Can Britain afford sustainability?
It is clear that people want to reduce their carbon emissions and do their part to help the planet. Unfortunately, the cost-of-living crisis is preventing them from doing this consistently. When the choice is between making rent or mortgage payments and helping the planet, it’s not really a choice at all. Frustratingly, more sustainable options are often cheaper in the long term but require significant upfront costs. For example, you save on heating if you insulate your home, but only after paying for the insulation. Similarly, you save on fuel if you drive an electric car, addressing the UK’s number one source of emissions, but the initial cost can be very high.
This is why we set up The Electric Car Scheme: to help make it simpler and cheaper to get behind the wheel of an electric car. Our latest report aims to explore the nation’s desire, ability, and priorities when it comes to making sustainable choices. It draws on industry expertise and offers five practical recommendations for changes in government policy. We believe that achieving sustainability in Britain requires directly addressing the barriers that prevent individuals and households from adopting eco-friendly practices. As a business that offers a viable solution to increase electric vehicle (EV) adoption, we have a deep understanding of both the barriers and opportunities that the transition to more sustainable living presents.
Sustainability: The ‘buzzword’
The pursuit of sustainability has become a global priority, and the UK prides itself on being among the world’s leaders. Everywhere you turn, sustainability messages are prevalent, and terms like Net Zero, Zero Emissions, and Carbon Footprint Reduction are now widely understood. As a result, a significant number of British consumers and households have a strong desire to embrace sustainable practices and reduce their carbon footprints. However, several significant barriers hinder widespread adoption.
Looking at electric cars specifically and the EV uptake across the globe, Norway has led Europe’s EV industry, with 83% of car sales in the first nine months of 2023, being electric. This demonstrates the potential for substantial progress in reducing emissions through electric vehicle adoption, highlighting both the opportunities and challenges faced by the UK in achieving similar success. It is also important to note that most EV leaders have been in high-income countries or countries with a lot of market power. This is a result of government policy and financial incentives that have meant getting into an EV hasn’t been extremely expensive. You can read our blog about the countries with the best EV uptake in our blog!
Is there room for sustainability in Britain?
Even though awareness and interest in sustainability are strong, a significant barrier hindering the widespread adoption of environmentally friendly practices is the high cost associated with lowering personal and household carbon footprints. This prevents many from incorporating sustainable initiatives into their daily lives. Consequently, primarily higher-income British households are making sustainable choices and changes, leading to the exclusion of much of the population from these environmental advancements.
An important aspect contributing to this affordability gap is the prevailing pricing structure. Sustainable alternatives, such as electric vehicles, energy-efficient appliances, or eco-friendly building materials, typically come with a premium price—added costs that many households currently cannot afford. Additionally, many households do not need to replace high-energy consumption products immediately, so they continue using them until they no longer function, rather than upgrading to more sustainable options, regardless of the environmental impact.
The barriers to sustainability
Sustainable choices often remain out of reach for low- or middle-income families, widening the socioeconomic divide regarding access to sustainable living options. Furthermore, UK Government initiatives aimed at leading consumers towards sustainability may inadvertently exacerbate these financial challenges.
For example, the introduction of Ultra Low Emission Zones (ULEZ) in London and other British cities puts incredible pressure on individuals to transition to low-emission vehicles to avoid hefty fines. However, this mandate fails to consider the financial limitations of many families who already have fully operational vehicles or are struggling to meet basic living expenses. Imposing such requirements without providing adequate support or alternatives adds a burden to already strained household budgets.
To learn more about the barriers and misconceptions surrounding sustainability, and to explore our research on how many Britons can afford sustainable living, read our whitepaper. It includes insightful interviews with notable figures such as the President of the AA, the Founder of The Electric Car Guide, and the CEO of Paua Tech, among others. This comprehensive resource sheds light on the challenges we face as a country in adopting sustainable practices.
Every company in the UK can help their employees on their personal journey to net zero by offering The Electric Car Scheme as an employee benefit. For every business to offer electric car salary sacrifice, it has to be a 'no-brainer'. That’s why The Electric Car Scheme is at no cost to the employer to set up and run. As an employer, you are protected if the car needs to be returned early. And importantly, you run the scheme with no hassle, simple set-up, straightforward reporting, and 5* customer service.
