Going green makes us happy

It used to be all about eco-activism and saving the planet, but now going green seems to be going mainstream as being responsible, feeling happy and cutting household bills are identified as the top key drivers for adopting environmentally efficient ways of living.

More than two thirds (67 per cent) of Brits claim they’re doing everything they can to be energy conscious, and a further third reveal they feel motivated by the need to take care of the planet.

Surprisingly, another quarter of those quizzed for the Pilkington Building Products survey admit they’ve adopted green measures purely because it makes them feel happy.

Young people seem most motivated by this feel-good factor, with more 16 – 24-year-olds giving it as their reason for change (32 per cent) than any other age group.

And it seems we are keen to share this satisfaction, with more than half of us (51 per cent) encouraging others to be energy conscious, with women slightly more inclined than  men (55 per cent versus 50 per cent) to inspire those around them.

More prosaic reasons, like saving cash, play their part too as a third of those who took part in the survey say bills have been reduced because of the measures they’ve adopted.

Those aged 55 and above are most likely to feel the difference directly with 38 per cent reporting seeing bills go down, and Leeds is named as most thrifty city with 44 per cent reporting savings.

Loft insulation (35 per cent) was seen as the most worthwhile measure, followed by installing energy-efficient windows (15 per cent).

However there is still some way to go as almost half of us admit we could still be doing more to improve our eco-habits (51 per cent of women and 46 per cent of men) and another eighth admitted not caring about green living at all – with men significantly less interested than women (17 compared to 10 per cent).

Middle aged consumers, those in the 45 – 54 age group – are most conscious of needing to do more – with 52 per cent confessing they plan to step up their efforts in future.

And it isn’t just homeowners who are going green as employers and employees are upping the ante too.

Almost one in five (17 per cent) of Brits say they think their work place is energy-efficient but more than a quarter want to see more measures taken (26 per cent) and another 14 per cent revealing they’re actively working to make it greener.

Those aged 25 -34 are most likely to be trying to improve things, with 20 per cent raising eco issues with bosses.

Sheffield was named as home to the greenest workplaces, followed by Brighton – represented by the UK’s only Green Party MP.

Marketing Communcations Manager at Pilkington Building Products, Julia Berkin explains, “Britons are becoming more aware of the need to be energy-efficient and as our awareness grows; our reasons for change are becoming many and varied.

“There are so many reasons to embrace energy-efficient measures, not least because of the great cost savings they can bring.

“In addition, there is the obvious benefit, not just to the environment but to the householder. We all know how good it feels to do the right thing – whether at home or at work – and others will always be inspired by seeing their successes.

“This survey highlights just how far the UK has come in terms of its willingness to adopt eco measures – and how far people would like to go in the future.”

For more information on how to improve the energy efficiency of your home, visit pilkington.co.uk/energikare.