Britain most environmentally cynical nation

Brands must target consumers with specific eco-messages to bring about behavioural change, according to a survey by GfK.

Green Behaviour

GfK’s Green Gauge Global study reveals that Britain is one of the most environmentally cynical nations and one-in-five people believe climate change is not a serious issue.

Three quarters of British consumers never look into companies’ environmental policies, despite the efforts made by companies such as Procter & Gamble to push their sustainability agenda, according to research.

The research implies that companies broad reaching efforts to become sustainable businesses doesn’t resonate and consumer attitudes are lagging behind companies such as P&G and Marks & Spencer that have put the environment at the core of their business strategy.

The survey revealed better attitudes towards recycling and conserving energy in the home.

Joe Staton, director of global consumer trends at GfK Roper Consulting says: “We have to realise that Britain’s green attitudes will not be transformed overnight – this will be a gradual change, not a sea change.”

“Businesses, individuals and the government must work harder to engage people in conversations that speak to them on a personal level. Trying to connect with them as a single mass by sticking a green label on a product  will not work. Approaching specific audiences in this way can pay rich dividends.”

GfK Roper Consulting surveyed the environmental habits of 36,000 consumers in 25 countries.


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