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SUSTAINABLE LIVING:

A BETTER WAY TO LIVE


NOVEMBER 2012

PREFACE
The Futures Company is a strategic insight and innovation consultancy, formed in
2008 from the coming together of The Henley Centre, HeadlightVision and
Yanklelovich. It has unrivalled expertise in foresights and futures work. Through
a combination of subscription services, foresight services, custom research and
consultancy, The Futures Company creates commercial advantage for clients by
helping them to take control of their futures.
This insights paper will bring together a combination of the Futures Companys
proprietary (and any relevant non-proprietary) social, economic and environmental
research to set out the current context for UK consumers. It will provide a snapshot
of their attitudes and behaviour on issues relating to sustainable living, against the
backdrop of the recession. It draws on fresh UK data from The Futures Companys
Global MONITOR survey, an annual study into consumer attitudes and values across
21 markets, with a sample of 1,975 consumers in the UK. The data has been drawn
from the 2012 study and comparisons with data from previous years have been made
where relevant. Unless stated, all data is sourced from this survey.
Working in partnership with Unilever UK & Ireland, this insights paper provides fresh
expert insight on relevant UK consumer attitudes and behaviour relating to the
environment, the economy, consumer spending, and happiness/quality of life.

1 CHANGING
PRIORITIES
In the last 15 years, we have witnessed a rising tide of interest in and concern
around the social and environmental impacts of our lifestyles. People living in the
UK have become more aware of the challenges facing our planet, and increasingly
convinced of their urgency and importance. Media attention, high profile celebrity
endorsement and growing legislation have helped drive this and made issues such
as global warming, environmental pollution, fair wages for workers and the need
to take action feel closer to home. Through this profiling, sustainable living has
been brought to the attention of everyday people.
However, since 2009, the knock-on effects of the financial crisis have threatened
the sustainability advance. Shrinking real incomes, driven by stagnating wages and
price inflation have moved financial struggles to the centre stage. Today, individual
finances and job security remain top of most consumers concerns, and the
challenges people are facing seem here to stay.
It is evident that people are still under significant financial pressure. Recently
published Global MONITOR data shows that 52% of people in the UK said that their
personal financial situations were poor, or very poor in 2012. This is an increase of
6% when compared to 2009. People have also been forced to adopt a more shortterm mindset, with 62% in the UK agreeing that this year they are much more
focused on figuring out how to cover current expenses than planning their longterm finances. This is up from 53% only a year ago.
The financial crisis has also accelerated a broader crisis of confidence, stress and
mental health. More than half (51%) of people now say they suffer from stress, which
is up from 43% in 2010, while hospitalisations related to stress have soared by 47%
since 2007-8.1 In this climate of uncertainty, many people feel they are unable to
attain the sense of personal progress and direction they crave, given that the wage
rises and promotions they used to rely on are now few and far between. More than
half (52%) of people said they felt satisfied in 2010 whilst only 43% said they felt
satisfied in 2012.
Against this backdrop, it would be understandable if sustainability had slipped down
the list of priorities for consumers. Pursuing a sustainable way of life could easily
be perceived as a longer-term ideal rather than an immediate and pressing concern.

1
2012. Rise in hospital admissions for stress is blamed on the recession - Health News - Health &
Families - The Independent. [ONLINE] Available at: http://www.independent.co.uk/life-style/health-andfamilies/health-news/rise-in-hospital-admissions-for-stress-is-blamed-on-the-recession8126151.html. [Accessed 01 October 2012].

2 CONTINUED
ENGAGEMENT
Since 2008, we have seen a fall in consumer engagement; 45% of UK consumers
agreed that living an environmentally conscious lifestyle is a high priority in 2012,
compared to 50% four years ago. However, this fall in engagement has not
accelerated as the financial crisis has endured. This suggests that there is a core
group of people for whom being environmentally conscious is an embedded part
of everyday values.

HIGH PRIORITY OF LIVING AN


ENVIRONMENTALLY CONSCIOUS LIFESTYLE
(TOP 4 ON 10 POINT SCALE)

50 45 46 41 45
2008

2009

2010

2011

2012

The 2012 data from our environmental engagement segmentation supports this
assertion. This segmentation was created using consumer attitudes and values
towards the environment from our Global MONITOR survey.
The survey focuses on the extent to which consumers are prioritising an
environmentally friendly lifestyle, as well as the motivations and barriers that
influence this lifestyle.

On the graph below, you will see each of the three groups (Engaged, Constrained
and Unconcerned) and what sets them apart in terms of motivation and ability to
adopt greener practices.
The horizontal axis explains the extent to which people feel motivated by
environmental concerns and the vertical axis represents the extent to which they
feel able to take action, based on knowledge, choice in the market, access to
services (such as recycling) and perceived financial constraints.

