Six in ten Brits (60%) believe that climate change is the biggest threat to civilisation but only 21% are willing to invest more in products that favour sustainability, according to a new survey.
The YouGov survey, reporting on British attitudes towards sustainability in 2024, reveals a complex picture as it highlights both Britain’s growing commitment to eco-friendly practices and significant challenges that consumers feel need to be addressed.
The findings come as World Environment Day approaches on 5 June. They found that 60% of Britons agree that climate change is the biggest threat to civilisation, rising to 70% of Gen Z.
It also found that 21% of Brits are willing to invest more in sustainable products, while 17% of those surveyed value sustainability but remain heavily influenced by product pricing.
Approximately 76% of consumers surveyed still perceive eco-friendly products as more expensive.
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Around a fifth (22%) of Britons are ‘green when keen’ – described as those supporting sustainability when convenient or when it aligns with their lifestyle- while 28% of Britons are unconcerned about sustainability initiatives.
A further finding was that 42% of British consumers only somewhat trust sustainability logos while 64% of British consumers are willing to pay up to 10% more for sustainable packaged foods and drinks.
YouGov found that nearly six in ten (58%) of Britons plan to minimise their household’s food waste while the survey found that Tesla was a brand seen as a top sustainable car maker.
Another recent YouGov poll found that nearly six in ten (58%) consumers believe clothing manufacturers are mainly responsible for the textile industry’s environmental and social impacts.
