London Leads on Environmental Concern But UK Still Struggles With Fatberg Crisis

Londoners are the most environmentally aware in Britain, as 61% say they are very or extremely concerned about water pollution, according to new research from utilities provider Lanes Group. However, the UK still struggles with the fatberg crisis.

The study of more than 2,000 people, commissioned as part of annual awareness campaign, Unblocktober, reveals that despite 70% of Brits now knowing what a ‘fatberg’ is, 63% admit to pouring oil and fat down their kitchen sink in the last 12 months – a worrying disconnect between awareness and action.

London’s Buying Power Could Drive Change

The research shows London consumers are willing to use their purchasing power for environmental good, with 74% saying they would be more likely to buy from brands that have signed up to a drain protection pledge (34% definitely would).

If a brand were found responsible for significant drain pollution, Londoners would take action:

33% would stop purchasing their products altogether
25% would switch to a competitor
14% would purchase less frequently
The Awareness-Action Gap

National findings reveal:

86% of UK residents know fat and oil contribute to fatbergs, yet 41% have poured them down sinks
63% know wet wipes cause blockages, yet 28% flush ‘flushable’ wipes and 7% flush regular wipes
34% cite an ‘out of sight, out of mind’ mentality as the main barrier to changing behaviour
Jacob Larkin, Unblocktober Campaign Manager at Lanes Group, said: “London’s high environmental concern shows real potential for change. The capital’s consumers have demonstrated they’re willing to support responsible brands and hold polluters accountable. Now we need that concern to translate into daily action – stopping the oil going down sinks and binning those wet wipes.”

Take Action This October

Unblocktober launches its seventh year this October with the rallying cry “Don’t Block Our Future” and the tagline “Small changes today for cleaner rivers tomorrow.” Since 2019, more than 72,500 people have pledged to change their disposal habits.

The free-to-join initiative takes place throughout October, with participants able to register as individuals, schools, community groups or businesses at www.unblocktober.org.

By taking the Unblocktober Pledge, participants commit to changing their kitchen and bathroom waste habits to improve our rivers. All participants receive a resource pack containing practical tips, advice, checklists and real-world case studies to support lasting behaviour change.