How much do consumers really want to change?

In December 2006, DEFRA released their first scoping report with a new approach to measuring and encouraging more pro-environmental behaviour. Then, in January this year, DEFRA released their Framework for Pro-environmental Behaviours, which pulls together evidence on public understanding, attitudes and behaviours and identifies behaviour goals, drawing conclusions on the potential for change across a range of behaviour groups. 

We now know that on the whole, we are becoming more environmentally and ethically ‘conscious’ about what we consume.  Household expenditure on ethical goods/services has almost doubled in past five years, with an 81% increase in the amount spent on goods ‘in line with ethical values’.

But while many consumers are becoming used to making the smaller changes – recycling their waste, using energy saving light bulbs, switching to more efficient appliances – there are still very few people prepared to make those bigger lifestyle changes.  On average in the UK, only £6 per household is spent on renewable energy.  And of even the most pro-environmental (DEFRA’s Positive Greens), only 6% have actually bought electricity on a green tariff.

Positive Greens illistrate a core issue – those who are conscious about their behaviour and feel guilty about ‘bad’ environmental behaviour but have yet to make the integral lifestyle changes that will really have an impact.  According to DEFRA’s survey of seven population groups, these people are the most likely to have reduced their air travel (and to intend to keep that up) – yet this still only represents a minority of the group - 38%. 

Positive Greens represent 18% of the UK population, the same number as the least engaged group – the Honestly Disengaged.  Of this group, 43% don’t believe their behaviour and lifestyle contribute to climate change (against a population average of 28%), whilst 38% say that people should be able to use their car, regardless of environmental impact; and 45% admit  they don’t want to reduce the amount they fly.

So what is the solution?  Surely there’s no magic bullet to get us all the change our ways, but what is most likely to make a difference? Social pressure? Local campaigning? Government policy?

With real barriers in place through cuts in grants (such as those for micro-generation) and funding, what needs to chnage to allow consumers and businesses to adapt more radical behaviour chnage and really make a difference?  Join the debate