‘Shopping Generation’ don’t believe UK will Become Green

Researchers at the University of Surrey have conducted research into the ideas of the public with regards to the sustainability of the country. The researchers interviewed more than 300 members of the ‘shopping generation’ resulting in the discovery that there is now a generation with much lower aspirations than previously thought.

The study defined their target group as current and recent higher education students from professional family backgrounds who grew up during the credit booms of the 80’s and 90’s. It is thought the reason so many dream of a greener life but don’t see it as likely is because of social isolation and long hours of work or study which puts them under significant stress and struggle. Life is now so stressful that many people are putting their material security before bigger issues such as global warming.

The research was carried out as part of the Global Survey on Sustainable Lifestyles and revealed that people in the UK want a greener future but do not believe it will happen. The project is a joint venture between the United Nations Environment Programme and the Task Force on Sustainable Lifestyles.