’t contain artificial additives’, by demographics, April 2011
                                                                                        • Figure 62: Agreement with statement ‘When possible, I only use natural or organic products’, by demographics, April 2011
                                                                                        • Figure 63: Agreement with statement ‘I always check the ingredient lists of products (eg food, toiletries) to make sure they don’t contain harmful chemicals’, by demographics, April 2011
                                                                                        • Figure 64: Agreement with statement ‘Lower price is more important to me than the fact that a product is organic or natural’, by demographics, April 2011
                                                                                        • Figure 65: Agreement with statement ‘I am suspicious of products that have words ‘organic’ or ‘natural’ on their label’, by demographics, April 2011
                                                                                        • Figure 66: Agreement with statement ‘I am confused by the types of products available these days (eg organic, fair trade, natural)’, by demographics, April 2011
                                                                                        • Figure 67: Agreement with statement ‘I think there should be more investment in ‘greener’ energy (eg wind or solar etc)’, by demographics, April 2011
                                                                                        • Figure 68: Agreement with statement ‘I make a point of finding out about the environmental policies/practices of companies whose products I buy’, by demographics, April 2011
                                                                                        • Figure 69: Agreement with statement ‘I am more concerned about the environment as a result of the recent natural disasters in New Zealand and Japan’, by demographics, April 2011
                                                                                    • Appendix – Green Typologies

                                                                                        • Figure 70: Green typologies, by demographics, April 2011
                                                                                        • Figure 71: Green behaviours, by how green people think they are by, April 2011
                                                                                        • Figure 72: Environmental concerns, by how green people think they are by, April 2011
                                                                                        • Figure 73: Those who agree with selected statements on the impact of the recession on their green behaviour, by how green people think they are, April 2011
                                                                                        • Figure 74: Those who disagree with selected statements on the impact of the recession on their green behaviour, by how green people think they are, April 2011
                                                                                        • Figure 75: Agreement with attitudes towards being green, by how green people think they are, April 2011
                                                                                        • Figure 76: Disagreement with attitudes towards being green, by how green people think they are, April 2011

                                                                                    Companies Covered

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                                                                                    Green Lifestyles - UK - June 2011

                                                                                    £1,750.00 (Excl.Tax)