BRITAIN’S GREEN UNDER-ARMY

ONE in three adults would be happy to give up deodorant and cut back on showers to help save the planet, a study shows.

And people would wear the same clothes several times each week and mend old items if it meant being more sustainable – causing less damage to the world’s resources.

Meanwhile, a majority of Brits think the Government should force manufacturers to include a “sustainability rating” on all clothing labels, according to research by Dayrize.

The sustainability marketplace found that while millions of people want to shop in a way that has less impact on the planet, three-quarters of say it is “too difficult” to do so because it is impossible to know which products are sustainable.

Developed by a team of scientists with a passion for tackling global sustainability challenges and advancing a circular economy, the Dayrize platform allows shoppers to clearly understand whether the products they buy are non-hazardous, responsibly sourced, fully recyclable and regenerative through a simple product score of 1-100.

Dayrize is the first platform to evaluate the true sustainability score of products, helping shoppers to understand the environmental impact of their purchases.

Consumer behaviourist Philip Graves said” “Modern consumerism is rarely about what we really need; it’s a question of satisfying our desires. In the moment of making a purchase, the primary desire being satisfied takes precedence, frequently to the point of drowning out those environmental concerns.

“If we want to change consumer behaviour towards more sustainable purchases, it’s essential to make it as easy as possible to factor in the environmental impact of what we’re buying. Providing a simple measure of each product’s environmental credentials allows shoppers a new and important dimension to factor into their purchases.”

The study of 2,000 adults also found that more than half would like to change their energy usage in the home in a bid to be greener, as well as changing the products they use (41%), repairing and upcycling clothes (36%).

Almost 8 in 10 (79%) say they care about the sustainability credentials of the products we buy; however, this is easier said than done, with just 9% stating they were confident in understanding sustainability labelling or scoring.

Dayrize will be reinvesting 5% of its annual profits to support its brand partners in redesigning their products and practices to become more sustainable.

Eva Gladek, Dayrize Chief Sustainability Officer and Co-Founder said: “Most people have the intention to shop sustainably but have sadly been underserved by the confusing process of assessing the true impact their purchase has on the planet.

“We created Dayrize to make the process of assessing the sustainability of a product accurate and easy to understand for the average consumer. We’ve done the rigorous legwork of building a ground-breaking standard that simplifies and democratises sustainable shopping. We hope people can begin to see how making small changes in their purchasing habits can add up to huge differences for our planet.”