LONDON, November 7 /PRNewswire/ -- David Cameron is passionate about it, even Paris Hilton has acknowledgedit but Jeremy Clarkson thinks its rubbish! Concern for the environment is oneof the most important issues affecting all our lives.
A new independent survey, carried out on behalf of Nouvelle, the UK'snumber one recycled toilet tissue brand proves that the UK population hasturned rapidly 'green' over the past ten years. With politicians likeCameron, speaking out on the importance of saving the environment its notsurprising that an overwhelming 73% of us claim to be passionate or concernedabout environmental issues (45% ten years ago).
The anti-eco are ds', championed by Jeremy Clarkson, have become a dyingbreed, now represented by only 5% of the population (29% ten years ago).
Christine Clarke, Marketing Director for Nouvelle said: "Today'scelebrity-driven culture is a driving force behind the change in attitudes.Focus groups have shown us that role model celebrities such as Bono, whorecently created an ethical fashion brand Edun and Jamie Oliver, who hasapplied to install wind turbines at his Fifteen restaurant are key inchanging consumer behaviour. Our research has helped us to understand themarketplace better and establish how important the environment is to the UKpopulation."
The survey, conducted by ICM Omnibus for Nouvelle asked consumers to ratethemselves according to their concern for the environment, now and ten yearsago. Using a simple traffic light system, the respondents judged their ownlevel of eco-friendliness. Nearly three quarters of the population (73%)rated themselves as 'light or dark green' (55% and 18% respectively), 21% as'amber' and 5% as are d'.
When Nouvelle asked how consumers felt about the environment now comparedto how they felt they did ten years ago, the picture was very different, withonly 12% of respondents describing themselves as dark green, 33% as lightgreen, 25% as amber and a staggering 28% as are d'.
'Dark Greens' are passionate about environmental issues, changing theirlifestyles to help the environment. Sting continues to fight for rainforestpreservation and Michael Stipe, lead singer of REM champions' environmentalconcerns.
'Light Greens' are concerned about environmental issues. If it is not toodifficult they will be environmentally responsible. Most celebrities fit thiscategory, from Donna Air who fronts a range of organic foods to Davina McCalland her work for WWF.
'Ambers' are aware of environmental issues, but are not yet modifyingtheir behaviour to actively prevent climate change. Paris Hilton is close tosigning a deal with an eco-friendly accessories company, but the amount ofair travel she indulges in would certainly not categorise her as aneco-warrior.
'Reds' do not heed warnings about the environment and climate change.Jeremy Clarkson champions the cause of the are ds' who drive gas-guzzlingvehicles and insist (1) there is no such thing as global warming. Clarkson,vowed to keep his patio heater lit 24 hours a day, just to annoy Greenpeace.
Celebrities are very influential and have certainly encouraged consumersto recycle more. However, collecting waste and placing it in recycling binsis only half of the process. Buying recycled products, such as 100% recycledtoilet tissue Nouvelle is a key part of the process. If there is no demandfor recycled products then the are cycling loop' won't be closed. This couldresult in the material collected by consumers ending up in landfill sites,instead of being turned into usable goods.
To get to the next level we need to raise awareness of the importance ofclosing the recycling loop and it's crucial that celebrities set an exampleby also buying back the items they have helped to recycle.
Christine Clarke concludes: "We were surprised by the rate of changeamongst consumers. It has accelerated since the environment has been taken upas a "fashionable" cause. Influential personalities such as Davina McCall areputting environmental issues on the map and making them part of everydaylife."
Visit www.nouvelle-environmentmatters.co.uk
Notes to Editors:
The research was conducted by ICM amongst 1000 UK residents.
References
1 - Taken from an article appearing in The Independent in May 2006
Nouvelle
For more information: Greg Felgate/Kathryn Scarr, greg.felgate@finncomms.com, +44-1423-534-660
