Celebs behind green changes, says study

The UK’s celebrities are one of the major reasons behind a public shift towards environmentally-friendly behaviour in Britain, a newly published study has claimed. The report, commissioned on behalf of recycled toilet tissue producer Nouvelle, found that increasing public awareness on green topics coincides with a growing number of celebrities backing eco-friendly ventures.

The study, conducted by ICM Omnibus, asked respondents to rate themselves on their green consumer activities and compare it to ten years ago. Of those polled, 73% claimed to be ‘passionate or concerned’ about the environment, compared to 45% a decade ago. Just 5% said that they were unconcerned about green issues – a stance backed by celebrity Jeremy Clarkson, according to the study.

Celebrities such as Sting, Bono and Davina McCall were cited in the report as pro-environment role models.

“Today’s celebrity-driven culture is a driving force behind the change in attitudes,” said Christine Clarke, Marketing Director for Nouvelle. “Focus groups have shown us that role model celebrities such as Bono and Jamie Oliver are key in changing consumer behaviour.”

“We are surprised by the rate of change amongst consumers,” added Christine Clarke. “It has accelerated since the environment has been taken up as a ‘fashionable’ cause. Influential personalities such as Davina McCall are putting environmental issues on the map and making them part of everyday life.”