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British consumers are more aware of the impact they have on the world and are beginning to make changes to their lifestyles, a survey from Mintel says.
Questioning over 2,200 consumers, research indicated 2006 was the year of 'dramatic improvements' in people's green credentials, with 55% saying that they have increased the amount of recycling. Meanwhile 53% claimed they have started to turn off appliances and lights to conserve energy.
Mintel's research shows that it is Britain's women and the over fifties who have made the greatest shifts towards a greener lifestyle, with 61% increasing their recycling and 57% switching off electrical equipment.
Mintel also finds that media coverage appears to be taking hold, with 30% of adults more concerned about climate change.
"2006 has proved to be a tipping point for the eco-warrior, as environmental issues and greener lifestyles have gone mainstream," said Helen Osman, head of Mintel Custom Solutions.
Issues of the environment have also started to lead to significant changes in people's approach to utilities; 30% adults claimed they tried to use less water in 2006.