Keen To Be Green But ... - Press Release

A MORI survey for Reader's Digest reveals that Britons believe our climate to be under threat and feel they can do something about it. However, they are much more likely to be spurred on by self-interest than by warnings about imminent environmental disaster.

These findings are reported in the June issue of Reader's Digest. MORI interviewed 2,089 British adults face-to-face in-home between 5-10 April 2001.

Susannah Hickling, Reader's Digest Deputy Editor says:

"Our poll shows that the public are hearing and heeding the messages on environmental issues but it seems that there has to be something in it for them personally to motivate them to green up their act."

• Nearly three quarters (72%) disagree with the statement, 'Global warming is all a load of hot air'.
• Almost as many (69%) agree that 'pollution and environmental damage affect them in everyday life'.
• Most people are positive they can make a difference, with 6 in 10 (60%) agreeing that 'ordinary people can do something about global warming'.
• However, when asked what would make them more environmentally friendly, respondents cite financial benefits such as cheaper 'green' products (36%), better health benefits (44%) and better/more convenient recycling facilities locally (42%) as the main motivators.
• Only 24 per cent say that they are likely to be spurred on by warnings that the planet faced serious environmental problems.
• Younger people are more likely to identify financial benefits and convenient recycling facilities: 42% and 46% respectively, compared with 36% and 42% of the public overall.
• Middle-aged people say health benefits for them and their family would be a motivating factor: 50% of 35-54 year olds against 44% of the public overall.

Full details of the poll and feature - "Your Environment Matters" - can be accessed on the Reader's Digest website: www.readersdigest.co.uk

ATTENTION BROADCAST PRODUCERS

Susannah Hickling from Reader's Digest will be available for ISDN interviews on Wednesday 23rd May. Please call Jeanette Hurdle or Emma Lawson on 020-7590 0804 to arrange an interview. The Reader's Digest ISDN number is 020-7513 0349.