Eden McCallum UK Consumer Survey

Environmental Sustainability – Consumer perspectives

November 2021

Eden McCallum UK Consumer Survey

In partnership with

1 Eden McCallum – UK Consumer Research Survey October 2021

Levels of concern about the environment are high across age groups

UK ENVIRONMENTAL SUSTAINABILITY: ENVIRONMENTAL CONCERN1

Note: 1) Excludes those who answered ‘I don’t know / doesn’t apply’

Source: EM Consumer Research Survey October 2021 (n = 1006) SQ9: How concerned are you about the environment / sustainability?

29% 33% 32%38%

21%28% 27%

32%

36% 36%30%

35%27% 29%

31%

29%24%

27%

34% 37% 33%

8% 9% 5%10% 8% 11%

25-34All

respondents

35-44

Very concerned

18-24 65+45-54 55-64

Concerned

Somewhat concerned

Not concerned at all

1861,006 76 165 194 168 217

3%

92%


People believe their individual actions have an important impact on the

environment, almost equal to governments, companies and global agencies

UK ENVIRONMENTAL SUSTAINABILITY: IMPACT ON THE ENVIRONMENT / SUSTAINABILITY1

Note: 1) Excludes those who answered ‘I don’t know / doesn’t apply ’; 2) Importance score calculated by assigning a numerical value to each answer code where ‘Very

important’ = 3, ‘Important’ = 2, ‘Somewhat important’ = 1, ‘Not important’ = 0

Source: EM Consumer Research Survey October 2021 (n = from 982 to 1000) SQ10: How important do you think each of the following are in terms of the impact they have

on the environment / sustainability?

44%

39%

36%

33%

23%

35%

37%

37%

39%

37%

19%

21%

22%

23%

31%

5%

4%

10%Charities /

campaigning groups

Global agencies /

international organisations

Governments / regulators 3%

3%Companies

Individuals / people

Very important Important Not importantSomewhat important

2.2

1.7

2.1

2.0

2.0

Importance score2


2.9

When it comes to their personal behavior, consumers view their

activities in the home as having the greatest environmental impact

UK ENVIRONMENTAL SUSTAINABILITY: IMPORTANCE OF PERSONAL BEHAVIOUR ON

ENVIRONMENTAL IMPACT1

Note: 1) Excludes those who answered ‘I don’t know / doesn’t apply’; 2) Importance score calculated by assigning a numerical value to each answer code where ‘Not

important’ = 1, ‘Somewhat important’ = 2, ‘Important’ = 3 and Very important’ = 4

Source: EM Consumer Research Survey October 2021 (n = from 988 to 1008) SQ11: How important do you think each your personal behaviour in each of the following areas

is in terms of its impact on the environment / sustainability?

32%

25%

25%

21%

21%

36%

38%

37%

35%

35%

26%

28%

29%

32%

28%

6%

9%

9%

11%

16%

Travel / transport usage

Behaviour in the home

e.g., energy usage,

recyling etc.

Set-up at home

e.g., types of

appliance, insultation etc.

Shopping habits

Diet / eating habits 2.6

2.8

2.8

2.7

Importance score2

Very important Important Not importantSomewhat important


However, views on the impact of different behaviours varies by age group;

younger generations attach more importance to shopping and eating habits

UK ENVIRONMENTAL SUSTAINABILITY: IMPORTANCE OF PERSONAL BEHAVIOUR ON

ENVIRONMENTAL IMPACT1

Note: 1) Excludes those who answered ‘I don’t know / doesn’t apply’; 2) Importance score calculated by assigning a numerical value to each answer code where ‘Not

important’ = 1, ‘Somewhat important’ = 2, ‘Important’ = 3 and ‘Very important’ = 4; 3) E.g., Energy usage, recycling etc.; 4) E.g., Types of appliance, use of insulation etc.;

Source: EM Consumer Research Survey October 2021 (n = from 983 to 1003) SQ11: How important do you think your personal behaviour in each of the following areas

is in terms of its impact on the environment / sustainability?