UNCONCERNED

44

ENGAGED

36%
CONSTRAINED

20%

MOTIVATED

UNMOTIVATED

ABLE

CONSTRAINED
Based on this analysis, we see three broad clusters of attitudes and behaviours
(which can be further split into six sub-groups for finer analysis).
The Engaged group is made up of people who want to live more sustainably, and
who feel they can they have a clear idea of what actions they can take and are able
to make changes to their lives.
The Constrained group feel fairly motivated to live more sustainably, but feel unable
to change their lives to make this happen.
Finally the Unconcerned group do not believe strongly in the importance of living
sustainably many of them lack awareness and interest in what else they could be
doing.
Interestingly, the sizes of the three groups have remained largely unchanged since
they were identified in 2008. As the recession has not converted many people to the
Unconcerned group, this suggests that attitudes to sustainable living are deep
rooted, and the emergence of groups concerned about the environment will not
simply be reversed by a tough economic situation.

3 ENDURING
LIMITATIONS
It is important to remember however, that even the Engaged group have much
further to go in terms of making an impact by changing their behaviour when it
comes to living sustainably. They have successfully integrated a number of
sustainable behaviours into everyday life, such as recycling rubbish, turning the
lights off and reusing plastic bags. However, very few of them have made radical
alterations, such as reducing the amount of meat they eat or avoiding air travel,
which remain niche behaviours that are confined to a minority of sustainability
evangelists.
Whilst the inclination to live more sustainably might be there for 56% of the
population (identified as the Engaged and Constrained groups), this does not
mean that all actions with a sustainable impact are driven by sustainable
motivations alone.
Even for the Engaged group, sustainability concerns cannot be a priority in all
aspects of their lives, particularly in light of current financial pressures. For many,
sustainability behaviours that stick are linked with their core priorities and therefore
become much easier to maintain. For example, cycling to work can be driven by
wanting to keep fit as much wanting to reduce carbon emissions. Reducing the
amount of red meat we consume can be fuelled by wanting to reduce cholesterol
more than a desire to minimise impact on the environment.
There continue to be a number of perceived barriers to living sustainably that prevent
people from taking further action, which resonate across all of the consumer
groups.

FACTORS THAT PREVENT CONSUMERS FROM


LEADING A MORE ENVIRONMENTALLY
CONSCIOUS LIFESTYLE (%)

68 62%
%

COSTS TOO MUCH

61

I DONT WANT
TO COMPROMISE
ON THE QUALITY/
CONVENIENCE OF
I DONT KNOW WHAT
ELSE I COULD BE DOING WHAT I BUY
5

55
57
%

I DONT HAVE
ENOUGH
CONTROL OVER
THE WAY I LIVE

35%

I AM TOO CONFUSED
ABOUT CONFLICTING
INFORMATION ABOUT
THE ENVIRONMENT

30%
I REALLY
CANT BE
BOTHERED

I HAVE DONE
ENOUGH
ALREADY

36%
I DONT BELIEVE
ENVIRONMENTAL
PROBLEMS ARE BAD
ENOUGH TO JUSTIFY
DOING MORE

For many people, the link between sustainable living and tangible household savings
are not obvious. The perception that living sustainably costs too much remains the
biggest barrier to adopting a more environmentally conscious lifestyle for 68% of
UK consumers. This is perhaps a consequence of a lingering preconception that to
live sustainably means having to spend more on greener products or make
expensive alterations to make the house more energy efficient.
For the Constrained group in particular, barriers to further engagement include:
a sense that they have insufficient knowledge; a lack of alternatives in terms of
product choice; and a lack of control over their ability to act (due to availability of
local facilities).
Almost two thirds (62%) of UK consumers agree with the statement: I dont know
what else I could be doing. This suggests that whilst there might be a latent desire
to do more, many feel that they have reached their limit in being able to personally
make a difference.
The 40% of UK consumers who make up the Unconcerned group cannot be
ignored. Generally the consumers in this group dont feel a pressure to act in an
environmentally friendly way and hold the belief that it would be hard to be greener
even if they wanted to. This group are most sceptical of the need to take further
action.
This consumer group presents the greatest challenge in terms of driving behaviour
change. The absence of environmental motivations means that other hooks, such
as financial benefits, are needed to convince them of the value of engaging in
sustainable behaviours.

4 BRINGING SUSTAINABILITY
CLOSER TO HOME
Despite the persistence of barriers to leading a more environmentally conscious
lifestyle, we are seeing encouraging signs that consumers are wising up to the
potential household savings that can be made by living more sustainably. This is
largely a result of financial necessity, rather than sustainable motivations.
However, it suggests that there is a disconnect between perception and reality
when it comes to cost being the primary barrier to sustainable living.
For some time the sustainability movement has been focused on communicating
the tangible differences that people can make in their own lives and within their
households. As a result, this is starting to have a positive effect on behaviour. But
for more people to take action, the association between sustainable living and
reduced cost of living needs to be top of mind.
Sustainability needs to be integrated into peoples homes and everyday routines and
this can be accomplished by changing the way we talk about sustainability. Focusing
on the household, there are three key areas where more sustainable behaviours
could significantly reduce the homes carbon footprint: water and energy use; waste;
and food. These are the areas where people can make most tangible savings and
ease the pressure of household running costs through living a more sustainable
lifestyle. They may also experience additional benefits to the health and wellbeing
of their household.

