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Eco gender gap


While consumers are increasingly interested in topics like ethics and sustainability, it seems that Britain’s men are lagging behind women when it comes to maintaining good environmental habits.

At a national level, 65% of Brits say they are trying to live more ethically than a year ago. But while a conscientious 71% of women are increasing their commitment to ethical living, just 59% of men say they’ve been living more ethically over the past year.

The importance of being “in it together” is echoed by the fact that an impressive 61% of Brits say they are trying to encourage their family/friends to be more ethical. But once again, men (56%) are less inclined than women (65%) to encourage their friends to adopt an ethical lifestyle.

Mintel research also shows that men are markedly less conscientious than their female counterparts when it comes to maintaining environmentally-friendly habits. Indeed, while overall recycling is the nation’s number one ethical habit (72% of Brits indicate that they recycle all the time), men (67%) are considerably less likely than women (77%) to be committed to regular recycling. And although the battle of the thermostat is rife in Britain’s households, Mintel reveals that women (64%) are more likely than men (58%) to regularly turn down/off the heating when they are not at home.

Other areas of significant male/female ethical contrasts include water conservation, as 30% of men always try to use less water versus 38% of women and food waste, as 27% of men frequently compost food waste compared to 33% of women.