Businesses could wield a powerful influence over how people in the UK modify their behaviour towards more sustainable behaviour, especially if they collaborate to develop a set of ideas.
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Research published today (27 October) by Start, a charitable initiative by The Prince of Wales to inspire people towards sustainable living, revealed only a quarter of UK citizens felt encouraging people to live more sustainably was the government's responsibility and 17% thought it should be the role of British businesses.
But just over a third said they would be more inclined to try an idea provided by a company they already dealt with than if it was suggested by the government and 57% would react favourably to a number of companies collaborating to provide ideas.
The need for outside influencers to help push people towards sustainable behaviour was highlighted by the survey's finding that although 73% of Britons considered sustainable living to be important, 36% where confused about how to achieve it.
Joey Tabone, CEO at Start, said it was holding the START Now START Today! summit to "unite powerful brands to inspire behaviour change in the UK public towards more sustainable living". It was also a forum for the UK's leading brands to "examine the role of businesses in driving change for a sustainable future".