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UK Ethical Lifestyles Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Ethical Lifestyles market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

What you need to know

65% of all adults say they are currently trying to live more ethically than they were a year ago, reflecting how media focus on both environmental and societal ethical issues has helped to drive these to the forefront of people’s minds.

However, plateauing household recycling rates and rising food waste levels suggest that, despite their increased awareness and effort, there remains much room for improvement. As such, there are now opportunities for businesses to create marketing campaigns that will encourage all consumers to redouble their eco-efforts, as well as charting their own initiatives.

Expert analysis from a specialist in the field

Written by Jack Duckett, a leading analyst in the Lifestyles sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Press headlines and popular TV shows such as Blue Planet II have helped to raise people’s awareness of the extensive harm mankind has wreaked on the Earth. However, plateauing recycling rates and rising food waste levels show that, despite their increased awareness, people are failing to make the lifestyle changes needed to prevent further environmental damage. For brands this signals opportunities to create campaigns that will show how businesses and their customers must work as a team if they are to establish a greener planet for the future. Jack Duckett
Lifestyles Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Report definitions
      • Executive Summary

          • The market
            • Baby boom shows signs of ending…
              • …but number of parents with dependents continues to rise
                • Figure 1: Number of mums and dads with dependent children in the household, UK, 2000-17
              • Proportion of adults with dependent children in employment sees growth
                • The consumer
                  • An emphasis on educational role models
                    • Figure 2: Figures parents consider to be good role models for their children, July 2018
                  • Parents worry about influence of social media stars
                    • Figure 3: Parents’ attitudes children’s self-image and role models, July 2018
                  • Helping parents navigate childhood health
                    • Sexual health tops list of difficult parent/child conversations
                      • Figure 4: Areas of life parents find difficult discussing with their children, July 2018
                    • Mums remain key decision makers in the family home
                      • Figure 5: Decision makers in the home, July 2018
                    • Parents conflicted when it comes to digital tracking
                      • Figure 6: Proportion of parents tracking, or interested in tracking, their children with an app or technology device, July 2018
                    • What we think
                    • Issues and Insights

                      • Choosing good role models for children
                        • The facts
                          • The implications
                            • Helping parents navigate childhood obesity
                              • The facts
                                • The implications
                                • Parents Today – What You Need to Know

                                  • Baby boom shows signs of ending…
                                    • …but number of parents with dependents continues to rise
                                      • Financial confidence dips amongst those with older children
                                        • Proportion of adults with dependent children in employment sees growth
                                          • Household obesity
                                            • Children’s mental health continues to prove a cause for concern
                                            • A Demographic Overview

                                              • Baby boom shows signs of ending…
                                                • Figure 7: Trends in the number of live births, England and Wales, 2000-17
                                                • Figure 8: Standardised^ mean age of mums and dads at birth of child, 2000-16
                                              • …but number of parents with dependents continues to rise
                                                • Figure 9: Number of mums and dads with dependent children in the household, UK, 2000-17
                                                • Figure 10: Families in the UK with dependent children, by family type, 2010-17
                                              • Same sex parents
                                              • Lifestyle Factors

                                                • Financial confidence dips amongst those with older children
                                                  • Figure 11: Current financial situation, by presence of children in household, August 2018
                                                • Proportion of adults with dependent children in employment sees growth
                                                  • Figure 12: Employment rates of men and women (aged 16 to 64) with and without dependent children, England, April to June 2000-17
                                                • Childhood obesity levels remain high…
                                                  • Figure 13: Overweight and obesity prevalence in the England by selected age breaks, 2006-16
                                                • …as adult obesity continues to soar
                                                  • Children’s mental health continues to prove a cause for concern
                                                  • The Consumer – What You Need to Know

                                                    • An emphasis on educational role models
                                                      • Children grow up too quickly
                                                        • The double-edged sword of social media personalities
                                                          • Dads struggle more than mums
                                                            • Sexual health tops list of difficult parent/child conversations
                                                              • Mums remain key decision makers in the family home…
                                                                • …But brands must remember dads
                                                                  • Helping parents navigate childhood and teen obesity
                                                                    • Parents prove conflicted when it comes to digital tracking
                                                                    • Who Makes the Best Role Models for Children

                                                                      • The importance of educational role models
                                                                        • Figure 14: Figures parents consider to be good role models for their children, July 2018
                                                                        • Figure 15: Shell’s ‘The Bright Ideas Challenge’, 2018
                                                                      • Aspiration and inspiration are key takeaways
                                                                        • Figure 16: Nike ‘Dream Crazy’ campaign, September 2018
                                                                      • Mums more likely to look to the family for good role models…
                                                                        • Figure 17: Figures parents consider to be good role models for their children, mums vs dads, July 2018
                                                                        • Figure 18: IKEA’s ‘Wonderful Everyday’ campaign, July 2016
                                                                      • …while dads emphasise a sense of adventure
                                                                        • Figure 19: North Face ‘She Moves Mountains’ campaign, April 2018
                                                                      • The double-edged sword of social media personalities
                                                                      • Parents’ Attitudes towards Children’s Self-Image and Role Models

                                                                        • Children grow up too quickly…
                                                                          • Figure 20: Parents’ attitudes children growing up too quickly, July 2018
                                                                          • Figure 21: Love Island contestants, June 2018
                                                                        • Promoting body confidence
                                                                          • Figure 22: Dove & Steven Universe short - Appearance Related Teasing and Bullying, April 2018
                                                                        • Social media influencers crowd the advertising market
                                                                          • Figure 23: Parents’ attitudes towards social media influencers and role models, July 2018
                                                                        • Helping parents navigate childhood health
                                                                          • Figure 24: Parents’ attitudes towards children’s weight and image insecurities, July 2018
                                                                      • Difficult Conversations

                                                                        • Parents prove unafraid of difficult conversations with their children…
                                                                          • Figure 25: Areas of life parents find difficult discussing with their children, July 2018
                                                                        • …albeit dads struggle more than mums
                                                                          • Figure 26: Areas of life parents find difficult discussing with their children, by sex of parent, July 2018
                                                                          • Figure 27: Colman’s ‘Meals that say it all’ campaign, July 2014
                                                                        • Sexual health tops list of difficult parent/child conversations
                                                                          • The Next Genderation
                                                                          • Decision Makers

                                                                            • Democratic family life
                                                                              • Figure 28: Decision makers in the home, July 2018
                                                                            • Mums remain key decision makers in the family home
                                                                              • Figure 29: Decision makers in the home, mums vs dads, July 2018
                                                                            • The heavy burden of being the main decision maker
                                                                              • Figure 30: Fiat ‘The Motherhood’ campaign, December 2012
                                                                            • Brands must remember dads
                                                                              • Figure 31: Kellogg’s Coco Pops ‘Approved by Mums’ and ‘Approved by Parents’ packaging claims, September 2018
                                                                          • Tracking Children

                                                                            • Tracking kids at school
                                                                              • Figure 32: Proportion of parents tracking, or interested in tracking, their children with an app or technology device, July 2018
                                                                            • The boom in wearable tech health tracking
                                                                              • Figure 33: Fitbit Ace Family account app, September 2018
                                                                            • Parents conflicted when it comes to digital tracking
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Abbreviations
                                                                                  • Consumer research methodology
                                                                                    • Qualitative research methodology
                                                                                      • Figure 34: BBC headline about children growing up too quickly, March 2013