'There is no trade-off between economic growth and responding to climate change. Either we do something about it, or all our growth will go to waste when climate change begins to wreak havoc with markets, international relations and the world in general...'
Matt Bardley, 18, Cardiff University

Materialism on the way out?

The most materially affluent generation that has ever lived seems to be growing more aware of the environmental cost. As well as 86% supporting the idea that material consumption must reduce, more than two-thirds claim they would be happy without a car if public transport were good enough.

The most popular environmentally friendly actions that respondents have either taken, or are planning to take, are walking and cycling instead of driving (65% have and 14% plan to) and buying local food, which 51% have already done.

Money can’t buy everything

More than half of respondents think that economic growth should not be the government’s top priority, perhaps suggesting that Cameron’s interest in measures of progress other than gross domestic product is getting through.

Although they may not have joined environmental charities or attended demonstrations, nearly a third of respondents think of themselves as environmentalists. A similar proportion are ready to factor in the environment when they decide how many children to have – and an even higher proportion hold this view among non-UK
respondents, particularly in Africa and the Far East.

To fly or not to fly?

Respondents mirror the paradox in society as a whole, where both flying and feeling guilty about it are on the rise. We asked about taxing air travel. A quarter of respondents say they’d benefit personally and 40% think society would benefit as a whole. But they don’t think this will diminish the availability of flying, which will still be accessible by most in 2032.

It also doesn’t seem to dim travel ambitions, with 82% wanting to visit exotic places before they disappear. However there is no ‘slow travel’ boom on the horizon – only 16% expect to avoid taking a flight for environmental reasons in the next ten years, though that’s a significant increase on last year, when only 10% had similar plans.