A recent report by market researchers Mintel suggests that “Green fatigue hits campaign to reduce carbon footprint”, as reported by The Independent.
Evidence they cite is that “4 in 10 Britons… take no action at all to reduce their household carbon dioxide emissions” and people are twice as likely to be “bored” of talk of climate change as they were in 2005. Interestingly one in four men said they think there is too much concern over the environment, compared with one in six women.
Recession & Pressure
Overall it is felt that the recession has impacted on people’s enthusiasm to combat climate change. This is understandable in some ways as people are very focused on where the next pay cheque is coming from. However it is also a shame that people do not commit themselves to environmental good practice when most changes help individuals to save money.
For example the Mintel report, found that people were less willing to spend money on energy efficient appliances than 5 years ago. Whilst it might save the purchaser money in the short term, over the life of the appliance it is likely that money would be saved. In addition to the recession, the article suggested that there has been a reaction to “extreme environmentalist pressure”.
Opportunity
There are bright spots though and the Independent article highlights that household recycling rates had increased from 14 per cent to 37 per cent from 2001 to 2009.
Whilst driven largely by local government initiatives, this demonstrates that when a focus is put on something, change can happen and become embedded. The increase in recycling emphasizes two opportunities for employers:
- Employees generally have a desire to be environmentally friendly, and if given the right guidance by their employer, people will take steps.
- Staff appreciate the green guidance given at work, as they often take these good behaviours home.
So for employers this swing away from eco-action by their employees gives a chance to reinforce the message of good resource efficient practice. If this results in behaviour change at work, then money will be saved, if it is at home then staff will feel increased loyalty to their employer: a true win-win!
There is no related post.
