New research for Homebase has found that helping households reduce their carbon footprint is a 'mass market opportunity'.

A 12-month investigation took 100 nationally representative families and challenged them to reduce their environmental footprint.

Homebase gave each household £500 to spend on a selection of 'green' products and equipment to make their home more efficient.

A home audit was conducted at the beginning and end of the project. The households were supported with a project manager and online advice and information, with 61 households receiving a thermal image survey of their property.

The project looked at four areas: energy, waste, water and other environmental behaviours like travel.

Energy use was the top priority for everybody, with 81% of households taking at least one energy-saving measure, leading to an average energy saving of 10%. Of the 100 homes taking part in the project, 58% increased their use of low-energy light bulbs and 23% replaced white goods with more efficient models.

Average recycling rates rose from 58% of households at the start of the project to 63% by the end, and 14% installed compost bins or wormeries. For water conservation, 21% of homes installed a water butt.

Travel was the area embraced with least enthusiasm, whereas 'grow your own' was generally felt to be one of the most fun and satisfying changes by those who made it.

According to the report, the project showed that helping people reduce their carbon footprint is "a mass-market opportunity" and that "money and savings are strong motivators of action". It also showed that "personal advice is very important" and that "there is an opportunity for innovation in products and services".

The findings are already informing decisions and will allow Homebase to develop new products to help customers live more sustainable lives, said the retailer.

Home Retail Group's head of corporate responsibility Rosi Watson said: "It has shown us that given the right information and incentives, everyone will invest in greener homes regardless of their background and values. It has given us a better understanding of what customers want and need when it comes to saving energy and reducing their waste, and we are now developing products and services to meet these needs."

The project report, called Home Front, is a partnership between Homebase, Cornwall's Eden Project and consultancy group Acona.



Home Retail Group's Rosi Watson explains how people can cut their carbon footprint.