FOOD
Food is an area in the household where people can make an environmental impact
whilst benefiting themselves, both financially and in terms of their own health. There
are two dimensions to consider within food: the food choices people make; and the
food they throw out.
Reducing red meat consumption is one area that could have significant benefits for
individuals. A 2012 study, published in the British Medical Journal, suggests that
reduced intake of red and processed meat would not only lower the incidence of heart
disease, diabetes and bowel cancer by 3% to 12%, but also reduce the carbon footprint
by 28 million tonnes a year.2 At a time of rising health awareness and reduced
household expenditure, alternatives to red meat is likely to gain traction with
consumers as they consider the food choices they make.

2
2012. Impact of a reduced red and processed meat dietary pattern on disease risks and greenhouse gas
emissions in the UK: a modelling study -- Aston et al. 2 (5) -- BMJ Open . [ONLINE] Available at:
http://bmjopen.bmj.com/content/2/5/e001072.full. [Accessed 01 October 2012].

People are also becoming more aware of the contribution of food miles to the global
carbon footprint. Consequently, this has resulted in an increasing preference for shopping
locally. Half of UK consumers now agree that buying locally grown or produced goods is
extremely or very important - up 5% from last year. Again, this trend complements the
recessionary environment, with people becoming increasingly conscious of the need to
support local businesses and in rural areas, using farmers markets to find cheaper
alternatives to the supermarket.
Reducing food waste is another area of growing consumer consciousness. A 2011 study
by the governments Waste and Resources Action Programme (WRAP) showed that there
has been a 13% reduction in food waste since 2006-7.3
Consumer data supports the notion that people are becoming more aware of the food
they throw away. Six out of 10 (57%) UK consumers in 2012 agree with the statement: I
throw away less food than I did a few years ago and 55% say: I make better use of
leftover food than I did a few years ago.
However, the same WRAP study showed that the average UK household still wastes 680
worth of food each year. Whilst people have come a long way, a continuing lack of clarity
around use-by and sell-by dates, a lack of planning ahead and a lack of confidence around
cooking with leftovers continue to inhibit further reduction in the food that households
throw out.

WATER AND ENERGY USE


The water and energy used within a household are closely connected and contribute
significantly to the households (and collectively the UKs) carbon footprint. One fifth of
a households carbon footprint comes just from heating water for baths, showers and
washing up.4 Domestic energy usage in the UK accounts for one fifth of the nations
carbon footprint,5 demonstrating how significant behaviour change in the home could
be in helping the Government to meet its carbon emission targets.
There is evidence that people are starting to understand the personal financial benefits
of reducing water and energy use. With prices for household gas and electricity
doubling over the last eight years, and official drought across much of the country
earlier this year, consumers are paying closer attention to how they can reduce their
bills. The Global MONITOR data shows that the importance of reducing the amount of
energy and water people use in their homes has increased significantly in the last year.
3

2012. New estimates for household food and drink waste in the UK | WRAP UK. [ONLINE] Available at:
http://www.wrap.org.uk/content/new-estimates-household-food-and-drink-waste-uk.
[Accessed 01 October 2012].

4
2012. Water: using less at home : Directgov - Environment and greener living. [ONLINE] Available at:
http://www.direct.gov.uk/en/environmentandgreenerliving/energyandwatersaving/dg_064370.
[Accessed 01 October 2012].

5
2012. Powering the nation - household electricity-using habits revealed / Research and insights / Corporate
/ Publications / Home (England) - Energy Saving Trust England. [ONLINE] Available at:
http://www.energysavingtrust.org.uk/Publications2/Corporate/Research-and-insights/Powering-the-nationhousehold-electricity-using-habits-revealed. [Accessed 01 October 2012].

VERY/EXTREMELY IMPORTANT IN YOUR


PERSONAL LIFE TODAY

71 76 54 62
2011

2012

REDUCING THE AMOUNT OF


ENERGY YOU USE IN YOUR HOME

2011

2012

REDUCING THE AMOUNT OF


WATER YOU USE IN YOUR HOME

More people are starting to live more sustainably in an effort to save money, but
there is still more that people can be doing, even amongst those consumer groups
that are already engaged. Simple steps to reduce water usage, such as installing
water saving bags in toilet cisterns, or fitting flow regulators to shower heads
continue to experience low levels of uptake.
Actions to reduce energy usage, such as not leaving appliances on standby, or
washing clothes at 30 degrees are more commonly known, but barriers such as
convenience and concerns as to practicality still remain for many.

