Londoners Suffer From Green Guilt The Most


A staggering 60 per cent of Londoners suffer from ‘green guilt’ and admit exaggerating about their green lifestyle because they feel pressure from family, friends and colleagues to be greener.

Research conducted by Kia Motors (UK) Limited, revealed that 66 per cent of Londoners feel pressured by family and friends to be more eco-friendly, with 95 per cent looking to purchase an eco car within the next 18 months to up their green credentials.

The research revealed that six in 10 Londoners want to buy an electric car as their next vehicle, citing climate change as the driving force to go green. Insights found:

  • 38 per cent of Londoners are encouraged to buy an eco car because they are good for the environment
  • Greta Thunberg is the most influential celebrity encouraging a greener lifestyle in London, beating Sir David Attenborough
  • 61 per cent of London parents admit their children pester them to make greener choices
  • Social media influencers impact 58 per cent of Londoners’ choices when it comes to being green

The research by Kia Motors UK also looked into what holds Londoners back from buying an eco car revealing there is still a lack of understanding. Top concerns include:

  • Fears of running out of battery mid-journey (38 per cent)
  • Not being able to find a charging point en route (32 per cent)
  • They take too long to charge (33 per cent)

Steve Kitson, Director of Corporate Communications at Kia Motors UK commented; “It’s great to know that Londoners are ready to embrace the electric revolution but it’s clear there’s still a lot of myth busting to be done. We now need to help consumers see how they can tackle ‘green guilt’ and make a positive impact on the environment by taking the leap and going green with their next car. At Kia, we’ve announced our plans to have 11 electric models in our line up within the next five years to ensure we are leading the way for the electric revolution.”