Eden McCallum UK Consumer Survey
Transcript of 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%
2 Eden McCallum – UK Consumer Research Survey October 2021
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
3 Eden McCallum – UK Consumer Research Survey October 2021
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
4 Eden McCallum – UK Consumer Research Survey October 2021
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)
5 Eden McCallum – UK Consumer Research Survey October 2021
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
6 Eden McCallum – UK Consumer Research Survey October 2021
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
‘Always’ = 4, ‘Often’ = 3, ‘Sometimes’ = 2, ‘Rarely’ = 1, ‘Not at all’ = 0
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
7 Eden McCallum – UK Consumer Research Survey October 2021
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?
8 Eden McCallum – UK Consumer Research Survey October 2021
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
‘Always’ = 4, ‘Often’ = 3, ‘Sometimes’ = 2, ‘Rarely’ = 1, ‘Not at all’ = 0
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%
9 Eden McCallum – UK Consumer Research Survey October 2021
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
‘Always’ = 4, ‘Often’ = 3, ‘Sometimes’ = 2, ‘Rarely’ = 1, ‘Not at all’ = 0
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
10 Eden McCallum – UK Consumer Research Survey October 2021
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...
11 Eden McCallum – UK Consumer Research Survey October 2021
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?
SQ15: To what extent are
you doing each of the
following when shopping?
SQ12: To what extent are
you doing each of the
following at home?
SQ13: Do you use / have
any of the following at
home?
SQ16: To what extent are
you doing each of the
following for your eating
habits / diet?
INDICATIVE
12 Eden McCallum – UK Consumer Research Survey October 2021
Sample demographics
Contents
13 Eden McCallum – UK Consumer Research Survey October 2021
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?