What’s stopping UK homes from going green?

Are you a true eco-warrior? AXA reveals what’s stopping UK homes from going green

A third of the nation believes their homes are significantly contributing to the UK’s carbon footprint, according to research* by AXA.

22 October 2018

Posted in Product

18-24 year olds are almost two thirds more likely to ignore advice on how to make homes eco-friendly compared to over 55's.
People who live alone, as well as those who are self-employed, are also more likely to listen to eco-friendly advice.
Birmingham, Cardiff and Chelmsford are leading the way in eco-friendly practices.

Out of the 3,000 people surveyed, just 2% said they don't think homes contribute to our carbon footprint, while 13% said the amount is negligible.

Over the years, both the government and environmental groups have promoted eco-friendly ideas such as washing clothes at 30 degrees and making the switch to energy saving light bulbs. However, AXA's research has shown that factors such as age, location, work situation and the number of people living with you can play a huge part in how eco-friendly you are.

Younger doesn't mean greener

Despite millennials' reputation for being eco-conscious, it's the older generations that are more eco-savvy. In fact, 18-24 year olds are two thirds more likely to ignore advice on how to make homes eco-friendly compared to over 55’s.

What's more, 18-24 year olds are 15% less likely to worry about how much power they are using at home compared to those over 55. Only 32% of 18-24 year olds are aware of the recycling rules in their area compared to 68% of over 55's.

Location, location, location: the UK's greenest cities

Where you live can also play a part in how eco-friendly you are. For example, residents in Birmingham (84%), Newcastle (82%) and Norwich (82%) are the most likely to wash their clothes at 30 degrees, while those in Portsmouth (72%), Liverpool (71%) and Brighton & Hove (68%) are the least likely.

Residents of Chelmsford and Cardiff are particularly eco-friendly, with Chelmsford residents the most likely to turn the heating down (96%), hang-dry clothes (95%) and turn off the lights when they leave a room (95%). Meanwhile, those living in Cardiff are most likely to use their food waste bins (84%), walk short journeys instead of using their cars (85%) and avoid using non-recyclable materials (79%).

Entrepreneurs are eco-savvier

AXA's research also shows the self-employed are advocates for putting measures in place to protect the environment. For example, 47% of self-employed people think turn the heating down when it's not needed is important, compared to just 30% of people who work full time.

The self-employed are also more likely to see the benefits of walking or using public transport than their full-time counterparts. Forty-two per cent said that walking a short distance instead of using a car is a good way to save the environment, compared to just 29% of those who work full time and 31% of people who work part time (8-29 hours per week).

Smaller households are greener households

Finally, the size of your household may affect how eco-friendly you are. For example, those living with four people are twice as likely to be confused by advice on how to be more eco-friendly in the home than those that live alone.

Homes with four people living in them are also a quarter more likely to say they find waste disposal rules (e.g. how to dispose of recycling, food waste, general waste, refuse centres etc.) confusing compared to those living alone. What's more, those living alone are 20% more likely to install eco-friendly materials in their homes if they were made more affordable compared to those living with four people.

“Despite the considerable amount of information publically available on how to be environmentally friendly at home, some people are still more willing - or able - than others to put these measures in place. Factors such as location, age, working situation or household size can hamper even the best intentions, and we need to understand this so we can become more eco-friendly.

“Hopefully, this research will make people realise that even small things, such as turning the heating down or installing insulation into their homes, can make a huge difference.”

Gareth Howell, Executive Managing Director, AXA Insurance

Cities most likely to…
Wash clothes at 30 degrees	Birmingham	84%
Wash clothes at 20 degrees	Birmingham	43%
Try not to use too much water when washing	Cardiff	86%
Recycle everything possible	Chelmsford	99%
Use a food waste bin	Cardiff	84%
Install insulation throughout the home	Oxford	79%
Turn the heating down or off when it's not needed	Chelmsford	96%
Unplug electronic devices when not in use	Leeds	85%
Turn off lights when not I the room	Chelmsford	95%
Avoid using non-recyclable packaging and containers	Cardiff	79%
Avoid using the dishwasher	Edinburgh	61%
Upcycle or buy second hand furniture and items	Birmingham	65%
Hang-dry clothes	Chelmsford	95%
Use energy saving light bulbs	Cardiff	97%
Look after local wildlife in gardens	Norwich	79%
Walk instead of use a car if it's a short distance	Cardiff	85%
Use public transport or car share if available	Edinburgh	73%

^* Figures obtained from research commissioned by AXA of 3000 UK adults as even as possible distribution by nearest city. The research was carried out by OnePoll between February and March 2018.

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About AXA UK

AXA Insurance UK plc registered in England and Wales under registered number 078950 and authorised by the Prudential Regulation Authority and regulated by the Prudential Regulation Authority and the Financial Conduct Authority under Financial Conduct Authority registration number 202312. Registered office is 20 Gracechurch Street, London, EC3V 0BG.

AXA UK is part of the AXA Group, a worldwide leader in insurance and asset management, with 147,000 employees serving 94 million clients in 50 countries. In 2023, IFRS revenues amounted to Euro 102.7 billion and underlying earnings to Euro 7.6 billion. AXA had Euro 844 billion in assets under management as of December 31, 2023.

In the UK & Ireland, AXA operates through a number of business units including: AXA Insurance, AXA Health and AXA Ireland. AXA UK & Ireland employs around 10,000 staff.

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