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Green Lifestyles - UK - March 2012

“Concerns about the economy continue to overshadow the environmental agenda and cost, rather than inconvenience or the amount of effort, is the primary deterrent to environmental habits in 2012. With an estimated 17.8 million people who are shunning being green in the coming year, there is a growing need for more transparency and concrete evidence of environmental focus by brands.”

– Ina Mitskavets, Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • What are consumer’s feelings towards being green?
  • What steps are consumers taking towards being green?
  • How is the financial climate affecting consumer’s focus on green issues?
  • How important are ‘green’ factors when buying items for children?
  • How does price affect purchase decisions for green products?

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Energy prices continue to rise
              • Figure 1: Quarterly retail price index for electricity and gas prices, UK, Q1 2006-Q4 2011
            • Green priorities
              • Figure 2: Priority placed on being green in the coming year, January 2012
            • Ways to be green
              • Figure 3: Number of green habits, January 2012
            • Less focus on green issues for adults in financial struggle
              • Figure 4: Proportion of Green Prioritisers and Green Avoiders, by current financial situation, January 2012
            • Parents put children’s needs first
              • Figure 5: Importance of green factors when making purchases for children, January 2012
            • Concerns about the economy dominate
              • Figure 6: Agreement with selected green attitudes, by number of green habits, January 2012
          • Future Opportunities

              • Trend: Why Buy
                • Trend: Green Scepticism
                • Background Data

                  • Key points
                    • Trends in attitudes towards environmental issues
                      • Figure 7: Attitudes towards environmental issues, 2007-11
                    • Conservation habits within the home
                      • Figure 8: Energy habits in the home, 2011
                    • Energy prices continue to rise
                      • Figure 9: Quarterly retail price index for electricity and gas prices, UK, Q1 2006-Q4 2011
                    • Transport
                      • Figure 10: Form of transport used, 2007-11
                  • Green Outlook

                    • Key points
                      • Green priorities
                        • Figure 11: Priority placed on being green in the coming year, January 2012
                      • Family lifestage determines desire to be green
                        • 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
                        • Figure 13: Reasons for not prioritising being green in the coming year, January 2012
                      • Being green doesn’t require extraordinary effort
                      • Green Habits

                        • Key points
                          • Ways to be green
                            • Figure 14: Number of things people do to be green, January 2012
                          • Everyday habits reflect future intentions
                            • Figure 15: Number of green habits, by priority of being green in the coming year, January 2012
                          • Shopping habits
                            • Figure 16: Green shopping habits, January 2012
                          • Household habits
                            • Figure 17: Green household habits, January 2012
                          • Lifestyle choices
                            • Figure 18: Green lifestyle habits, January 2012
                        • Financial Pressures

                          • Key points
                            • Less focus on green issues for adults in financial struggle
                              • Figure 19: Proportion of Green Prioritisers and Green Avoiders, by current financial situation, January 2012
                            • Healthy finances = more green efforts
                              • Figure 20: Number of green habits, by current financial situation, January 2012
                            • Who is buying green products?
                              • 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
                              • 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
                              • Figure 23: Innocent pure fruit smoothie – back label, March 2012
                          • Green Purchases

                            • Key points
                              • Energy savings motivate household purchases
                                • Figure 24: Likelihood of considering green factors when making purchases, January 2012
                              • Women and families consider green factors in beauty and clothing
                                • 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
                                  • 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
                                  • 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
                                  • Figure 28: Importance of green factors when making purchases for children, January 2012
                                  • Figure 29: Number of green factors considered important when making purchases for children (very important and important are included), January 2012
                                  • 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
                                    • 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

                                  • Key points
                                    • Low effort, low benefit
                                      • Figure 32: Reactions to rises in gas and electricity charges, January 2012
                                    • When the energy bills start to bite
                                      • The focus on energy efficiency
                                        • Figure 33: Agreement with selected green attitudes, by annual household income, January 2012
                                      • To switch or not to switch?
                                        • Figure 34: Selected reactions to rises in gas and electricity charges, by annual household income, January 2012
                                    • Green Attitudes

                                      • Key points
                                        • ‘Greenwashing’ – a big concern
                                          • Figure 35: Agreement with selected green attitudes, by priority of taking green actions, January 2012
                                        • Spending more to benefit the environment
                                          • Figure 36: Poster in a Marks & Spencer store showcasing ‘Plan A’ commitments, March 2012
                                        • Fuel poverty on the rise
                                          • Figure 37: Agreement with selected green attitudes, by number of green habits, January 2012
                                        • Parents more trusting of green claims
                                          • Figure 38: Agreement with selected green attitudes, by number of green habits, January 2012
                                      • Green Typologies

                                        • Key points
                                          • 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

