Over half of consumers say they have reduced the amount of disposable plastic they are using in the last year, according to a report which praises the ‘Attenborough effect’.
The report claims that awareness raising initiatives over the last 12 months, including ‘David Attenborough’s acclaimed TV series Blue Planet II and Our Planet, released on Netflix on April 5th’, are having a positive impact in changing people’s behaviour.
According to the study of 3,833 consumers by GlobalWebIndex into sustainable packaging in the UK and US, 42 per cent of consumers say products that use sustainable materials are important when it comes to their day-to-day purchases.
A report claims that David Attenborough’s environment documentaries are having a positive impact on the public (Picture: PA)
In the UK, 82 per cent of respondents who value sustainable packaging say it’s important to them because they’re concerned about the future of the environment.
Beyond a general concern for the environment, in the UK, motivations for buying sustainable packaging are more self-directed; focused on a personal desire to be less wasteful.
Importantly, 3 in 10 consumers do not feel they currently have enough information about what packaging can be recycled.
Notably, there is a significant difference in this perception held by women and men, 44 per cent and 29 per cent respectively.
The study also shows that as consumers get older, the gap between affordability and sustainability increases.
Plastic pollution in the ocean poses a threat to marine biodiversity (Picture: BBC Picture Archives)
For example, affordability is more important in day-to-day purchases for consumers aged 55-64 than it is for consumers aged 16-24.
There’s a 20 percentage-point difference between the age groups when it comes to affordable products.
Sustainable materials are more of a consideration for younger consumers.
Furthermore, the data also shows that Generation Z are 26 per cent more likely to be swayed by other people’s opinion compared to the average internet user.
Their increased exposure to social media and impressionability has magnified the plastics revolution.
Sustainable materials are more of a consideration for younger consumers (Picture: BBC Picture Archives)
Chase Buckle, trends manager, at GlobalWebIndex said: ‘It may come as a shock to some that the younger consumers are more considerate about sustainable materials than older generations.
‘What is important to note, is that the younger generations grew up during the height of the sustainability crisis with high-profile, environmentalist documentaries widely available on the content platforms they prefer over conventional TV.’
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The research also found that consumers are guided mostly by media sources and peer groups, though 1 in 4 internet users say brand messaging has the biggest impact in guiding their views on sustainability.
In the US and UK, 2 in 3 consumers think brands that make a public promise to be sustainable are more trustworthy.
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yes_its_him on April 13rd, 2019 at 13:05 UTC »
"Over half of consumers say they have reduced the amount of disposable plastic they are using in the last year, according to a report which praises the ‘Attenborough effect’."
That's not a 53% reduction. That could be a 1% reduction, or no reduction at all if others increase their use of said plastics.
SalokinSekwah on April 13rd, 2019 at 12:21 UTC »
Attenborough is a Humanitarian treasure, amazed yet also worried with him being 92
hedaenerys on April 13rd, 2019 at 11:25 UTC »
The “Attenborough effect” is where awareness has been raised following highly anticipated programmes like Blue Planet 2, Planet Earth 2 and finally Our Planet, the most recent one.
All documentaries somewhat explore how plastic use is damaging ecosystems and effectively killing animals if it is plastic that cannot he recycled as much of it is dumped into the ocean.
Due to the global spread of these programmes, it has meant that there is a worldwide understanding that non-recyclable plastic has an extremely negative impact, especially on marine life.
42% of 3833 people used in a study stated that they felt that sustainable materials are important when it comes to day to day purchases.
In the UK, 82% of correspondents who value sustainable packaging is because they are concerned about the future of the environment.
Edit: typo
Edit 2: obviously the metro is not the best source at all but it is one of only a few articles I could find regarding David’s work. The emphasis I would like to make is without this amazing man we would not have the awareness that we have today without his TV programmes. The study is very small in comparison to the rest of the world (only 3833 people) and is also based on them “saying” so isn’t the best source and is based in highly economically developed countries who have a greater understanding of helping the planet as opposed to less economically developed countries.
The issue mainly comes from countries with mass population issues like India and China. It is difficult to control mass population and therefore difficult to control plastic consumption, especially since there is a market for it.
Just wanted to post the article to raise an awareness for this fantastic man and all the work he has done. And hopefully raise some more awareness of plastic use in general, not just single plastic use.