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Populus research finds appetite for cleaner, greener homes


Populus research published in a new report by the WWF finds that there is an appetite among the UK public for greener homes, particularly when it offers energy savings. However, the report warns that it could take a century to make the UK’s homes entirely eco-friendly.

The report follows the announcements of the planned publication of the government’s Clean Growth Plan. The Plan, promised in late 2016, is set to be the blueprint for the UK’s decarbonisation policies throughout the early 2020’s and early 2030’s, and dictates the standard for power, transport and building industries when creating new homes.

Under current policies, the UK is on track to entirely miss its legally binding emission reduction targets – set out by The Climate Change Act – for the mid 2020’s onwards. The Plan will set out how the UK will go about meeting its emission reduction targets.

The public is ready for cleaner, greener homes

Research conducted by Populus shows that 86% of people believe that saving energy in the home is important, with 69% likely to check energy costs before buying or renting a home. It also reveals that 72% of people would insulate their homes if there was a government subsidy available.

It suggest that people are open to It’s not the only piece of research that has hinted at a public more open to environmentally friendly policies. Previous Populus research has already shown that there’s an appetite for a ‘green Brexit’ among Conservative voters.

The government’s Clean Growth Plan published later this month will outline how it aims to reduce UK emissions. The research points to a public ready to adopt eco-friendlier lifestyles. But only time can tell how the government will facilitate the move to the cleaner, greener future that evidence suggests would have public backing.


Populus interviewed a nationally representative sample of 2,077 UK adults aged 18+ between 16 and 17 August 2017. Data were weighted in order to be demographically representative of adults in the UK. Populus is a founder member of the British Polling Council and abides by its rules. Further information at www.populus.co.uk

You can view the Full Data Tables here.

Populus’s Business & Consumer Insight team unlocks the Critical Knowledge needed to understand the world around us, including environmental issues. Find out more by emailing info@populus.co.uk or calling +44 [0]20 7253 9900.

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