WASTE
Household waste is an established environmental concern, with each UK household
producing over one tonne of rubbish annually, amounting to 31 million tonnes for
the UK every year.6 However, there are signs that people are becoming more
conscious of reducing their household waste. Recently published data from DEFRA
shows that in the UK, there has been a 38% reduction in non-recycled household
waste per person, between 2000-01 and 2009-10. The data also shows that the
amount of household waste recycled or composted has increased, accounting for
39% of household waste in 2009-10.7 This suggests that government efforts to
reduce waste are having some impact.
6
2012. Greenbox Recycling | Recycling for a Cleaner Utah. [ONLINE] Available at:
http://greenboxrecycling.com/. [Accessed 01 October 2012].
7
2012. Household waste and recycling in the UK. [ONLINE] Available at:
http://www.defra.gov.uk/statistics/environment/waste/wrfg04-hhwastrecyc/.
[Accessed 01 October 2012].

However, there remain a number of barriers preventing people from taking further
action. Dependence on local council waste disposal facilities makes it easy for
people to claim that they have done all they can in terms of recycling. Whilst they
may routinely separate the waste in their kitchens, bathroom bins may not be
subject to the same rigour. Recycling may now be an everyday habit, but in situations
such as house moves, where time and convenience come to the fore, people can
temporarily abandon their good intentions.
We are seeing signs that attitudes to waste are being positively influenced by the
recession. People are realising that doing without or making do with less does not
impact their quality of life.
More than half (53%) of people now agree with the statement: since the recession
I have learned how many things I can do without and still be happy, which is a rise
from 48% in 2009.
The idea of accumulating and discarding possessions has less appeal, suggesting
that long term, consumers may continue to be more mindful of what they purchase,
and ultimately, what they throw out.

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5 THE NEED FOR A


BETTER WAY TO LIVE
The first step in convincing people that sustainable living could lead to a better
lifestyle is to change the emphasis in messaging around sustainable behaviours.
Each UK household needs to understand that there are personal benefits to be
gained not only financial, but also emotional, social and physical.
People want to regain the level of emotional wellbeing that has suffered as a result
of the financial crisis. They have experienced a crisis of trust in the systems and
institutions that are supposed to support them, with the Government and financial
institutions struggling to bring about economic improvement.
They want to reclaim the control they have lost over their personal circumstances,
evidenced by 65% of people in 2012 agreeing that: It is important to get a greater
sense of control in every aspect of my life, an increase from 52% in 2009.
Sustainable initiatives that build skills, such as cooking, offer people the means to
make the most of what they have whilst maintaining variety in their meals, giving
people both control and self sufficiency.
Waste not want not has become a recognised mantra to keeping spending down.
Reinforcing this mantra will not only help the sustainability drive, but it will enable
people to feel that they are taking back control by reducing their spend.
The social benefits of sustainability are also messages that have strong relevance
to todays society. As people have become less trusting of the wider world around
them, they have retrenched into a smaller group of family and friends for comfort
and support. The austerity measures people have adopted appear stark, with some
losing connection with once close friends and relatives as their situations change
and they adjust to different economic realities. Losing these connections can lead
to loss of purpose and a sense of meaning in life.
Yet sustainability has the potential to fill some of the void. A sense of common
purpose and greater community involvement through for example, supporting local
producers, could help people to feel more connected.

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Finally, the physical benefits of living a more sustainable lifestyle are also more
appealing. For example, sustainable food choices are often healthier choices.
Cycling or walking as an alternative to using the car boosts physical activity as well
as emotional wellbeing. Ultimately these individual benefits may prove more of a
motivation than being environmentally conscious.
Now more than ever, sustainability offers people a chance to get more from their
lives and to find new meaning and purpose. Whilst living sustainably may never be
the primary motivation for change for the majority, it can help people with their
immediate concerns by helping them to save money, giving them back control,
creating new connections and boosting their physical and emotional wellbeing.

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CLOSING THOUGHTS:
THE WAY FORWARD
The financial crisis presents the drive for sustainable living with a unique
opportunity. People are acutely aware of making decisions that are in their own,
and their families best interests. They want to be able to take tangible action to
improve their personal financial situations and their broader wellbeing.
Sustainable living can provide a catalyst for both these goals, benefiting the
individual, society and the planet more broadly.
Companies and institutions need to speak to this pragmatic mindset. They need to
encourage the behaviours that help the individual achieve these goals. Sustainability
does not always need to be the primary motivation. Indeed for some this may make
change less attractive. The trick is to find the key levers for change that drive a more
sustainable way of living .

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Copyright The Futures Company, November 2012

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