Consumers need better green technology support says Which?

Consumer organisation Which? has published its annual consumer sustainability report alongside a call to the UK government for greater support in the transition to green technologies, such as electric vehicles (EVs) and heat pumps.

The report provides insight into how consumers are adopting sustainable behaviours and the challenges they face across three key areas: transport, energy and home heating, and food. According to the report, 78% of UK adults are concerned about climate change, with 82% recognising they have a role to play in reducing their own impact.

Many consumers are already taking positive steps to be more sustainable in their everyday lives. More than half of respondents (58%) say they are using alternative forms of transport – a 5% increase since June 2022. The majority state that they practise energy-saving behaviours in the home, with 40% choosing some form of green provider or tariff for their energy supply. When it comes to food consumption, 25% say they ‘always’ or ‘often’ avoid high carbon footprint products such as meat and dairy, while 44% say they take steps to reduce food waste through careful meal planning, composting or recycling.

Barriers to progress

However, the report shows that consumers frequently face significant obstacles in their sustainability efforts. The number of consumers considering purchasing an EV has fallen in recent years due to concerns about high costs and charging infrastructure, while homeowners appear reluctant to invest in more impactful energy solutions – such as insulation and heat pumps – due to worries over affordability and a limited understanding of such technologies. Around four in 10 (44%) of respondents said they did not know what a heat pump is, with the same number saying they are not convinced the technology is good enough.

Rocio Concha, Which? Director of Policy and Advocacy, said that while it’s encouraging that consumers want to play their part in tackling climate change, they need more help in accessing and understanding the technologies that could help them lead more sustainable lives.

“It’s vitally important that the government weakening its net zero pledges does not prevent it from working in earnest with businesses to develop and support sustainable solutions,” she said. “Consumers also need lower prices, more choice and confidence in making the switch to green alternatives – whether that’s the car they drive or how they heat their home and improve its insulation.”