The survey and workshops show that there are a range of activities that most Britons undertake that fall under the banner of being energy efficient – such as turning off lights when they are not in use, and recycling at home. However, the motivation is to save money rather than help the environment.

Other energy saving initiatives gained a more mixed reaction. Participants in the workshops often cited energy-efficient light bulbs as a way to be ‘greener’, but there were concerns over their relative cost, performance and attractiveness. People also talk about loft and wall insulation, but these initiatives are often seen to be expensive and difficult to implement.

However, the research also shows that Britons largely do not know how they can make a difference personally, nor what practical steps they can take to save energy. In the workshops, a handful of participants mention miniwind turbines and home solar panels, but they are seen as too expensive and difficult to obtain.