The latest research on sustainability from RED C shows that 1 in 2 people in the UK would like to live more sustainably but cannot financially afford to make the changes to do so.

Positively, however, rising fuel prices are causing 18–24-year-olds to look for more sustainable options. This represents a wider age dichotomy in the UK towards sustainability, with Gen Z actively being more climate conscious than those 55+.

Likewise, attitudes towards where future energy investment in the UK should be directed are also polarized on both age and gender terms.

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RED C Sustainability March 2022