Peers sway nearly half of UK adults into greener choices
Research has found that nearly half of adults in the UK are keen to adopt more environmentally friendly behaviours, but are often motivated to act after seeing peers do so first.
Data collected by iChoosr, which examines factors influencing the renewable energy transition, indicates that 47% of UK adults aspire to be more eco-conscious. The findings also reveal that a significant number of Britons rely on the recommendations and actions of friends, family, and neighbours when making decisions about greener lifestyles.
According to the survey, the majority of respondents (60%) rely on personal networks over social media (28%) to inform their choices. This demonstrates a tendency to seek trustworthy and familiar sources of information and advice, particularly regarding decisions about household and lifestyle changes.
The research also shows that one-third of adults are more likely to make positive life changes when someone in their social circle takes the first step (34%), and over a quarter feel more comfortable adopting new habits with a group they know (27%).
Peer influence
Peer influence appears to play a substantial role in shaping attitudes and behaviours related to sustainability and environmental efforts. The report highlights several eco-friendly actions that individuals are prepared to implement if their immediate social networks lead by example.
The top eight eco actions identified in the research, which respondents are likely to adopt subject to peer endorsement, are:
- Support recycling programmes
- Install solar panels at home
- Conserve more energy at home
- Buy more second-hand and pre-loved items
- Choose eco-friendly cleaning and cosmetics products
- Reduce meat consumption and eat more plant-based meals
- Use less private transport and opt for walking, cycling, or public transport
- Install a heat pump at home
The research further suggests that, should their social circles endorse or engage in these practices, a significant proportion of Britons would be encouraged to follow suit. Notably, one-third would consider installing solar panels if a friend, family member, or neighbour adopted the technology first.
Community engagement
In addition to peer-led change, there is considerable interest in community-driven environmental projects. The data shows that 42% of those surveyed are interested in participating in local green initiatives. A quarter (25%) express support for working together to improve their local environment, and one in five (21%) would consider joining collective energy schemes, such as those run by iChoosr.
"With one third of Brits interested in installing solar panels (32%) and one in five interested in installing a heat pump (18%), there's a clear appetite for more eco-conscious behaviour in the UK. The data confirms our view that personal recommendations and visible actions from trusted individuals significantly influence decision-making, particularly for adopting greener habits."
Adam Parvez, Behaviour Lead at iChoosr, commented on the influence of social connections in motivating sustainable choices.
"Seeing others act builds confidence, removes uncertainty, and helps decisions feel easier and safer. This is especially true for decisions that feel risky, complex, or expensive - like switching to solar or heat pumps. Our goal is to empower individuals to make confident, informed choices, removing barriers to renewable energy options by making them more affordable and accessible. The power of local influencers and trusted peer networks can create a ripple effect of positive change, leveraging community campaigns with shared goals that effectively promote sustainable practices," Parvez said.
Group-buying schemes
iChoosr operates group-buying schemes that facilitate the adoption of technologies such as solar panels, battery storage, electric vehicle chargers, and heat pumps. These schemes also enable households to switch to renewable electricity tariffs through simplified digital platforms connecting consumers to verified energy providers and installers.
More than 11 million households globally have participated in iChoosr's initiatives, including Solar Together, the Switch Together heat pump scheme, and Big Community Switch, which aggregate buying power to secure competitive prices and services for participants.
The research, conducted for iChoosr by OnePulse with 1,000 UK adults, underscores the significant role of social influence in encouraging the adoption of environmentally responsible behaviours. The findings suggest that leveraging trusted networks may be crucial to accelerating the adoption of renewable energy and other environmentally friendly practices nationwide.
