Interest, awareness and
opportunity was overall extremely low, to the extent that there
seemed to be no place for it in their current living situation and lifestyle. While some
lacked money, most were time poor: with all unwilling to make much of an effort or
pay any more when no personal benefit was perceived. They also demonstrated a
strong sense of deserving, and were put off many behaviours on the basis of
appearance and low quality perceptions. In some cases (especially for students) living
situation was a significant and convenient barrier.
“I know the iron works were a lot of employment for people but they were
worse than the coalmines
because they were underground…and it’s caused a lot of diseases around here…I don’t
think he would
have had asthma…a necessary evil…”
[Female, C1, 45-54, Valleys, South Wales – D]
The current lack of motivators
and many barriers means that the task of shifting them is
substantial, although in time they are likely to shift to some extent and fall more into
line with developing cultural norms.
“Everybody does things these days for convenience”
[Female, C1, 45-54, Valleys, South Wales – D]
“Changed electrical suppliers. What a nightmare, I wouldn’t do it
again! I couldn’t care less if BT were
£30 a month dearer…the worst thing we ever did…stick with who I know”
[Male, BC1, 45-54, Valleys, South Wales – D]
