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What’s Your GNA (Green Net Aptitude)?

Car salesmen from the West Midlands are least likely to be green according to new research out today (Thursday 26 October).

An in-depth study from npower, in conjunction with a psychologist from the University of Leicester, has identified Green Net Aptitude (GNA) or how people’s green behaviour is determined by their personality, surroundings and background – where you live and what you do.

The green-mapping study has prompted a re-definition of the ‘green belt’, revealing that people from the West Midlands are least likely to be green, whereas people from Yorkshire are the most likely to engage in eco-friendly activity.

The research also reveals that personality type plays an important role in determining a person’s GNA.

Says Adrian White, analytic social psychologist from the University of Leicester:

“People who are able to delay gratification – to invest in their future - are much more likely to make green choices. Many aspects of modern life appeal to the desire for instant gratification which could mean getting a loan to buy that car or eating a ready meal rather than spending time preparing dinner. We see this in the increase in personal debt, lifestyle-related health problems such as obesity, and aspects of the consumer culture - particularly in advertising and marketing.

“The ability to delay gratification is a key psychological factor in how well we do in life - from the level of education we achieve, our personal finances, lifestyle related health issues and even the success of our relationships.

“The study reveals the differing degrees of GNA among people. For example teachers, with higher levels of education and a career focussed on investing in the future of children, have a high GNA score and are more likely to be able to delay gratification, compared to estate agents who may be working in a culture of quick sales and short-term commission.”

The npower study also found:

• Men are more likely than women to say “looking after myself is a priority and I don't focus on doing things for the greater good”
• Women are more inclined to reuse carrier bags, turn appliances off fully and buy environmentally-friendly products
• However, men are more likely to change their car for a more environmentally-friendly model or install a wind turbine or solar panel at home
• SUV drivers are more inclined to recycle or use energy efficient light bulbs than small 'green' car drivers
• Scots are the most likely to install a wind turbine at home and to car share
• People in the East of England are the most likely to install solar panels at home, and are also the most likely to have swapped their car for a push bike
• Family is the biggest influence over the green habits of people in the South East while it’s news coverage of the environment that most influences people in the East of England

People with a high GNA score - who are investing time and money in green activities – make up eight per cent of the population. They’re typified by ‘Sarah’ from Devon, who is aged 45-54, works as a head teacher, has a salary of £30K-£40K, and is educated to university degree level. She is a keen gardener and painter, is more likely to make green choices such as recycling and energy efficiency and less likely to have a criminal record.

An average GNA score is epitomised by a person such as ‘Rhona’ who is Scottish, aged 35-44, works as an office worker, has a salary of £20K-30K, is educated to A level. She does recycle, and is careful about switching off appliances, but is less likely to have fitted insulation. She takes frequent flights and drives a mid-sized car. She also regularly contributes to her savings account and occasionally plays the lottery.

Those who score lowest on GNA make up five per cent of the population and admit that they don’t do anything on a regular basis to help the environment. A good example of low GNA is ‘Barry’ from the West Midlands who is aged 25-34. He works as an estate agent, has a salary of £30-40k, left school at 16, has a background in sales and has a past minor criminal record. Barry is the least likely to recycle and fit energy efficient appliances. He often plays instant scratch cards and drives a high fuel consuming car.

Ruth Billington from npower says:

“The research shows that we all need to think about how we could take small steps to combat our inherent GNA scores – whether that’s choosing to walk rather than take the car or switch to a renewable source of energy in our homes.”

npower has devised a quiz to help people identify their GNA score, while a host of energy saving tips that can be found on its website.

Editors’ Notes

All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 2,455 adults. Fieldwork was undertaken between 9th-11th October 2006.  The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).

GNA scores were calculated by adding together the percentage of respondents from each category (e.g. gender, region) who selected a series of pre-determined options from each the following questions: ‘How green do you think you are?’ and ‘Which of the following green activities have you undertaken or are you willing to undertake?’. This total percentage produced a total GNA score.

Those that scored between 550-600 were classed as having a low GNA score, those who scored between 600-650 were classed as having a medium GNA score and those who scored over 650 were classed as having a high GNA score.

About npower

npower is the UK's largest electricity supplier and draws on 50 years experience in supplying electricity and gas. npower offers a range of essential home and business services to 6.3 million customers across the UK.

Contact details

For more information or an interview with Adrian White please contact:

Emma Stonier

• August One Communications
• T 020 8846 8364
• M 07956 085 483
• E emma.stonier@augustone.com

Ruth Billington

• npower
• T 01905 340578
• M 07920 545291
• E ruth.billington@npower.com