3.1

2.9

2.9

3.0

2.9

Shopping habits

Set-up at home3

Behaviour in the home2

Diet / eating habits

Travel / transport usage

3.0

3.0

3.0

2.9

2.9

3.1

3.0

3.0

2.9

2.9

2.9

2.7

2.8

2.7

2.6

2.9

2.7

2.6

2.4

2.3

2.8

2.6

2.5

2.3

2.3

18-24 25-34 35-44 45-54 55-64 65+

Importance score2 (colour intensity indicates level of importance)


In the home, recycling and watching energy usage are the most

common actions people are taking

UK ENVIRONMENTAL SUSTAINABILITY: EXTENT OF SUSTAINABLE BEHAVIOUR AT HOME1

Note: 1) Excludes those who answered ‘I don’t know / doesn’t apply’; 2) Sustainable behaviour score calculated by assigning a numerical value to each answer code where

‘Always’ = 4, ‘Often’ = 3, ‘Sometimes’ = 2, ‘Rarely’ = 1, ‘Not at all’ = 0

Source: EM Consumer Research Survey October 2021 (n = from 956 to 1015) SQ12: To what extent are you doing each of the following at home?

59%

43%

36%

33%

24%

31%

32%

22%

12%

19%

23%

18%

5%

10% 17%

Recycling (e.g. plastic, paper)2%

3%

Trying to be careful about

the amount of heating used

Composting (e.g. kitchen scraps,

garden waste)

3%

Trying to be careful about

the amount of water used

4%

3%

Always Often Sometimes Not at allRarely

3.4

3.1

2.9

2.4

Sustainable

behaviour score2


When travelling, almost half of UK consumers always/often walk as

an alternative to using a car, bus, or train

UK ENVIRONMENTAL SUSTAINABILITY: EXTENT OF TRAVELING MORE SUSTAINABLY1

18%

23%

15%

12%

10%

28%

22%

19%

18%

13%

33%

24%

25%

23%

19%

11%

12%

16%

17%

14%

10%

20%

25%

30%

44%Cycling instead of

using car / bus / train etc.

Avoiding trips that

require planes (e.g., across the ocean)

Walking instead of

using car / bus / train etc.

Taking public transport /

shared transport instead of using car

Taking a train /

coach instead of using a plane

Always Often RarelySometimes Not at all

2.3

1.3

2.2

1.8

1.6

Note: 1) Excludes those who answered ‘I don’t know / doesn’t apply 2) Sustainable behaviour score calculated by assigning a numerical value to each answer code where


Source: EM Consumer Research Survey October 2021 (n = from 781 to 995) SQ14: To what extent are you doing each of the following for your transport / travel?

46% Sustainable

behaviour score2


Younger respondents are more likely to be seeking out alternative

modes of transport

43%36% 36%

16% 12%7%

57%64% 64%

84% 88%93%

18-24

Sometimes/

Rarely/

Not at all

22%

35-44 45-5425-34 55-64 65+

Always/

Often

Taking a train / coach instead of using a plane Cycling instead of using car / bus / train

38% 34% 33%

9% 12%5%

62% 66% 67%

91% 88%95%

Sometimes/

Rarely/

Not at all

19%

65+18-24 25-34 35-44 45-54 55-64

Always/

Often

UK ENVIRONMENTAL SUSTAINABILITY: EXTENT OF TRAVELING MORE SUSTAINABLY1

Note: 1) Excludes those who answered ‘I don’t know / doesn’t apply

Source: EM Consumer Research Survey October 2021 (n = from 779 to 835) SQ14: To what extent are you doing each of the following for your transport / travel?


When shopping, just under half of UK consumers regularly opt for brands

with sustainable packaging or simply try to buy fewer new products

UK ENVIRONMENTAL SUSTAINABILITY: EXTENT OF BUYING MORE SUSTAINABLY1

14%

15%

12%

12%

12%

10%

9%

30%

29%

29%

25%

24%

22%

20%

37%

34%

37%

38%

37%

37%

29%

11%

12%

14%

17%

16%

19%

19%

8%

10%

8%

9%

11%

11%

22%

Trying to reduce the amount

of new products I buy

Choosing brands / items with recyclable

/ recycled / compostable packaging

Choosing brands /

items with reduced /

no packaging

Buying at local / independent shops

Buying up-cycled /

second hand products

Choosing brands with

good sustainability credentials

Buying recycled products

Always SometimesOften Not at allRarely

2.3

Sustainable

behaviour score2

2.3

2.2

2.1

2.1

2.0

1.7

Note: 1) Excludes those who answered ‘I don’t know / doesn’t apply; 2) Sustainable behaviour score calculated by assigning a numerical value to each answer code where


Source: EM Consumer Research Survey October 2021 (n = from 965 to 1008) SQ15: To what extent are you doing each of the following when shopping?

44%


When eating, about 1/3rd of UK consumers try to avoid specific damaging

ingredients and look for brands with good sustainability credentials

UK ENVIRONMENTAL SUSTAINABILITY: EXTENT OF EATING MORE SUSTAINABLY1

14%

11%

13%

9%

12%

8%

7%

26%

23%

18%

16%

14%

12%

11%

27%

35%

26%

27%

23%

21%

20%

14%

16%

14%

21%

12%

21%

13%

19%

15%

29%

26%

39%

38%

49%

Avoiding red meat e.g. beef, lamb

Avoiding specific ingredients that

are damaging to the environment

Buying food / beverage brands

with good sustainability credentials

Eating a vegan diet

Eating organic food

Eating a vegetarian diet

33%

Avoiding dairy products

SometimesAlways RarelyOften Not at all

2.0

2.0

1.7

1.6

1.5

1.3

1.1

Note: 1) Excludes those who answered ‘I don’t know / doesn’t apply; 2) Sustainable behaviour score calculated by assigning a numerical value to each answer code where


Source: EM Consumer Research Survey October 2021 (n = from 955 to 999) SQ16: To what extent are you doing each of the following for your eating habits / diet?

Sustainable

behaviour score2


Younger respondents are more likely to have cut out specific food

groups entirely

UK ENVIRONMENTAL SUSTAINABILITY: EXTENT OF EATING MORE SUSTAINABLY1

7766 65

55

44 48

18-

24

45-

54

25-

34

35-

44

55-

64

65+

6961

56

3426 23

25-

34

18-

24

65+35-

44

55-

64

45-

54

68 6964

4536

28

18-

24

25-

34

35-

44

55-

64

45-

54

65+

75

62

51

3121

14

45-

54

18-

24

35-

44

25-

34

55-

64

65+

…avoid red meat, % …avoid dairy products, % …eat a vegetarian diet, % …eat a vegan diet, %

Note: 1) Excludes those who answered ‘I don’t know / doesn’t apply

Source: EM Consumer Research Survey October 2021 (n = from 973 to 994) SQ16: To what extent are you doing each of the following for your eating habits / diet?

People who sometimes to always...


The climate change mitigation options with the highest impact still

have a relatively low penetration

UK ENVIRONMENTAL SUSTAINABILITY: PENETRATION OF SUSTAINABLE ALTERNATIVES VS

CO2EQ IMPACT1

0

20

40

60

80

100

0.80.40.0 1.00.2 2.60.6

Being careful about heating used

Penetration2, %

Having renewable electricity at home

Recycling

Being careful about water used

Having a smart water meter

Having insulation in walls / floor

Having a smart energy meter

Having an electric car

Avoiding trips that require planes

Taking public transport instead of using car

Walking instead of bus

Cycling instead of using car / bus / train

Taking a train instead of plane

Reducing amount of new products

Buying at local / independent shops

CO2e Impact,

tCO2eq/cap per year

Avoiding red meat

Eating organic

Eating vegetarian

Eating vegan

Composting

Having Energy efficient appliances

Having solar panels

Buying Items with reduced / no packaging

Note: 1) Excludes those who answered ‘I don’t know / doesn’t apply 2) % of respondents who always/often buy/use/eat sustainable alternatives or use/have sustainable solution at home

Source: EM Consumer Research Survey October 2021 (n = from 781 to 1015)

EU/Europe data from: Quantifying the potential for climate change mitigation of consumption options - Diana Ivanova et al 2020 Environ. Res. Lett. 15

SQ14: To what extent are

you doing each of the

following for your transport /

travel?



following when shopping?



following at home?

SQ13: Do you use / have

any of the following at

home?



following for your eating

habits / diet?

INDICATIVE


Sample demographics

Contents


The survey respondents are a nationally representative sample in

terms of gender, age and regional distribution

KEY FACTS ABOUT THE UK SAMPLE1

Note: 1) Totals may not equal 100% due to rounding. Respondents who answered ‘other’ or ‘prefer not to say’ have not been displayed

Source: EM Consumer Research Survey October 2021 (n = 1023) S1: What gender do you identify as?; S2: How old are you?; S3: Where do you live?

50% 50%

50% 50%Male

0%Other

Nat. rep

0%

Oct-21

Female

8% 8%

17% 17%

18% 18%

19% 19%

17% 17%

22% 22%

Nat. rep Oct-21

65+

18 - 24

25 - 34

45 - 54

55 - 64

35 - 44

14% 14%

14% 14%

11% 11%

9% 9%

9% 9%

8% 8%

8% 8%

8% 8%

7% 7%

5% 5%4% 4%

North East

South East

Scotland

2%

Nat. rep

2%

Oct-21

East Midlands

East Anglia

London

North West

Yorkshire & Humberside

Northern Ireland

South West

Wales

West Midlands

What gender are you? How old are you? Where do you live?

Documents

Eden McCallum UK Consumer Survey