‘Attenborough Effect’ Led To 53% Decrease In Single Use Plastic Consumption

Stuart Pritchard April 18, 2019

The ‘Attenborough effect’ is reducing single plastic use

According to a new report, the ‘Attenborough effect’ is responsible for people reducing their single-use plastic consumption by 53%.

Over the last 12 months alone, David Attenborough’s documentaries have had a considerable impact on the public and their buying habits, with the majority of people now being much more considerate when buying single-use plastics or anything with plastic packaging.

According to a study by GlobalWebIndex, around 82% of people surveyed in the UK say sustainable packaging is important to them as they’re concerned for the future of the environment.

The study, of over 3800 people looked into sustainable packaging in the UK and the US, with 42% of people from both countries saying products which use sustainable materials are important when it comes to day-to-day purchases.

The study also showed, as people get older, affordability becomes more important in day-to-day purchases, which can have an impact on consumer choices. For example, for those aged between 55 and 64, affordability is more important than sustainability. However, this is not the case for those aged 16-24, with the difference being 20% when it comes to affordable products, so more focused on sustainability.

The survey also showed this age group is more likely to be influenced by other people’s opinions, and their increased exposure to social media and television has aided the plastics revolution.

Chase Buckle, trends manager at GlobalWebIndex, said: “It may come as a shock to some that the younger consumers are more considerate about sustainable materials than older generations.

What is important to note, is that the younger generations grew up during the height of the sustainability crisis with high-profile, environmentalist documentaries widely available on the content platforms they prefer over conventional TV.”