Environmental concern in Great Britain is softening and personal conviction is fading

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 Source: Worldpanel by Numerator, November 2025


When people stop believing their actions make a difference, it changes how they act – and what they buy.

Environmental concern in Great Britain is softening and personal conviction is fading.

Our Who Cares? Who Does? 2025 report shows that only 18% of GB shoppers now see environmental issues as the most critical threat to humanity, compared with 33% globally. Meanwhile, 37% sit on the fence, unsure how serious the threat really is.

Even more telling, just 39% believe their individual actions make a positive difference to the environment - a sharp drop from 62% in 2024. Economic and social pressures are reshaping priorities, leaving many feeling that broader forces matter more than personal effort.

Our segmentation highlights the shift:

  • Eco-Actives, who consciously reduce their impact, have fallen to 21% of GB households (-7% on 2024).
  • Eco-Considerers, who balance sustainability with practicality, stand at 42% (-2% on 2024).
  • Eco-Dismissers, who see sustainability as less relevant, have risen to 37% (+9% on 2024).


Despite this cooling sentiment, intent still exists:  54% would bring their own packaging and 50% would accept simpler designs if it meant less waste. Yet only 3% would compromise on performance, and 9% would pay more.

The message is clear: sustainability succeeds when it fits seamlessly into shoppers’ everyday lives.

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