The vast majority of consumers are taking steps to reduce their environmental impact, but many can struggle to take action in the areas that cause the greatest harm, a Which? study has found, reinforcing the need for consumers to be supported in making more sustainable choices.
The consumer champion surveyed more than 3,500 members of the public asking them which actions, from a list of 10, they do regularly that reduce their impact on the environment, such as limiting their use of single-use plastic. It found around nine in 10 (87%) take at least one action to explicitly minimize their environmental impact.
Which? found the most common measure consumers take is recycling, with 93 per cent of people regularly recycling household waste such as paper, glass and plastic, and four in five (80%) do it explicitly for sustainability reasons.
Around eight in 10 (81%) said they regularly use home products in energy-efficient ways, for example washing clothes on eco mode or at a lower temperature, with just over half (53%) doing this for sustainability reasons.
Three-quarters said they frequently avoid single-use plastic and non-recyclable products (76%) and switch off appliances at the wall rather than leaving them on standby (74%).
While reducing plastic waste and energy consumption will have a positive impact on the environment, the types of food consumers eat, the way they choose to get around and the types of vehicles they use cause the greatest harm to the environment. However, a lower proportion of people are taking actions that reduce their impact in these areas.
Only around two in five (42%) told Which? they regularly cut down or avoid consuming meat and dairy products, with just one in five (22%) doing this for reasons to do with sustainability. Almost half (46%) said they opt for public transport, walking or cycling, with one in five (22%) indicating they were motivated by sustainability reasons.
This suggests there are barriers preventing more people from adopting sustainable forms of transport and types of food, and perhaps more support is needed to encourage consumers to make these lifestyle changes.
Other common measures consumers take to lower their environmental impact include repairing rather than replacing items (72%) and borrowing or buying second-hand rather than buying new products (52%).
Which? also found more than half (55%) are regularly taking at least four measures to reduce their impact on the environment, while a third (32%) are doing six or more. Consumers aged under 55 more commonly report doing more to support the environment, with over a third regularly doing six or more actions to help the environment, compared to a quarter aged 55 and above.
These findings come as Which? launches a brand new podcast called “Which? Investigates” to mark World Environment Day, exploring consumer-related sustainability issues.
Hosted by science journalist & producer Greg Foot, the 8-episode first season of ‘Which? Investigates’ focuses on putting claims of sustainability under the spotlight. From plant-based food to plastic-free products and electric cars, Greg will find out what genuinely reduces our environmental footprint, and what’s simply green-washing, to give consumers the confidence to make better choices for themselves and the environment.
Sue Davies, Head of Consumer Rights and Food Policy at Which?, said: “Consumers have become increasingly aware of their carbon footprint, and while our research shows many people are doing what they can to support the environment, far fewer people are taking action in areas that cause the greatest harm to the environment.
“Which? is committed to helping consumers to adopt more sustainable behaviour and will continue to work with policymakers and businesses to ensure people get the right amount of support to make choices that are less harmful to the environment.”
