In fact, half of Brits stated they would pay more for products that were environmentally sustainable and almost two-thirds (62%) said they would pay up to 10% more.
The research, from Nationwide Building Society, also highlighted the impact that companies’ sustainability credentials had on recruitment: almost half (44%) of potential candidates in the UK said that the environmental credentials of a company are an important factor when looking for a job.
To support its long-term environmental plan to be a carbon-neutral organisation, Nationwide has pledged to plant a tree for every current and future employee.
Over 17,000 trees will be planted in the UK in 2015/6 and up to 3,000 additional trees will be planted each following year. The goal is to create woodlands across the country that will provide a lasting community benefit.
‘The creation of woodlands across the country not only delivers an environmental benefit but also provides areas for our members, employees and communities to enjoy for generations to come. In fact our research has shown that 40% of people think that woodland would make their local area a better place to live.
‘Over the last 169 years many things have changed but Nationwide’s commitment to doing the right thing has never been stronger – we run a sustainable business model, have responsible employment policies, like the Living Wage, and work with communities across the country to meet the needs of our customers.’
Graham Beale, Chief Executive Nationwide Building Society