                                                      • 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
                                                      • Figure 43: Green purchases for children, by green outlook, January 2012
                                                      • Figure 44: Reactions to energy inflation, by green outlook, January 2012
                                                      • 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
                                                      • 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
                                                  • Appendix – Green Habits

                                                      • Figure 52: Repertoire of green habits, by demographics, January 2012
                                                      • Figure 53: Green habits, by repertoire of green habits, January 2012
                                                      • 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
                                                      • 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
                                                      • 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
                                                  • Appendix – Financial Pressures

                                                      • 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
                                                      • 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
                                                      • 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
                                                      • Figure 73: Reactions to energy inflation, by personal financial situation, January 2012
                                                      • Figure 74: Green attitudes, by personal financial situation, January 2012
                                                  • Appendix – Green Purchases

                                                    • Influence of green factors on general purchases
                                                      • Figure 75: Repertoire of green purchases (including ‘very likely’ and ‘likely’ responses), January 2012
                                                      • Figure 76: Repertoire of green purchases, by demographics, January 2012
                                                      • 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
                                                      • Figure 81: Green attitudes, by repertoire of green purchases, January 2012
                                                    • Influence of green factors on purchases for children
                                                      • 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
                                                      • 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
                                                      • Figure 88: Green attitudes, by repertoire of green purchases for children, January 2012
                                                  • Appendix – Reactions to Energy Price Inflation

                                                      • 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
                                                  • Appendix – Green Attitudes

                                                      • Figure 91: Most popular green attitudes, by demographics, January 2012
                                                      • Figure 92: Next most popular green attitudes, by demographics, January 2012
                                                      • Figure 93: Other green attitudes, by demographics, January 2012
                                                      • Figure 94: Green outlook, by most popular green attitudes, January 2012
                                                      • 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
                                                      • 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
                                                      • 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
                                                  • Appendix – Consumer Typologies

                                                      • Figure 105: Consumer typologies, by demographics, January 2012
                                                      • Figure 106: Social networks use, by consumer typologies, January 2012
                                                      • Figure 107: Green outlook, by consumer typologies, January 2012
                                                      • Figure 108: Reasons for not prioritising being green, by consumer typologies, January 2012
                                                      • Figure 109: Green habits, by consumer typologies, January 2012
                                                      • Figure 110: Green purchases, by consumer typologies, January 2012
                                                      • Figure 111: Green purchases for children, by consumer typologies, January 2012
                                                      • Figure 112: Reactions to energy inflation, by consumer typologies, January 2012
                                                      • Figure 113: Green attitudes, by consumer typologies, January 2012
                                                      • Figure 114: Current financial situation, by consumer typologies, January 2012
                                                      • Figure 115: Changes in financial situation compared with a year ago, by consumer typologies, January 2012
                                                      • Figure 116: Confidence in future finances, by consumer typologies, January 2012
                                                      • Figure 117: Impact of economy on financial situation, by consumer typologies, January 2012
                                                      • Figure 118: How money is spent, by consumer typologies, January 2012
                                                      • Figure 119: How extra money is spent, by consumer typologies, January 2012

                                                  Companies Covered

                                                  • Aldi Stores Ltd (UK & Ireland)
                                                  • Amazon.co.uk
                                                  • Apple Computer UK Ltd
                                                  • Asda Group Ltd
                                                  • ASOS (UK retail sales)
                                                  • Association of Train Operating Companies (ATOC)
                                                  • Automobile Association (AA)
                                                  • British Broadcasting Corporation (BBC)
                                                  • British Gas
                                                  • British Vehicle Rental and Leasing Association
                                                  • Co-operative Group
                                                  • Costcutter Supermarkets Group
                                                  • Driving Standards Agency
                                                  • EDF Energy
                                                  • Facebook, Inc.
                                                  • Foursquare
                                                  • FriendsReunited
                                                  • Google UK
                                                  • Innocent Drinks Ltd
                                                  • J. Sainsbury
                                                  • Kantar Media
                                                  • L'Oréal (UK)
                                                  • Lidl (UK)
                                                  • LinkedIn
                                                  • Londis (Holdings) Ltd - retail sales
                                                  • Marks & Spencer
                                                  • McDonald's Restaurants Limited (UK)
                                                  • MySpace.com
                                                  • National Express Limited
                                                  • Ocado
                                                  • PUMA AG Rudolf Dassler Sport
                                                  • Research in Motion Uk Ltd.
                                                  • Scottish Power Plc
                                                  • Soil Association
                                                  • Spar UK Ltd
                                                  • Tesco Plc
                                                  • Thames Water
                                                  • Twitter, Inc.
                                                  • Universities & Colleges Admissions Service (UCAS)
                                                  • Waitrose
                                                  • Wm Morrison Supermarkets
                                                  • YouTube, Inc.

                                                  Green Lifestyles - UK - March 2012

                                                  £1,995.00 (Excl.Tax)