'Designer' Declines As The Climate Conscious Buyer Emerges
A study conducted by the Energy Saving Trust reveals that consumer concerns over climate change are changing our buying patterns as designer labels slip down the 'must-buy' list. Over half (53%) of more than 1,000 consumers surveyed were willing to pay more for products that benefit the environment, compared to just 17% who are willing to pay more for designer or fashion labels.
The trend of climate conscious buying means a products energy efficiency credentials currently top the list of consumer priorities. The research reveals that energy saving recommended is the label that consumers are most willing to pay more for (53%), over Fairtrade (42%), organic (33%) and recycled labels (27%)
81% of consumers surveyed say they try to save energy on a day-to-day basis with just 32% purchasing Fairtrade and 31% purchasing organic. 35% travel by public transport instead of using the car. The 'climate chic' phenomenon has arrived.
The study was undertaken to coincide with the launch of the Energy Saving Trust's 'The Rise of the Machines' report. The report shows that unless rising energy demand is managed through extended product labelling (such as the energy saving recommended logo), the energy used in consumer electronics is set to double by 2010. Among the findings, the report reveals that: -
- Set-top boxes alone could be costing UK households £780 million a year in energy by 2010
- Mobile phone chargers left plugged in waste enough energy to power the electricity needs of 66,000 homes annually.
According to the study, consumers echo the recommendations within the report. Over half (59%) of consumers believe PCs should be A rated (A being the highest energy efficiency rating), 48% would like to see mobile phones and chargers carrying an energy efficiency label, while a further third (34%) are in favour of ratings for iPods or MP3 players.
Key findings of the study include:
- Two thirds (64%) believe that energy saving products are likely to be seen as even more significant than fair trade and organic products in the future, as people increasingly realise the impact of their energy use on climate change
- Three quarters (76%) of respondents believe the influence of independent 'green' labels such as the 'energy saving recommended' logo has grown exponentially over the past five years, while two thirds (64%) predict that the way they buy is set to change dramatically as climate change concerns grow
- 82% of consumers believe that having the choice to buy energy saving recommended products is as important as having the option to buy fair trade, organic or recycled products
Chief Executive of the Energy Saving Trust, Philip Sellwood, commented, "Extending the success of the energy saving recommended label to the consumer electronics market could reap huge savings and help towards the goal of saving 20% of the energy we use by 2010. With 90% of all washing machine sales now A rated, the consumer appetite to make the greener choice is evident."
Designer Oliver Heath commented: "Shopping ethically should not equate to taking a step down in terms of quality or style. It is clear that the traditional 'designer label' desires of the past are now taking a back seat in favour of ethical labels. Products that are 'well designed' should always be ethical in the way they are made, used and recycled."
The energy saving recommended label is currently used on over 1,700 products across more than 106 manufacturers and 36 retailers. The label identifies the most energy efficient appliances, heating, insulation, glazing and lighting products, and the Energy Saving Trust is currently expanding its scope to include consumer electronics.
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