Really interesting story over at the Guardian http://www.guardian.co.uk/commentisfree/2009/sep/21/green-environment-consumers-ippr , which asks the question, is it cool to be Green. Well the answer isn't what you might think. The feature focuses on new research from the Institute for Public Policy Research (IPPR) published in its Consumer Power report, which suggests that the 10:10 campaign may actually have passed a lot of mainstream consumers by.
The reason is that - among society trendsetters at least - it is no longer cool to be green. The report highlights that the young and cool know a lot about green issues but are simply bored with hearing about them. The Guardian reports that a person in one of the research workshops told them, "It's one of those things you think about for a few minutes, get depressed, and move on to the next thing."
The report also picked up on a trend among the young many of whom voiced the feeling 'if no one else is doing anything about climate change then why should I?'
Interestingly the report concludes that consumers are more likely to use less energy and make green decisions if it can be proved that the move will save them money.
Anyhow there is a lot more on the report here http://www.guardian.co.uk/commentisfree/2009/sep/21/green-environment-consumers-ippr including what people think about green celebrities, the influence of schools and churches and more.
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