Nearly half of Brits (49%) claim they have less disposable income than they did a year ago – with four in ten saying this is holding them back from making sustainable lifestyle changes, research has found.
Installing solar panels (33%) and buying an electric vehicle (28%) topped the list of what Brits would do if they had enough money to spare.
But one in five are struggling with just £100 left in the bank each month after all their bills and other outgoings – falling well short of the £389 they feel they would need to make all the eco-friendly changes they want.
Over four in ten are living below “the green line”, with the typical Brit left with £367 to spare after their monthly outgoings, while 13% have a balance of under £200.
And other environmentally friendly changes they dream of making include installing smart technology in their homes, donating to charities, and buying from a sustainable clothing brand.
(Image: Mischa Keijser/Getty Images)
But with almost half (44%) finding it harder to afford what they want, 35% are choosing to put their spare cash into savings, while 14% use it to fund a holiday.
Just one in ten, of the 2,000 adults polled, are prioritising sustainability when it comes to their disposable income.
It also emerged cost is now the top priority for purchasing (65%), while opting for green providers (15%) or products (24%) is now less of a must in the current cost-of-living climate.
However, many acknowledge there are some areas where they can still make a difference – such as using a reusable coffee cup to save money on out-of-home drinks purchases, buying fewer takeaways, and being more economical with use of certain products.
Hygiene and health company, Essity, has mapped the sustainable efforts of the nation over the past 12 months, and charted the struggles here.
A spokesman said: “The cost-of-living crisis continues to bite, and as well as having an impact on our everyday spending, it is also affecting our behaviours towards sustainable living.
“Studies over the last three years show a consistent willingness for British people to be more sustainable – but they feel they are constantly being pushed in the opposite direction, due to a reducing disposable income and a perceived lack of more sustainable options.”
(Image: Oscar Wong/Getty Images)
The study also found that over the last 12 months, the economic crisis has affected people’s ability to afford household bills the most (37%), followed by the purchase of food and drinks (15%).
More than half would like to be more environmentally friendly – but don’t feel in a position to make that happen.
To aid change, many would like the emphasis on being green to be taken off their shoulders – with 35% wanting to see less packaging on products in shops, and 32% welcoming better recycling facilities.
Cheaper or more public transport would be a positive introduction for 30% of those polled, via OnePoll – while 28% would like solar panels to be put on buildings, and 27% want to see a ban on single-use plastics.
More sustainable restaurants, schools, and workplaces are considered a must by many, as are the implementation of wind farms and green spaces.
A fifth want the government to take charge and incentivise businesses to be greener, and for there to be more investment or research into eco-friendly power alternatives.
The spokesman for Essity added: “The results of the study tell us that the current economic climate feels like a stranglehold for people wanting to live a greener lifestyle.
“But there are many actions we can take that not only have a positive sustainability impact, but will also benefit our pockets too. We all need to think about how we can reduce, reuse, and recycle.”
TOP ECO-FRIENDLY CHANGES BRITS CAN’T AFFORD:
- An electric vehicle
- Solar panels
- Smart technology
- To upgrade the boiler
- Providing transportation for others
- Buying from a sustainable clothing brand
- Insulating the house
- Contributing to charities
- Eco-friendly goods for the home
- Sustainably-produced food and drink
- Helping the homeless
- Sustainable products
- Locally-produced food
- Volunteering within the community or in schools
- Using a green energy supplier
TOP ECO-FRIENDLY CHANGES BRITS ARE TRYING TO ADOPT:
- Using less energy in the home, such as washing on cool cycles and turning lights off
- Planning meals to cut food waste
- Eating out less
- Buying fewer takeaways
- Buying loose fruit and veg
- Using a water bottle to refill from home
- Being more economical with household products
- Holidaying in the UK
- Switching from single-use items to reusable
- Showering less
- Buying second-hand
- Taking fewer holidays
- Using a water butt in the garden
- Charity shopping
- Using a reusable coffee cup