Greater than half of us have ‘inexperienced guilt’ and really feel we may do extra for surroundings


Greater than half of Brits say that they may very well be doing extra to cut back their environmental footprint at house, in keeping with new analysis by BRITA.

Though 74% of Brits care in regards to the planet and are motivated to make environmentally pleasant selections, over one in 4 (28%) Brits expertise ‘inexperienced guilt’ on account of their non-sustainable way of life habits, and of these, three in ten (31%) really feel this not less than as soon as per week.

Extreme single-use plastic (53%), together with shopping for plastic bottled water and meals packaged in plastic, was named as nation’s largest inexperienced guilt, – the sensation skilled after we may and must be doing extra to assist protect the surroundings. While meals and water waste (39%), forgetting a reusable procuring bag (37%) and never recycling correctly (33%) additionally featured inside the high ten triggers of inexperienced guilt.

Sir David Attenborough was cited within the analysis as Brits’ largest inspiration to make extra eco-friendly life selections (27%), nonetheless watching TV programmes in regards to the surroundings and sustainability, akin to David Attenborough’s ‘A Life on our Planet’, was additionally named as one of many largest triggers for emotions of inexperienced guilt (35%).

When requested who they’d they confess their sustainability guilts to, over half of Brits (54%) mentioned that they hold their transgressions to themselves. Of those that conceal their way of life selections, one in three (34%) achieve this for concern of being judged. The analysis additionally revealed that one third of millennials felt that they had been judged by others – the best of any generational group.

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The examine was specifically commissioned as BRITA ambassador, Joanna Lumley, requires Brits to take motion by making small family adjustments to be ok with their inexperienced wins. Joanna’s name follows a go to to a waste recycling centre, captured by photographer Mary McCartney, which spotlight the rising difficulty surrounding family plastic waste.

Rebecca Widdowson, Advertising and marketing Director for BRITA UK mentioned: “With the continued give attention to the plastic air pollution disaster, it’s clear that households are making an energetic effort to cut back their plastic footprint – 53% are recycling, 43% are lowering their single-use plastic consumption, and 42% have turned to reusable water bottles, to be able to dwell extra sustainably.

“Nevertheless, there’s nonetheless a method to go along with 22% claiming to not know which merchandise are higher for the surroundings. Our analysis has shone a light-weight on areas the place we are able to all do higher and the way BRITA can help with lowering family single use plastic by opting to make use of filtered water inside the house and re-usable filter water bottles outdoors of the house.”

While COVID-19 has exacerbated the problem of inexperienced guilt, with 1 / 4 (26%) claiming the elevated use of disposable masks, sanitiser and PPE was trigger for not having the ability to do extra to cut back family waste, one in 4 (24%) say they’ve made an effort to be extra environmentally pleasant for the reason that onset of the pandemic.

The analysis identifies lowering meals waste (32%), shopping for merchandise with much less or no plastic packaging (24%) and making meals from scratch (20%) as the most well-liked on a regular basis sustainability developments to have emerged from lockdown.

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In the meantime, one in seven (15%) have began upcycling – discovering new makes use of for gadgets, akin to turning outdated jars into glasses – 13% have began rising their very own fruit and veg, and one in eight (12%) have turned to composting.

Outdoors of the pandemic, environmental issues are additionally impacting shopper spending behaviour – whereas two-thirds (65%) say they wish to be extra sustainable to be able to assist the planet, 34% are pushed by a need to make value financial savings.

Three-quarters (77%) of Brits say inexperienced guilt impacts their procuring selections, with one in 5 (21%) saying they actively store for gadgets with greener credentials.

Over 4 in ten (42%) additionally admit to ditching plastic bottles in favour of a reusable water bottle in a bid to be extra sustainable.

In the meantime, slightly below 4 in ten (39%) have made an effort to cease shopping for quick style to be able to scale back their environmental impression, while one in 4 (25%) are rethinking journey and occurring fewer holidays by airplane.

One in 5 (21%) additionally admit that they really feel responsible about consuming meat as a result of environmental impression, with one in eight (13%) now consuming a vegetarian eating regimen to be able to fight emotions of guilt, while one other eight% have adopted a completely vegan, plant-based eating regimen.

BRITA ambassador, Joanna Lumley, mentioned: “There isn’t any cause for anyone to be hiding their inexperienced guilt. Even the smallest family adjustments can have the most important impression. From making and mending garments, to swapping bottled water to a BRITA filter to get nice tasting filtered water from the faucet, I wish to urge everybody to learn the BRITA 10 Steps to Greening Good Information and do their bit to make a small change which can make a giant distinction – you’ll really feel nice for it!”

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To comply with recommendation from sustainability agony aunt, Joanna Lumley, and skim the BRITA 10 Steps to Greening Good Information, go to


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