More than half of UK’s young adults ‘dream of green Christmas’

Half of the UK’s 18-24-year-olds want to be more sustainable this festive season by buying locally, upcycling and refurbishing gifts, according to our research for The Institute of Practitioners in Advertising (IPA).

It also revealed that older generations also intend to follow suit: 27% of 45-54-year-olds and 25% of over-55s want to be more sustainable this Christmas.

The findings align with steps taken by some brands to invest in their sustainability offerings. For example, frozen meal retailer Cook is carbon offsetting all of its Christmas Lunch bundles for 2021. Also, Love a Christmas Tree is offering delivery of nordmann fir Christmas trees that it will collect and replant in January.

The survey of 2,000 UK adults also details how people are planning to spend the festive period and what they would like to see in advertising:

  • Over a third (36%) of consumers want to see a festive tone in Christmas adverts this year, followed by ads that are upbeat or optimistic (24%), funny (21%) and nostalgic (17%). Conversely, the desire for Covid-focused ads stands at only 5%.
  • 52% of UK adults say they plan to make the most of Christmas 2021 if there are no restrictions in place.
  • 51% of all adults say they will enjoy the festivities more this year (including eating and drinking out, shopping, visiting attractions, etc.) due to missing out last year, rising to 72% of 18-24-year-olds.

Download the full report here: