New survey shows Brits are placing more importance on sustainability in 2022

Results from a new national consumer survey have shown sustainability to be top of Brits’ minds for 2022.

The survey, commissioned by anti-food waste app, Too Good To Go, found that just under two thirds (59%) of British adults say sustainability is going to be important to them in the year ahead.

This is particularly evident in millennials; 64% of 25-44 year olds are committed to making sustainability a priority in 2022, compared to 56% of 45+ year olds.

The survey showed some regional differences too. Cardiff was found to be the most sustainability minded city in the UK, with 67% of residents intending to live sustainability in 2022. In comparison, 53% of Birmingham residents said the same*. (*full list of city rankings is below)

The survey’s findings also revealed how taking sustainability actions can be positive for our mental wellbeing. 75% of British adults said taking sustainable actions makes them feel “good”. Almost half (44%) of those surveyed also said taking a sustainable action makes them feel “happy”, while just under a third (31%) said “hopeful” and 28% feel “proud”.

The top sustainable actions that make Brits ‘feel good’ are:

Recycling (50% of those surveyed said this makes them feel good)
Donating clothes to charity (38%)
Preventing things from being thrown away unnecessarily (34%)
Reusing leftover food (32%)
Commenting on the survey results, UK Managing Director of Too Good To Go, Paschalis Loucaides, said: “It’s brilliant to see that sustainability is at the top of British consumers’ minds for the year ahead and the positive associations it brings. 2022 is going to be a crucial year in the fight against climate change and these results show that sustainability is only going to continue to rise in importance for consumers across the UK. Committing to make these small yet significant conscious choices is one of the best things we can collectively do to fight climate change, and I’m incredibly hopeful that we will see real positive change for our planet in 2022 and beyond”.

This January, Too Good To Go is launching its ‘Jandom Acts of Kindness’ campaign running from 12th to the 31st January. The campaign makes it possible for Too Good To Go app users to gift a Magic Bag of food to friends, family or even colleagues this month to help benefit the planet even more.

How it works is simple. All people need to do is log on to their Too Good To Go app, search for the ‘Jandom Act of Kindness’ profile and purchase a Magic Bag. They will then receive a voucher code which can be passed on to a loved one who they think is deserving of a little extra magic during what is known as the bleakest month of the year.

Leading the food waste movement, Too Good To Go lets people buy surplus food and drink from hotels, restaurants, grocery stores, pubs and producers to stop it from going to waste. Consumers simply download the free Too Good To Go app and search for nearby businesses with unsold produce. They then purchase a ‘Magic Bag’, collect it at an allotted time and enjoy it.