In contrast to attitudes to other ethically produced goods and services, women are less likely than men to respond positively to the offer of ethical financial services. This can be attributed to a more cautious attitude to money and saving among women, especially those with younger children. There is also a wide variation in responses according to age. Those in the 25-34 age group, who are most likely to be in the family lifestage, ie have young children living at home are, in broad terms, are less inclined to be influenced by environmental or ethical factors when purchasing. This trend can be attributed to higher levels of mortgage debt and higher outgoings on childcare.
Older respondents attach greater priority to ethical issues.
The results from our NOP survey suggest that time availability is also a crucial factor in participation in recycling of goods such as newspaper and glass. For example, readiness to recycle goods increases with age. Our survey also showed significant regional variations, particularly in relation to banking and finance. The Scots are most in favour of financial services that offer an ethical dimension and among those most likely to close a bank account if their bank does not operate an ethical investment policy. Consumers in the old industrial regions of Lancashire and the Midlands are less influenced by environmental and ethical concerns than consumers in any other region.